Today, search engine optimization has effectively morphed into content marketing.
As a result, it's important you effectively engage your audience with great, helpful and engaging content.
However, this goal is often much more difficult than it seems. To help you get started, you can use the following tips to fuel your content marketing campaign and create killer content.
Arrest Your Readers Attention
Creating killer content all starts or ends with an attractive title or headline. The title is the one piece of content everyone is most likely to see that will determine whether the user clicks the title or continues scrolling. As a result, it's important you start or end by creating a headline that arrests readers' attention and attracts search engine crawlers.
Create eye-catching, well-written headlines
Use keywords in your headlines
When it comes to search engine crawlers, it's imperative you use keywords within the headline, which will communicate to search engines your content is relevant to the users query. In the end, the goal of your title or headline isn't only to hook readers, but it should offer them true insight into the content of the post.
Instead of providing your audience with an eight-page dissertation about a boring subject, use sub-headers to break the text up. When you use sub-headers, you can allow your audience to scan your content, which increases the chances they will actually read it. At the same time, sub-headers greatly shorten overall appearance of a lengthy post into short, snackable, and more enticing content. Another benefit of sub-headers is the opportunity to use keywords within <h1> and <h2> tags, which is great for SEO.
List Posts Still Rule
Whether you hate lists or not, your readers simply love them. Lists are easy to read, highly engaging, and offer your audiences the information they desire in a short and snackable format. Even better, list blog posts simplify the task of creating an engaging title. You can offer you audience posts like, "5 Ways to Reduce Your Heating and Cooling Bill" or "Top 3 Things a Non-Family Law Attorney Doesn't Know About Family Law." Both of these post titles suggest content that offers readers information they can use in an easy-to-read format.
BONUS TIP: Give instructive advice through "How To" articles. These articles speak to your audience and are designed to directly fulfill a need.
Give Your Readers What They Want
When you are creating content, you must always keep your user in mind. However, it can be awfully difficult to know what the user wants without knowing what the user wants. This fact makes is highly important to use buyer personas and metrics to determine what types of content your audience is most interested in.
Having defined buyer personas allow you to have a fictional view of your ideal customer. The process of creating your buyer personas gives you the opportunity to think about your customers' wants, needs, pain points, motivations and more. These insights can help you create content that will speak directly to your ideal customer.
If you are new to metrics, Google Analytics and a Facebook business page will provide quick and easy-to-understand metrics that can be used to guide your content marketing strategy. When you recognize a higher level of engagement with a specific topic or type of content, give your audiences what they want. Once you become more comfortable with content marketing, there are a wealth of more valuable metrics you can use to guide your strategy.
Mix It Up
Simply put, written words aren't the only type of content that will attract and convert. You should mix up your content marketing strategy with podcasts, YouTube videos, infographics, tutorial videos, funny pictures, and various other types of content.
The goal of content marketing isn't to bore your audiences; but the most quintessential goal is to increase visitors, leads, and sales. You can use all forms of digital media to effectively accomplish your goal. Make sure you always optimize your various types of content and media for users first and for search engines second.
Ready to start creating killer content? Start by defining your buyer personas.
Get to know your customers!
Do you know your best customer? Honestly -- do you really, really "get" your best customer? For example: Do they use a Mac or a PC? Watch The Bacheloror Duck Dynasty? Do they drive a pickup truck or convertible? If you don't know the answer, it is time to do some research.