Content marketers are struggling to produce engaging content According to a study conducted by the Content Marketing Institute, the struggle is real for 54% of B2B content marketers and 50% of B2C marketers.
Why is it so hard to create great content? Without a doubt, the sheer amount of content being generated, and the competition to fit it to the top, is part of the problem.
But the real way to stand out is by focusing on quality. You need to improve your content.
What does it mean to improve the quality of your content?
Quality content has become something of a watchword. For our purposes here, we consider that it achieves a marketer's goal of persuading a reader to consume more of the content, share it with their network, or buy a service or product.
In other words, metrics you would look for are:
- Time on page/post.
- Post shares and post comments.
- Number of people added to your list/funnel.
- The number of purchases (if suitable for that purpose).
Improving the quality of your content matters more than ever, given the number of distractions your audience faces. Quality content helps your business stand out and also gives you authority in a crowded market.
How do you improve your content without neglecting optimization to improve your organic search visibility? Here are 11 ways:
1. Focus on your audience
Real content marketing isn't tailored advertising, it's doing something worth talking about.
Your reader is the reason you are creating content. Your content needs to be persuasive as well as fun enough to make your audience stop and read.
Despite this, however, one of the main reasons marketers struggle to produce engaging content is because they don't consider their audience when creating content. According to the same survey mentioned above:
71% of brands include case studies and customer stories in their content, but only 3% delve into these stories to make them identifiable to their readers.
Only 12% prioritize publishing research as well as perspectives to deliver actionable insights to their readers.
So instead of creating content that sells, it would be better to create content that delivers value through information or entertainment. Also, as with all forms of successful marketing or advertising, for your content to be successful, it needs to be targeted to a specific person and their journey to a potential purchase.
Determine what your content needs
- Solve problems your audience is facing.
- Drive discovery of your business solutions.
- Addressing comparison issues.
- Encourage a sale by providing the persuasive information the person needs.
- Buyer personas play a key role in this process.
A niche supermarket content, for example, might share content that positions itself not just as a supermarket, but a lifestyle choice. Its content should cover healthy living but also conscious eating of the earth on a practical level. You can have a variety of articles on how to eat healthy while saving money to change your diet. THE site user experience, in this case, is designed to make the audience feel empowered and have a role in the overall experience.
2. Fact checking to improve your content
Fact checking is essential if you want your audience to trust you.
Mistakes can easily happen when you're writing about new topics – or writing fast to capitalize on trending events.
Establishing your content standard as impartial and factually accurate means your audience will depend on you to help them and look to you for thought leadership.
3. Add survey to backup your points
Referencing surveys and data is a quick way to build credibility. This helps convince your audience that you know what you're talking about.
For example, in this post, we could have simply said what are the 12 ways to improve the quality of your posts. Instead, we use surveys and the data is used at certain points to show why they are worth your attention.
4. Use quotes or expert insights
Another way to build credibility is to use quotes or insights from industry experts to shed light on a particular topic. This provides social proof to your audience.
Not only does it associate your business with the authority possessed by these experts, it also implies that you are important in the industry and that your words are trustworthy.
Another benefit is that it helps expand the reach of your content, allowing you to cover topics you know little about.
5. Use visual examples to illustrate your point and improve your content.
Sometimes there is a better way to communicate. Not all content has to be text-based.
This is where visual examples come in. Showing people an image or graph of the data or process can be much more effective than writing it all down.
Visual examples can also act as a metaphor. This stock photo is literally helping to make a point about illustrating a point. (Or she is pointing, anyway.)
6. Avoid jargon
High quality content is always easy to understand. Depending on your audience, jargon may not be easy to understand.
Some of your audience may have a more advanced understanding of the subject than others, in which case you can adjust the language and subject matter to reach the appropriate audience.
If you're not sure if the language is appropriate, ask someone from your intended audience to read the content and identify any jargon you don't understand.
7. Use an editor to improve your content
Don't post anything without a full edit and review. Mistakes in your content as well as gaps in flow and overall structure can destroy the reader's experience and their trust in you.
A reviewer should catch small errors like missing commas, typos, etc. However, an editor will work with you on plot, phrasing, dot order and help identify what is missing.
Consider using a freelance editor or bringing one in-house to ensure your content is consistent with your style guide and to identify opportunities to make your content better.
8. Adjust your calls
Okay, so you've probably come across a lot of articles that talk about writing big headlines, but that's what will determine if a content-saturated audience will click on your post. In other words, it plays a role in:
- Drive more traffic to your website.
- Help people notice and click on your content in relation to other options. Headlines are not about value. It's about getting people in the door.
- Help people find your content so valuable that they will share it with their networks.
To improve the visibility of your calls, consider the following adjustments:
Highlight the Value
Why should people read your post? Consider what's in it and make sure the benefit is clear. Also use words that embody emotion, drama or humor while still genuine and delivering on their promises.
Use Adjectives and Power Words
Adjectives such as cute, fun, creepy, weird, useful, or ridiculous can create interest and thus intrigue them and keep your audience reading.
Ads with statements or questions can be an effective way to arouse curiosity in your readers, if they are created correctly. A fundamental rule of thumb is never to ask a question that your audience can answer “no”.
A good ad provides interesting but incomplete information. He tells the reader enough to pique their curiosity, but he doesn't provide so much that he gives the whole story. As a result, the headline creates tension resulting from this knowledge gap, which today would have readers clicking through to read and find the answer.
Keep it short while optimizing for search and social
You want to optimize your headline for your audience first, but then you can try optimizing for search and social as well.
How do you do all this?
- Focus on keywords your audience is looking for, then include them in the title near the beginning or end.
- Keep your ad shorter than 60 characters so it doesn't get cut off by search engines.
- Make sure your ads are tweetable. In other words, about a 120 character limit to allow for attribution and links to be inserted.
9. Pay attention to your SEO to improve your content
A powerfully easy way to improve your post's search ranking is to optimize on-page elements. For example, you must include your target keyword in the title and metadata.
These elements (and more) play a key role with on-page SEO:
- Content quality.
- In-depth analysis.
- Author's trust.
10. Focus on internal linking to improve your content
An internal linking strategy can help whenever you're trying to improve search rankings for certain posts. Internal links help search engines identify the most important pages on the site and thus provide context. Target keyword variations can be used as anchor text in other posts or pages that link to the target content.
Above all, internal links should help your readers by directing them to relevant sources. It shouldn't just be about ranking.
11. Use more visual content
Consider the following Social Media Examiner statistics:
37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%).
74% of social media marketers use visual assets in their social media marketing, ahead of blogs (68%) and videos (60%).
A recent case study shows how adding custom graphics to a post increased average readers' time on site by 46%, improved search rankings and increased traffic by 962%.
So if you're serious about improving your on-page time and engagement, which can indirectly impact your search rankings, you need to include more visuals in your posts.
Consider creating and using original visual content such as memes, quotes, branding images, graphics, infographics, workplace photos, etc. to show your brand personality and thus build connections with your audience.
Extra tip: update your content
One of the best ways to breathe new life into your existing content is to update it.
Look at your reviews. Identify evergreen content and then take the time to update, add visuals, optimize or add new perspectives to freshen up and make the post more in tune with current circumstances. Important tip: don't change the post URL.
Conclusion on how to improve your content
Using the techniques described above, you can dramatically increase the quality of your content.
This will bring more audience to your website and thus create more buzz around your brand. Like? Because your content will:
- Stand out amidst all the distractions that the internet holds.
- Help to increase your authority and reputationhttps://agenciacolors.digital/eat-como-interfere-no-google/ in the sector. This, in turn, will lead to greater market presence.
That said, improving the quality of your posts to the point that your audience cares about it takes a lot of time and effort. However, if you give it the time and attention it deserves, you'll find it will improve your search rankings.
With Colors Agency, we guarantee much more than just an attractive look as well as a modern layout for your website. Our main focus is to offer companies around the world effective solutions to generate visibility on the internet.
Our agency develops SEO strategies and brand positioning for multinational companies, large, medium, but also small, all projects are important to us.