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Creating exciting and unique content cannot be pulled out of the air. Many papers will be torn up and discarded in the process. Dive in the article below to create best content strategy in order to boost SEO rankings, gain traffic and leads.
The internet is flooded with content and thus a challenging place to deliver value to prospects. According to eMarketer, 60% of marketers create at least one piece of content every day.
Investing in premium content helps businesses to engage customers and stand out in the crowded online marketplace.
Since the digital transformation, best practices for web writing have evolved to suit peoples’ dwindling attention span.
The internet is distracting, and content must both hook and hold its audience’s interest to get results.
This article discusses four ways to create high-quality content that can better engage customers:
- Research your audience
- Write long-form articles with eye-catching headers
- Curate industry news
- Incorporate visuals
Every company’s budget should include funding for an effective content marketing strategy.
1. Research Your Audience
Creating unique content requires you to know your audience and their content preferences, then offer a better option.
Ask yourself – What problems do my customers have? What processes are they trying to improve? What information will help them to get ahead?
Research which topics your audience consumes most, who they follow on social media, and the platforms they frequent.
According to a recent survey, technology is the most popular topic among B2B audiences (45%), followed by small business (24%) and workplace/personnel (20%).
Once you get a sense for your audience’s preferences, match your customer personas with a set of articles.
Say you target decision-makers with thought-leadership content via LinkedIn. You might instead use Twitter to share news-related content with marketing teams.
To succeed, your content must be both targeted and offer greater value than your competitors.
2. Write Long-Form Articles with Catchy Headers
In-depth content with catchy headlines is the best way to engage your customers.
People visit websites to find solutions, and content that offers a comprehensive answer to these questions is valued. .
The average content length of the top 10 organic search results on Google is 2100 words, as seen below.
Longer articles give you time to educate the reader and develop a relationship. By contrast, shorter articles lack the details that demonstrate your credibility and secure the reader’s trust.
Without an alluring headline, though – your content will get overlooked.
The purpose of a headline is to get people to read the first sentence. Hence, it should present the theme of your article in a fresh and relevant way.
In the example below, the irreverent tone of this Raptitude header helped the post go viral.
Use active verbs and punchy language to pique the reader’s interest.
People’s attention span has declined in recent years, making bold headlines vital to a successful content strategy.
The ideal length for a headline is six words, according to Buffer.
People are attracted to novelty, however, so experiment with hyphenated words and longer, uncommon phrasing to get clicks.
Worthwhile content is only as appealing as the headline that precedes it.
3. Curate Industry News
Timely and relevant articles about industry happenings are always in-demand.
Sharing the latest news on your blog, social media accounts, and email can help you achieve visibility, engagement, and traffic.
Refer to your customer personas for where your audience gets their news, then comb these sites for relatable stories.
RSS readers like Feedly can help you to stay current with news in your industry.
Below is a list of the top news outlets for B2B companies, by size.
If your company is known for its insight, you’ll gain a valuable reputation as a thought-leader.
According to LinkedIn, 55% of decision-makers say they read at least an hour of thought-leadership content each week. What’s more, respondents said that this content was used to evaluate prospective service providers.
Curating and commenting on industry news shows that your company is engaged and takes its mission seriously.
4. Incorporate Visuals
A blend of text and visuals is most effective at capturing attention and communicating key ideas in your content.
People skim online content, and visuals help to improve the readability, engagement, and recall rates of your articles.
Visual content also excels on social media, garnering 150% more retweets and 37% higher engagement on Facebook.
Various types of visuals can enhance the reader’s experience of your content, such as:
- Videos
- Infographics
- Charts
- Graphs
- Original photos
Avoid stock images because they’re easily recognized and perceived as inauthentic.
Invest in visuals that reflect your brand values, enhance your site UX, and aid with comprehension.
For example, MarketingProf’s graphics are recognizable even when placed on another company’s blog.
A distinctive visual style will boost your brand recognition and add to your brand equity with each customer interaction.
Be sure to use visuals early, often, and distinctively in your content.
Creating Unique Content In the Over-Saturated Market
People seek high-quality content, so hook your audience into a streamlined content experience that’s worth repeating.
Attract readers with irresistible headlines and relevant article topics. Add original visuals to make your words more accessible, meaningful, and memorable.
Make your content stand out to better serve your business and customers.
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