Whether it’s improving rankings or getting your readers to take an action on the page, there are plenty of ways to take a nice idea and turn it into great content. The most infuriating thing for creatives is to write something that they know is deep down inside of them, but doesn’t work at all.
If there were a little button, we could push to give our article the boost it needs, as it does on social platforms, our lives would be so much easier. Wouldn’t that be magic? But until that happens, there are three things you can do to increase your chances of content success.
1. Improve the Content of Your Website by Assigning It a Marketing Goal
Fresh and up-to-date content is an essential part of digital marketing. It helps keep potential and loyal customers interested, answer their questions and solve their problems, all while bringing them closer to a conversion.
However, content for content will do nothing but waste your precious time, bore your readers, and force them to look elsewhere for interesting topics, like your competitor’s.
One way to work around this problem is to assign a goal to each of the articles you write. Your goal could be the following:
– Answer a common question that is often asked of your sales team;
– Create a supporting text for a public relations campaign;
– Reinforce specific search terms by creating an internal link between your blog post and a category or service page.
And if you can’t figure out what goal to achieve, you might be wondering if you’re creating something concrete or just ticking off a task in your Trello board and moving on to the next project.
2. Seek Intent as Much as Possible
When you know what topic you are going to cover and have done some preliminary research on the search terms, spend some time on the SERPs you are targeting (this will most likely be Google, but other platforms are available. (Bing or YouTube) to see if your topic matches what actually ranks.
You will need to check not only the topic covered, but also the format and types of pages. If you are writing a blog post and the SERPs are full of eCommerce product pages, your post is unlikely to appear high enough to get clicks.
That doesn’t mean, however, that you have to abandon the idea and start from scratch. The next steps are to review your target search terms and revamp them until you find a search results page that you are more likely to rank on.
It can be helpful to look at the “Other Questions Asked” boxes that appear in search results, to give you even more ideas about the kinds of things your target audience is looking for.
3. Think of Your Platforms: Blog, Networks, Etc.
This is an important, but often overlooked, step in the creation process. Do you know what platforms your content will be placed on? The supporting articles will likely be placed on the blog or in the news section of your site, but are you planning to share them organically through social media or use paid platforms like Google Ads?
If so, we strongly recommend that you reach out to these teams to find out what types of content have performed well in the past. Don’t assume that you will be successful uploading your content to all possible platforms. You might find, for example, that articles delivered through CPC are more successful when they are long, while social media posts or paid ads work better if they are shorter, fast and use more visuals.
Take the time to think about the platforms that will help you achieve the goal set by your article and go for it, formatting your content according to the advice of your colleagues.