This one’s for you, writers. We know coming up with a topic seems like it’s 80 percent of the writing battle. But to win the war, you’ll need to ensure that your content is effective, not just well-written. There are a number of elements that must be considered if you want your content to get the attention it deserves. Here’s your game plan:
Conduct Keyword Research for Content
Before you put your fingers to the keyboard to write your latest and greatest article you should conduct keyword research. We like to do this at the beginning of each client’s campaign to ensure that what we’re writing is appealing to their target demographic. Content should contain words and phrases, particularly in the title and header tags, that people are likely to search for. Here are some keyword research tools we love:
Know What Your Audience Wants
Understand your audience’s pain points. Does your content solve a problem for them? Does it make their lives easier? Will it elicit a level of emotion from them? Determining the topics that work best will require some trial and error, but you can also look at what performs well for competitors and consider what your customers and clients typically ask you about. Is there a recurring question that you could answer in a blog post? Consider using platforms like Twitter to see what people are talking about and see if your company could share information relevant to current affairs and news stories.
Determine the Optimal Length for Content
Buffer partnered with SumAll to report that the ideal length of a blog post is 1,600 words (or 7 minutes long). While this statistic is interesting, I challenge you to find the right length for your audience. Use Google Analytics to measure the effectiveness of various kinds of content. It does take trial and error. Also, remember that your articles should always, always be quality content that is highly useful for your target audience. If you can’t create a long-form post that features fantastic take-home tips, keep it short, snappy and purposeful.
Craft Titles for People
I know I said that you should optimize for SEO in the title of your blog post, but first, optimize for the reader. Think, “Would I click on this article?” when crafting a title. A recent HubSpot article suggests that list posts and why posts perform the best on social media. So if you were writing an article explaining why cats purr, titles you could consider might be “Why Do Cats Purr?” or “4 Reasons Cats Purr: It’s Not Just When They’re Happy.” In case you’re wondering–and I was–cats purr when they’re content, but may also purr when nervous, injured or hungry. Sidebar. On to more content tips.
Learn More About This Topic
Every Thursday at 1:30 p.m. PT Organik SEO hosts #OrganikChat. The chat features digital marketing pros, brands and those hoping to learn more about the digital marketing landscape. This week our topic is, “How to Optimize Content for Search AND People.” The chat hosts who will post the questions are @OrganikSEO, @SamKerstetter and @Nicole_Barbato. Get a head start on our icebreaker and questions here:
Icebreaker: #tbt What did you want to grow up to be when you were little?
Q1) Are you involved in the content creation process at your company?
Q2) When perusing social media, what kind of content catches your eye most often?
Q3) What kind of titles work best?
Q4) How long should content be?
Q5) What are the best ways to research what kind of content your target audience wants?
Q6) Do you have a blog calendar?
Q7) Which term do you prefer: ‘blog’ or an ‘article’?
Q8) Are you for or against guest blogging?
Q9) What–or who–is your favorite resource for writing tips?
See you on Thursday!
If you found this information helpful, be sure to check out our post “How to Use Content to Amplify Your Campaign.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!