Are you struggling to create content that resonates with your audience and drives results? Mastering these three key aspects of content marketing will put you on the path to success:
1. Exceptional copywriting, focusing on the right topic and structured to provide insight while encouraging readers to take action.
2. A solid understanding of SEO, enabling you to assess whether a blog post could rank and incorporate the necessary structure into the article.
3. Effective content promotion skills to ensure your content reaches its target audience and achieves its intended purpose.
In our latest article, we sit down with Theresa Brady, Founder of Creative Content and Head of Strategy, to discuss her top tips on content creation.
The Path to Becoming a Content Creator
My journey as a content creator began as a passionate writer, crafting compelling copy on various topics. However, I soon realised that to achieve success in content writing, it was crucial to have a clear understanding of the content's purpose, be it SEO, education, brand awareness, or product awareness. This realisation led me to delve deeper into SEO techniques, content promotion strategies, and the importance of research, ultimately refining my approach to blogging. In this comprehensive guide, I will share the steps, insights, and examples that go into creating an exceptional blog post that achieves its intended outcome.
Understanding Your Content's Purpose and Target Audience
Before diving into the writing process, it's crucial to identify the purpose of your content and gain a deep understanding of your target audience's context and needs. Ask yourself the following questions:
- Is the article meant to educate, inform, or inspire?
- Is it focused on a specific service or product you offer?
- Does it have a newsworthy element?
- Are your readers already familiar with the topic, or do you need to provide more context?
Understanding an article's intent and determining whether it is a topic that people search for is the first step in content creation. This knowledge informs whether you need to incorporate an SEO process into your content or if it is a non-searchable topic. In the case of non-searchable topics, your goal should be to create the best explainer that helps readers make informed decisions or gain insights about you and your business.
The Research Process for Crafting a High-Quality SEO Blog Post
To create a high-quality SEO blog post, the SEO research process is a crucial first step. Here, we'll explore the research process using the example of writing an employment article about excessive employee sick leave.
Identifying Gaps in Existing Content
First, examine existing articles on the topic to identify gaps in information and consider what advice employers need. This helps you create unique content that answers their queries better than other sources. Make note of common themes, approaches, and areas where you can add value.
To make your content the best it can be, determine if it's suitable for SEO by identifying relevant keywords and incorporating them into the article's title and structure. It's essential to understand what information would help employers with this issue and cater to their needs.
Developing a Content Outline and Addressing Unanswered Questions
Based on the topic, conduct research and create a content outline considering existing materials, and address unanswered questions valuable to employers. Identify the main points and subtopics you want to cover in your article to ensure it flows logically and covers all essential aspects.
Consulting Subject Matter Experts
Consult subject matter experts like employment lawyers or HR professionals for their insights on handling such situations effectively. Reach out to them for interviews or ask for their advice on specific issues. Their expertise will add credibility and depth to your content, making it more valuable for your readers.
Defining Your Goals
These can include:
• Conveying clear information through well-structured content;
• Providing useful tips empowering readers with actionable ideas;
• Presenting how your company can assist employers in an easy-to-understand manner as part of a compelling call-to-action (CTA).
Exploring SEO Tools for Effective Keyword Research
To optimise your blog post for search engines, it's essential to use SEO tools to find the right keywords and understand search trends. One affordable and easy tool is Keywords Everywhere, a Chrome extension purchased through the Chrome store. After installation, you can search Google naturally and see keyword volume for each query while also receiving suggestions for other keywords people use. This helps you understand how users might research topics and gauge the volume of various queries.
Once you have your topic outline, expert interview, and keywords, you can start writing. Then, you have the content promotion aspect of the blog to focus on.
Content Promotion: Getting Your Blog Noticed
We now have an optimised blog with proper SEO, internal linking, attractive images, and it's ready to go. However, merely posting isn't enough; we need to promote the content.
Optimising Content for High Search Rankings
In this section, we'll discuss the essential elements required for your content to rank well on search engines. Even with a perfectly crafted article, including headings, Q&A, CTA, and valuable information, it won't rank without other aspects of your website and content strategy in place.
Setting Up Your Website for Success
Firstly, you need a website set up for success. This topic is broad enough to warrant its own complete guide, but for now, we will simply state the requirements. Your site needs to be fast-loading, have a blog module which allows for H1 and H2 headings, and an overall strategy to build your website's authority. Remember, one blog post does not establish a website's authority; it's a continual effort.
Ensuring Proper SEO Structure
Your website should have an H1 heading that tells Google the topic, and other important points should be labelled as H2s to establish hierarchy. Write a meta description and include relevant keywords throughout the content. This structure will help search engines understand your content and rank it accordingly. On-page SEO Requirements
Your site must be optimised for SEO by having authority through proper on-page SEO requirements; otherwise, individual pieces won't rank well. Part of this involves internal page linking, which means connecting related words or services within the text to other pages on your site discussing those topics. This helps search engines understand the structure and relationships between your pages, which can boost your site's overall authority and rankings.
Continual Efforts for SEO Success
It's crucial to remember that achieving high search rankings requires ongoing efforts. Regularly updating your website with new, high-quality content, monitoring your site's performance, and making necessary adjustments will help maintain and improve your search rankings over time. Stay informed about SEO best practices and keep refining your content strategy to ensure long-term success.
Content Promotion Tactics
In this section, we will discuss various tactics to promote your content effectively. Content promotion is a crucial step in ensuring that your target audience discovers and engages with your articles. This process involves several obvious steps, as well as some less apparent ones.
Utilising Social Channels
Firstly, share your content on social channels like Facebook, LinkedIn, Instagram, and Twitter, where your audience is likely to be present. Be mindful of the platforms you choose, as some may not be suitable for your target audience. For example, if you don't cater to a business audience, avoid LinkedIn.
Simply sharing your content isn't enough; paying for promotion on platforms like Facebook or Instagram is necessary due to Meta's restrictions on organic reach. Allocate a budget for paid promotion to ensure your content reaches a wider audience, increasing engagement and driving more traffic to your site.
Another method of content promotion is including your article in newsletters sent out to your database of contacts. Instead of posting the entire piece in an email, write a summary highlighting its value before directing readers towards the blog post. This approach encourages traffic to your website and entices readers to explore your content further.
Repurposing Content as Press Releases
Lastly, if your content has newsworthy elements or relevance, consider repurposing it as an opinion piece or press release. Adapt your article according to press release guidelines before emailing media outlets' databases. Newsworthy pieces may get picked up by publications, which will link back to your website and blog, increasing your site's authority and encouraging more visits from those seeking additional advice about your business offerings.
By employing these content promotion tactics, you can ensure that your articles reach a wider audience and drive engagement, boosting your website's visibility and authority in the process.
In conclusion my experience has taught me the importance of understanding the purpose of content, conducting thorough research, optimising for SEO, and effectively promoting the finished piece. By following the insights and guidelines shared in this guide, you too can create exceptional blog content that achieves its intended outcome and drives success for your clients.
If you require professional assistance with content creation, SEO, or content promotion, Creative Content is here to help. We have a team of experienced copywriters, SEO specialists, and content marketers who can support you in achieving your online marketing goals. Don't hesitate to get in touch with us today and let us know how we can assist you.