When it comes to content, putting a little extra in can help you reap big rewards . So much of the writing on the web falls below a certain standard, with a tiny amount really reaching the echelons that allow it to standout.
In this day and age less is more in terms of your content – yes, content length is important, however you’d be a fool to think it’s better to publish more quantity than to focus on the quality.
So, with this in mind I’ve created this piece to show you how you can level up your content and take things up a notch and in doing so impress readers and search engines alike.
Defining Your Editorial Approach
Your organization should have the skills to articulate the way you would like to be known and seen as. Once you have achieved these goals, you can then move onto thinking about storylines which makes up these aspirations. Our team of experts works on creating content pillars that are used for our clients which can then be used on single platforms or for entire content programs. The content pillars perform a simple role: they are the guide for your content creation and editorial approach.
The right tone is vital and choosing this tone to match up to what you are trying to convey is essential.
Here are a few questions that you should be asking: text-based post vs. slideshow post, 3rd person vs. 1st person, a list-post vs. essay style. You should always be thinking about the different ways that you can demonstrate your point, tell your story, or connect with your prospective customers.
Install Your Own Publishing Calendar
There are many calendar plugins to choose from, but the one we like best includes Edit Flow. This is a plugin that provides a way to interact with a number of blog authors along with a helpful way to schedule your publishing schedule for your content well in advance. One of the things that many businesses struggle with is staying ahead with producing fresh content as they find it difficult to produce posts on-the-go. This is a poor strategy as when an emergency arises it could result in missing out on a publishing deadline.
When you use a good editorial plugin this will provide you with a way to add your posts for the dates into the future along with an overview about what the content will look like for the specified time frame. This will also alert you on what dates you should be scheduling your new content for and if you get started now you can avoid missing dates even when the unexpected occurs.
Know Who Your Audience Is
If you want to know what makes content really great, it has to do with the type of impact that it has on the individual who is consuming it. Content that is epic has the ability to change life’s or helps them to solve a problem, or has made a difference in other ways that are meaningful.
In order to achieve these results, it is important to find out who you will be writing for. When you find out about who the audience is going to be, the easier it will become to create content that is useful and meaningful to them.
You can think about this in the following way: Do you find it easier to buy gifts for one of your closest friends, or for someone that is just an acquaintance?
Creating your content for audiences will work in a similar way. As you start to gain a better understanding of your audience, the more you are able to prepare the appropriate gifts for them and serve what their real needs are by producing awesome content.
Install Your Own Publishing Calendar
There are many calendar plugins to choose from, but the one we like best includes Edit Flow. This is a plugin that provides a way to interact with a number of blog authors along with a helpful way to schedule your publishing schedule for your content well in advance. One of the things that many businesses struggle with is staying ahead with producing fresh content as they find it difficult to produce posts on-the-go. This is a poor strategy as when an emergency arises it could result in missing out on a publishing deadline.
When you use a good editorial plugin this will provide you with a way to add your posts for the dates into the future along with an overview about what the content will look like for the specified time frame. This will also alert you on what dates you should be scheduling your new content for and if you get started now you can avoid missing dates even when the unexpected occurs.
Use Headlines That Grab Attention And Convert
It is important to first know about the Number One rule for writing headlines. The sole purpose of any headline should be to get the reader to read your first sentence. If you spend enough time in the copywriting circles, you are sure to come across this rule at some stage. This is because most of the copywriters believe that getting the potential customers to carry on reading past the headline is the most important rule when it comes to headline writing. When you convince potential customers to carry on reading it means that your money or time that you have invested in the copy has not gone to waste. So your first goals should be to write a headline which will pull customers in along with encouraging them to carry on reading your first sentence.
Below are 4 more rules you need to know about. These are taught in the form of the “four u’s” of writing headlines by numerous copywriters.
The 4 U’s
- The headline needs to be: Unique
- The Headline needs to be: Ultra-specific
- The headline needs to convey a feeling of: Urgency
- The headline needs to be: Useful
It is rare to accomplish these four rules in one headline, yet if you are able to include at least one or two, you improve your chances of using a headline that will compel prospective customers into reading more.
Include Important Data
We already covered why it is important to fact check any claims that you make. The easiest way to achieve this would be to back up a claim using verifiable data. This will increase your credibility immediately and show that you have conducted your own homework and research. This will allow your readers to trust your content.
This is in no way means that you need to create data that is original or create case studies of your own (yet if you are able to achieve this, that would be even better). Yet it is enough when you are able to link your claims to sources that are up-to-date and credible.
For instance, were you aware that blogs happen to be a highly trusted source of online information? This means that your role should be focused on ensuring that you deserve a reputation as a credible content creator. Making sure you have included data that is relevant in the content is one more step in the right direction.
Quote From The Experts
One of the issues that many of the content creators run into, includes producing content of quality on topics they do not know enough about. For instance, you might be one of the thought leaders within your own sector, yet you are not very familiar with the subject that you are currently writing about.
One of the best ways to offer relative information would be to quote experts, thought leaders, and professionals in the industry that is specific while revolving your content across their message. Here is another tip that is important. If you consult with experts to gain information, you need to ensure you have done so before you get started. This will help you to save on a lot of time when it comes to editing and clarifying the information you are about to present.
The Format Of Your Content Needs To Be Varied
There are numerous ways in which to format content that is compelling, while the content marketers that are more seasoned take full advantage of all these. Below are some of the recommended content formats. You should aim to change your formats frequently to make sure your content stays fresh.
• How-To
Teach readers the steps on how to do things. For example: How To Write An Elevator Pitch.
• Listicle:
Organize your content into lists. Example: Top 10 SaaS Solutions For Sales Executives.
• Compilation:
Compile content from third parties on a specific topic. Example: Vital Advice From 10 B2B Experts.
• Explanatory:
Explain what you are writing about. For example What Is SQL (Sales Qualified Lead)?
• Why Pieces
Share your opinions and observations. For Instance: The Way Social Media Has Revolutionized Selling
• Feature Or Profile
An in-depth approach about a trend, product, company, or person. Example: CEO Jonh Smith Knows Exactly How To Find The Best Sales Talent.
• Survey
Survey readers using a linked or embedded from. Example: What Are The Most Important Skills To Find Success In Sales?
• Question And Answer:
Interview a person. Example: An Interview With Sales Executive Mary Smith On Managing A Global Team
Make Sure You Are Writing With Purpose
If you follow the tips and recommendations that we have just spoken about your writing will come alive. However, it is important that it is on point and direct. Your ultimate goal should be: word economy and brevity.
Even when attempting to write in a concise manner it becomes easy to advance into lumbering prose. To avoid these traps ditch the jargon phrases and words. Stay away from auxiliary phrases and verbs. You should also stay away from the shall’s, should, mays and might’s, could’s and cans unless that are an absolute requirement. Also, stay away from qualifying phrases and adjectives that break the trust of your readers and add little to the content. After all, you are a writer and not a lawyer.
Make Sure Your Content Is Updated Regularly
You may know by now how strongly we feel about content. The search engines find it just as important. Content that is regularly updated is regarded as an important indicator about the relevancy of a site, so make sure your content is always fresh.
Build Relationships To Improve The Distribution Of Your Content
The strategy for your content should also include plans that involve how your content is distributed.
A recent study discovered that searches alone only make up one-third of a websites overall traffic. Social media, on the other hand, takes up an even larger share. The Content Marketing Institute has discovered that 94% of the B2B marketers use LinkedIn as one of their content strategies, which is followed by 87% for Twitter, 84% for Facebook, 74% for YouTube, and 62% for Google+.
While it is possible to improve your content distribution in the way of managing your social-media pages, you should also be collaborating with business partners, experts, and bloggers.
These tips should help you produce better quality content that ticks all the right boxes and allows you the chance to grow your site in a smart, albeit organic manner.
