Content is an integral part of any marketing strategy. It’s important that you make sure your content is correct and contains everything that you want to convey before posting. This way you can be sure you reach your target audience
Most companies recognize the importance of content marketing and rightly so. It’s easy to track your performance and the effectiveness of online content, unlike other forms of marketing.
However, did you know that most content posted on social media channels is neither compelling nor valuable to online users?
Think about it. You’ve seen videos online that enticed you enough to view them, only to be disappointed at the end. Would you want to subscribe to that video channel in the future?
No, I didn’t think so. Content only gains sales when it is relevant to the viewer. Repeat customers spend more money than first-time customers; hence the need to optimize your content creation process to keep them coming back.
This starts way before you sit in front of your laptop to type.
You’ve written a few essays while in College. Essay writing shows you’re good at writing your thoughts on paper. However, this is insufficient to create compelling content that drives profits.
Anyone worthy of the name content creator puts effort into the creation process. Their creations are about the audience, not about them. A personal diary or informal video won’t inspire your client base to close a sale.
You might want to ask yourself, “Do I even know how to create content?”
If you don’t, read on.
Step 1: What You Need to Create Valuable and Compelling Content
Your content needs to be share-worthy if it’s going to persuade the audience to convert to customers. To do this, you need to:
Read Industry-specific News on a Daily Basis
Want your content to be witty, expository, authoritative and relevant enough to be shared? Keep abreast of the trends in your industry. What better way is there to stay current than reading industry-specific news on a daily basis?
No, I don’t mean crawling on social media. I’m referring to reading serious material pertaining to your industry, like online newspapers. Very few people want obscure content from the deep web that’s difficult to verify and conduct independent research on.
It’s a great idea to set up an RSS feed for blogs and web with relevant news. Also, you can set up Google Alerts on industry-specific keywords. This will help you keep up with the trending news in your field of expertise.
Do you know what news is trending with your target audience? You might want to find out the websites your client base visit and get news items there.
Flex Your Writing Muscles
Content creators write on a regular basis. They flex their writing muscles in a bid to keep their creative juices flowing.
Improve your writing skills by signing up for a copywriting course. Don’t be afraid to refresh your knowledge of grammar, spelling, phrasing, and punctuation.
Conduct thorough keyword research in a bid to get inspired to write.
Understand Your Audience
The needs of your client base are of prime importance in your writing. If you take the time to study your target audience, you’ll discover what makes them tick.
Humans feel valued when reading content prepared with care.
Step 2: Website Content Optimization
It is important that you optimize your website content for SEO. To do this, you need to:
Optimize Title Tags
The title tag tells people what your web page is all about. Search engines use them as the link result for each search query.
Your audience reads the title tags of your content when shared on social media. This is because the networks use them to describe the page.
Title tags are useful ways of describing your web page’s content to people.
Pay Attention to the Meta Description
The meta description succinctly states the purpose of your web page. It should include all the keywords relevant to your product or topic.
Use descriptive text in your meta description so that your audience has an incentive to click through.
Your Meta Keywords Matter
It’s important to avoid overstuffing your text with meta keywords. This negatively affects rankings.
Only use enough keywords to you get included in search results.
URLs Are Important
Ensure that your URLs are catchy, straight to the point, include relevant keywords and are succinct.
Long-tail keywords will help your client base find your website with greater ease. Be sure to include them in your URL.
Step 3: Streamline Visual Content
The content you’ll synchronize across digital channels include visuals, hence you need to perform the following:
Your images need to be tailored for SEO. This is because they get included in search engine results and sometimes show up when web content doesn’t.
Remember to make the Alt tags of your image relevant. They describe your visual content when it’s not available for display. This sometimes occurs when the search engine user’s internet connection is slow.
The image tags of your visual content matter. These display whenever a search engine user hovers over the picture with the cursor.
Pay attention to your image’s file size to avoid page load problems.
Nowadays, most internet users care very little about sophisticated online videos. Your target audience is inspired to take action based more on compelling video content.
Ensure your video titles contain keywords relevant to your client base interests. The title should be catchy enough to persuade visitors to watch them.
This is because videos use more internet data than web pages. Moreover, most internet users click on videos with titles enticing enough to make them watch to the end.
Your video descriptions should name the game i.e. dictate your audience’s expectations of the video. Ensure they meet the needs of your viewers and aren’t just tailored for SEO.
It is a good idea to start your video descriptions with a link to a pertinent page on your website. This will help viewers locate more information about your product.
Maximize On-Site Content
Create video title tags that will enable search engines to understand your video content.
Remember to provide your video hosting site, e.g. YouTube with embed codes, and paste these codes into your website’s HTML. This lets visitors view your videos directly on your website.
Step 4: News Optimization
If your business is well-patronized by customers, it follows that you’ll have industry-specific news to write about. This is a great way to be recognized as a thought leader in your field of expertise.
Many websites compete to display on the first page of Google Search Results for online news. To achieve this it makes it imperative that you optimize your news content and ensure it is fresh, informative and relevant.
Here are some things you need to do:
Submit Your Blog To Google News
This step is key to getting your news content discovered by online users. The Google News team will review your content and add it to news search results upon approval.
Conduct research on Google’s requirements for news content before you submit your website for approval.
Static URLs are important for boosting your online news ranking. Each news article should be created on a separate web page.
This will help your news content compete favorably with other news websites.
Pay Attention to Your News Headlines
Strive for authenticity in crafting your news headlines and avoid sensationalism. You want to be respected as a thought leader, not regarded as manipulative.
Include complete metadata in your news content and add your target keywords.
Keywords Are Important
Avoid keyword stuffing in your news content. Not only that, be sure that the keywords you use are relevant to your target audience.
Now you’re ready to synchronize your content across digital channels, remember to:
Step 5: Organize Your Files
Your content can be the best available but if it is not accessible once uploaded then you’ve wasted your time. Before you finally put it online, you need to be confident that it’s not going to disappoint because of links, videos or images that won’t work or load.
Ensure you have relevant names for your collective content. All local content should ideally be stored in the same location (possibly in a location incorporating the date for future reference). Recheck that all your internal and external links are working.
Recheck that all files have been optimized and their size will enable them to be loaded in your webpage quickly.
File organization is very important. This helps you to relate your images to your web page content.
Ask yourself, have I:
- Kept a brainstorming Microsoft Word Document in Google Drive
- Created a Trello Board for my target audience identity
- Stored my visual and text content in Google Spreadsheets
You make your content share-worthy when you optimize your content creation process. Not only that, you boost revenue for your company and stay ahead of the competition.
You want your content to satisfy the needs of your audience. People are compelled to take action when content is engaging, witty, meaningful and valuable. Your website traffic and rankings will definitely improve when your content encompasses all these.
Don’t overlook the importance of original content with fresh ideas—or the writers who produce it. Contact Clever Touch Marketing today, to discuss your business goals and how our content marketing team can help you.