The demand for content marketing services is steadily increasing. From the latest stats, leads from content marketing are thrice as many as those of outbound marketing. So, it makes sense why over 80% of marketers spend more money on content marketing.
But with millions of content getting published daily, getting your way around content marketing can be pretty difficult – or maybe not?
That’s what many people think. But the reality is that with the right strategies, content marketing can be simple and effective.
Getting people to read your blog shouldn’t be difficult. I’ll share with you a few tips on how to go about it. These tips will improve the content itself and also optimize your content’s performance.
Understand Search Intent
As the name suggests, search intent is the intention or goal a user has when entering keywords into the search engine. Search intent is becoming a central factor for SEO and slowly dethrones backlinks as the dominant ranking factor.
Google thrives to display the most relevant blog posts in its search results. They try to figure out the users’ intentions and improve semantic search.
You can explore the search intent by looking at the search results of Internet users. You need to know what people are searching for and what answers they want to get. This way, you can create content tailored to their needs.
Run the Panda Survey
The Panda Survey, though old, is still incredibly effective. Google Panda is an algorithm update used to reward high-quality websites in Google’s organic search results. It eliminates thin content, duplicate content, low-quality content, low-quality user-generated content, and low-trusted content. The internet is left a better place by filtering out such content, with only high-quality and valuable content.
When Panda hits your content, it suddenly drops its organic traffic or search engine rankings. But aside from low-quality content, other factors can also result in lost traffic and rankings—for example, your competition. Someone with better content can outrank and move ahead of you.
Panda’s advantage is that it creates a healthy and competitive environment, which keeps content creators on their toes. To avoid getting hit by Panda, there are a few things you need to do.
One, remove or overhaul duplicate content. Carefully vet and ensure that your content is original, error-free, and provides value to the reader. Thirdly, revise the affiliate/content ratio so that affiliate links and ads do not dominate your content. Finally, abandon content farming practices.
Update Old Content
Every manufactured good has an expiration date. Every content marketer needs to improve his/her content. The internet is always growing. And the only way to maintain your content fresh with a healthy conversion rate is to periodically republish and update your old content.
Some bloggers prefer to spin out new posts, but cheap is always expensive. By republishing new content, you’re being as up-to-date as possible and keeping everything relevant. The best part is that the process of updating old content is a straightforward one.
Begin by making a list of the posts worth updating. Use your favorite SEO tool (mine being Ahrefs) and see how your articles rank on Google. Generally, posts that rank outside Google’s Top 10 are worth updating.
Secondly, remove outdated links. Read through your posts and replace all dead and outdated links with current and updated ones. Also, update your article’s formatting to one that is clean, reader-friendly, and consistent.
Publish X vs. Y posts
FedEx Vs. USPS, Dropshipping vs. Fulfillment by Amazon.
Have you come across such posts? These are X Vs. Y posts. And they are an excellent way to attract more traffic to your site and make more sales. There are two reasons for this:
One, X Vs. Y posts don’t have a lot of SEO competition. Your article can rank top of Google within a few weeks with proper SEO optimization. Secondly, internet users that search for X Vs. Y topics have more knowledge on the topic. For example, someone that searches for FedEx Vs. USPS already knows about both companies and is just trying to compare which one is better.
This is why the CPC of X Vs. Y blogposts is often higher than the CPC of normal blog posts.
Optimize for long-tail keywords
I’m sure it’s not the first time you’ve heard about keywords when it comes to SEO. The problem is that most keyword search tools give out the same set of keywords to every user. If only there was a tool that produced untapped keywords not known by your competitors?
Well, good news; there is. I’m talking about the Google Keyword Planner. Log in to the Keyword Planner and enter a main keyword. The tool will then scan for thousands of keyword ideas. The cool thing is that most of your competitors don’t use the Google Keyword Planner for keyword research.
Focus on the headline
It only takes 2.7 seconds to capture the human brain – proof enough of why your headline should be as catchy as possible. The headline is a make-or-break factor for every content. So, if you want to have a flood of readers, maybe it’s time to spend more time crafting and compelling irresistible headlines.
How do you come up with an irresistible headline? Simple: promise your readers something they want. Let your headline suggest to the reader that here is a piece of content that you should spend your time reading. A majority of people will only read articles whose headlines have grabbed their attention.
There are numerous factors that could assist in creating highly performing headlines. Here are a few of them.
Run a headline check
Headline analyzer tools are an efficient way to ensure you’re on the right track. Tools like the EMV Headline Analyzer are not only easy to use but also effective. The tool ranks your headline based on its emotional marketing value. Generally, scores above 30% are acceptable.
Use Emotional Titles
Studies have shown that headlines with emotional keywords get more clicks. Creating titles with emotional keywords is another excellent tactic to capture the reader’s mind. But be careful not to go overboard, or your CTR will suffer.
Believe it or not, longer headlines get more shares than shorter ones. Research shows that long headlines generate roughly 76% more shares than short headlines from my recent research. So, perhaps it’s time to craft longer headlines.
Solve Readers Problems
When a reader clicks through your blog, what runs through their minds is finding solutions to their problems; and not how cool or outstanding your product is. And immediately when they notice that your content doesn’t solve any of their problems, they won‘t hesitate to leave your site and look for a solution somewhere else.
The best way to keep readers glued to your blog is by creating content that solves their problems. How do you do this? Identify the readers’ problems, research more on the topic, and help come up with possible solutions.
Also, accept that not all content should tell a story. It is true that storytelling is an excellent technique to capture your reader’s attention. However, this isn’t to imply that you should avoid going to the point. Create a straightforward blog that provides value to the reader and serves its intended purpose.
If your content leans more to storytelling, then don’t shy away from it. Just ensure that your piece is engaging, simple, and answers the reader’s question straightforward.
Create a slippery slide
Your headline should aim to get the reader to read the first sentence or paragraph of your article. The first sentence should entice the reader to read the second sentence… and so forth.
So, with any sentence that you write, the aim is to create a slippery slide that pulls the reader through it, all the way to the end of your article. This is what I mean by creating a slippery slide. How do you go about it? Here are a few tips:
Using Bucket Brigades
Bucket brigades are short, attention-grabbing statements that act as a transition through paragraphs or topics. Examples:
- But there’s more.
- What’s the catch?
- Read on.
These are seeds of curiosity whose aim is to grow and maintain the readers’ interests. When writing through content, then suspect that a reader may lose interest at a certain point, add a bucket brigade.
(A classic example)
Engaging in stories
Stories are one of the best ways to arouse curiosity in readers and have them read through your article. People are drawn to stories because they make things simple and clearer.
The eight tips I’ve provided you with implies that you have eight options to better market your content. Choose one or two of the tips and commit to them, whether it’s creating a kickass headline or using bucket brigades in your article.
It may take some time for results to show after applying these tips. But one thing is for sure; the results will kick in one way or another. Which method are you using to market your content?