Quality content is key if you want to turn web browsers into buyers. But if your site has a high bounce rate, that could indicate that your content is less than stellar. Don’t let bad blog posts clog up your site and drive away customers. The following tips will enable you to create content people actually want to read.
1. Create a Content Strategy
Do you find yourself picking content topics randomly, hoping that something resonates with your audience? While some spontaneity is OK, you need a plan if you want to write content that has an impact. Creating a content strategy helps marketers translate company goals into a marketing plan that provides results. This ensures that your content is effective, improving its ROI.
When creating a content strategy, start by asking yourself why you’re creating content. Examples of company goals could be increasing brand awareness or boosting sales for a specific product. Once you’ve established your “why,” you can begin to brainstorm how you’ll achieve this goal through content. Consider what types of content you want to publish and where you want to publish it.
2. Optimize for Search
Engaging blogs, videos, and guides aren’t helpful if your prospects never see them. Creating content that is SEO-optimized increases your likelihood of ranking higher in Google search. The higher you rank in search, the easier it is for folks to find your content.
In order to write SEO-optimized content, you need to determine what keywords you want to rank for. Keywords are words and phrases members of your audience type into Google. Conducting keyword research before you begin creating content can highlight what terms your desired audience searches for. You can then begin organically including these words in your website content. This should give your site an SEO boost.
3. Educate Your Readers
All too often, companies stuff their content full of promotional information. Rather than pushing products, use your content to educate readers. By providing valuable insights, you can drive more traffic to your website and position yourself as a thought leader within your industry. This builds credibility and trust with both current and future clients.
Not sure what topics your readers will find the most helpful? Start by discovering their burning questions. The easiest way to do this is by conducting keyword research. This will give you a better sense of what questions your target audience is looking for on Google. From there, address the questions that your company can speak to with authority.
4. Craft a Killer Headline
Your headline is the first thing prospects see when viewing your content. If it’s compelling, they’ll keep reading. If it’s not, they’ll leave your site in search of more engaging content. Additionally, the headline lets Google know what topics your blog posts cover, improving your SEO ranking.
The key to a great headline is hooking the reader with a direct statement without giving away the punchline. Your headline should contain enough detail to intrigue readers, encouraging them to read or watch the entire piece. Should you need a little inspiration, take a look at headlines for content that’s currently ranking around your topic. Take note of any words or phrases that are performing the best.
5. Break Up Text With Other Forms of Media
Pillar pages and whitepapers can be challenging to consume if they aren’t broken up into easily readable chunks. Incorporating images, videos, and infographics into long-form content makes it easier to read and more enjoyable to view. In fact, content that includes images receives 30% more shares than content that doesn’t.
If you’re unsure what media to include in your long-form content, consider using graphics you’ve created for social media. Instagram and Facebook posts often contain educational visuals that can be easily incorporated into your onsite content. Company videos you’ve posted on YouTube are another great resource you can repurpose for your pillar pages.
6. Have a Strong Call to Action
Do your prospects know what action they should take after reading your content? If not, you could be losing tons of potential business. A call to action encourages readers to take the next step in the buyer’s journey, leading to more sales. Common CTAs include “Book a Consultation” or “Sign Up Today.”
When crafting your CTA, you want it to stand out from the rest of the text. An easy way to do this is by creating a brightly colored button that links to the desired action. By creating a colorful CTA button, you attract user attention, increasing your number of leads or buyers.
7. Don’t Forget to Edit
Nothing ruins your credibility quicker than a silly spelling mistake. Before posting anything on your website, make sure it’s gone through a few rounds of edits. You want your content to be grammatically correct and easy to read.
After you’re finished writing, read the content out loud. This will make it easier to catch clunky sentences and misplaced words. Next, run your document through a grammar checker to catch spelling mistakes, missing commas, or incomplete sentences. Finally, have another member of your team read the content before you post it on your site.
Content can help you meet your marketing goals, or it can repel consumers. Use the strategies above to ensure your marketing efforts attract your readers’ attention — for the right reasons.