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Along with the concept that “content is king,” came an extremely flooded landscape. A harmful misconception was born that the sheer amount of content being produced is key.
Thinking about the recent algorithm updates that we’ve seen, it’s clear that Google is trying to tell us something – to choose quality over quantity.
I’d argue that content actually isn’t king anymore. Quality is.
By this, I mean that having fewer extremely valuable content assets is much better than having an abundance of low-quality assets.
As content marketers, we must focus on offering readers value in everything that we write and publish. Sometimes this means recognizing when you’re creating irrelevant content.
Here are 10 warning signs that it’s time to revamp your content strategy.1. Organic Traffic Is Minimal
It may go without saying that if no one is searching around the topic that you’re writing about, the chances of it driving significant traffic are slim to none.
In order to create valuable and relevant content, you need to know what information your audience is searching for.
Spend time getting to know your audience(s) – what their daily roles and responsibilities are like, the challenges they are facing, how they find information and consume content, and their business needs.
This will give you plenty of insights and, ultimately, help guide your keyword research.2. Keyword Research Isn’t a Part of Your Process
Building an editorial calendar that will drive organic visibility is nearly impossible without having a clear understanding of:
The queries being searched for.
Topics being discussed within the industry.
The questions people are asking online.
Using keyword research to guide your content development efforts will ensure that you’re writing about terms or topics that are being searched for, that you have a chance of ranking for, and help you reach the right audience.3. Content Is Being Found, but Not Read
By looking at metrics like bounce rate and time on page, you can get a solid feel for how engaged readers are with your content.
If you’re seeing high bounce rate and low time on page, this indicates that users aren’t finding the content especially valuable, or it doesn’t provide the information they need.
Typically, this problem can usually be traced back to different search intent; however, it could also have to do with the readability or format of content.4. The Wrong Keywords Are Being Targeted
Search intent is something that content marketers should always keep in mind.
Remember, just because a term is highly searched for, does not mean that it is relevant to the information you are providing or your business objectives.
One of my favorite examples of this was a client who wanted to rank for the term “AIM.”
To them, this term meant “artificial intelligence marketing.” To Google, this acronym meant a variety of things including American Imaging Management, AOL Instant Messenger, Automatic Identification and Mobility, and more.
Note that none of this included artificial intelligence marketing related content. For this reason, we chose to go with a longer tail term (“AI marketing”) that was better aligned with their business objectives.
As part of the keyword research process, before you start drafting content, make sure that you’re familiar with what’s ranking in the top search results around the phrase at hand.
What information does Google think is most valuable to display to searchers? Can you create an asset that aligns with what’s ranking and your business objectives?5. You Aren’t on Top of the Latest
Coming up with new ideas and topics to write about is a constant challenge for content marketers, especially when you’ve been writing on a website for a couple of years.
This is one of the many reasons why it’s absolutely essential that you’re staying on top of the latest news and trends within the industry.
Simple tasks like subscribing to key publications, setting up Google Alerts around your keyword set, reading Google News stories, and participating in forums will help with this. But, I also suggest getting involved in industry events and reaching out for insights and feedback from SMEs and customers.
Doing so will help you better understand your audience, come up with timely and relevant content topics, know the most recent trends, challenges, and needs, and even keep an eye on competitive activity.6. Traffic Is Declining
If you’re noticing particular assets (that were once performing well) have experienced a decline in traffic, there are likely some really great refresh opportunities ahead.
Start digging into those assets and looking for ways to make them relevant again.
Consider the following questions:
Did the asset lose visibility around any valuable terms?
What’s showing up in search results for those keywords?
Did those search results shift at all? Is the search intent aligned with your asset?
How can you update the asset to make it more aligned with top search results?
Could certain statistics or information be updated to make the asset more relevant?
Not only will this type of analysis lead to some quick traffic and keyword wins, but it will also help offer readers the most recent and valuable information.7. The Content Experience Is Inconsistent
The overall experience of your content can certainly impact its performance. For example, bounce rate, time on page and other key engagement metrics will suffer.
It’s important to offer a consistent experience across different types of content including blog posts, landing pages, strategic resources, and even social media channels.
When a user jumps from one blog post to another, they shouldn’t feel like the content belongs to separate brands. Although different authors will likely write the content, simple consistencies can make all the difference.
Consider the following elements:
Tone and personality
Topics that align with your identity
Image style and alignment
Font colors and styles
Bottom navigation8. Engagement Is Lacking
Social media shares and engagement can also be a good indicator of how relevant your content is.
If your content is receiving very minimal shares on social media, start looking into what content is performing best on your site and competitive sites.
BuzzSumo can be a really great tool for this since it allows you to look at content that is driving the most social media shares around a particular topic.9. You’re Always Promoting Something
The good old 80/20 rule. While there’s no secret sauce to engaging your audience through content, the 80/20 rule is a good foundation.
The rule suggests that 80% of your content should be informational and educational, while only 20% of content should promote your offerings.
If you’re constantly promoting or pitching your products or services in content, there’s a good chance that you’re losing valuable readers.
Instead of creating content that is basically a datasheet or list of product features, focus on solving your audiences’ challenges.
You will not only gain trust and build thought leadership, but you can also avoid annoying readers with irrelevant and promotional content.10. There’s Nothing Unique
On the other hand, if you’re simply sharing something that has been published elsewhere already, you’re only contributing to the current content flood and not offering much value to readers.
Even when writing about something that received a lot of attention online recently, try offering a new take, look to share unique findings, or provide evidence backing it.
Are there case studies on how the strategy actually helps businesses? Are there specific examples of how it’s been successful in the past? What noteworthy results have you seen?
Overall, it’s important that you’re not only writing at a high level but diving into concepts and providing evidence to back up your points.What’s Next?
To recap, the majority of these warning signs can be resolved by simply knowing your audience and putting them first in everything that you write.
Yes, it requires doing your homework. And, there’s certainly no definitive end for this research. But, the payoff is real.
By knowing the information that your audience is looking for, you can provide even more valuable and relevant information that will give your content the momentum it needs.
You're reading 10 Warning Signs You’re Creating Irrelevant Content
The COVID-19 pandemic has put much of the world on pause.
However, as a brand, the COVID-19 pandemic shouldn’t bring every marketing effort in your company to a halt.
Staying totally silent with content creation is the wrong choice.
Here are seven crucial reasons to keep creating content during this pandemic and beyond, no matter what the virus and economy throw at us.1. People Are on Their Digital Devices A Lot
Let’s first address the fact that people are on their phones/tablets/laptops all the time nowadays.
While cooped up in quarantine and working from home, millions have turned to digital devices for everything from news to entertainment.
The Washington Post just recently reported that iPhone weekly screen time reports are through the roof. App usage is also seeing a surge as people browse Facebook, Instagram, TikTok, and others for hours on end.
So, what does this have to do with your brand’s content production?
Well, to put it frankly, you’ve got an audience of bored, technology-addicted customers at your fingertips.
Even if people are clutching their wallets tightly during this uncertain time, there’s still a huge opportunity to reach out and influence large groups of customers through your content right now.
Publish that new blog post.
Share stuff on Facebook.
Keep up with your Instagram posts.
Trust us – people are looking, and even if they don’t purchase anything, they’ll notice what you’re publishing.2. Quarantined Customers Are Looking for Distractions
Speaking of bored quarantiners on their phones, let’s talk about how you can provide online distractions for customers.
As a brand, you can either view this as an intimidation factor or as an opportunity to provide people with the distraction they need to manage their concerns.
Everywhere you turn, people are talking about the pandemic and its repercussions.
Although this is an angle you can take in your content, you can also produce messaging that isn’t about anxiety-inducing topics.
Take a look at the recent Netflix hit show, “Tiger King.”
Why is it so popular? Is it because it’s stellar quality or beneficial to people’s lives?
No – it’s because it’s downright distracting from the concerns of the world around us.
That’s why it’s been watched by more than 64 million households.
People are desperate for entertainment and interesting content during a time when they’re practically on house arrest.
What can your company do to give people a little distraction right now?
If you’re a skincare company, write a blog about tips for taking care of yourself while you’re at home.
Are you a toy business?
Publish posts on innovative ways for keeping kids entertained.
No matter what kind of brand you’re a part of, there are strategies to give people a source of distraction. You’re only limited by your own creativity.3. It’s Important to Take a Position
Sometimes, taking no position is worse than taking a bad position.
Use content as a method of positioning your COVID-19 related messages.
Everyone, from brands like Nike to Coca-Cola, is speaking out about their thoughts and actions surrounding the virus.
In doing so, they’re taking a stance people can admire.
There are many ways to take a position through your content.
Write a post about your charitable donations during the quarantine.
Provide free value to customers/followers.
Send your thoughts and positivity to those who need it.
Support healthcare workers and other essential employees.
Discuss what your brand is doing to keep people safe.
You can also use your “re-positioning” around the coronavirus to improve current content marketing strategies.
For instance, have you seen the home security systems that are highlighting the importance of safety right now?
Or the car commercials that emphasize “comfort” more than before?
Healthcare products that boast of “immunity-boosting” properties for your family?
Take a look at what your position on COVID-19 is and how it can play a role in your content production.
Ignoring the virus and its repercussions isn’t an option – it’s time to speak up in a way that works for your brand.4. Content Is a Long-Term Investment
Feel like your brand isn’t getting much attention during the pandemic?
That’s understandable – these are uncertain times in which people are being pulled in multiple directions at once.
However, that doesn’t mean halting content production is a good idea.
People might not be engaging with it right now, but there are some kinds of content that aim at long-term goals. Rather than driving on sales-focused content, try to look toward the future.
Over the next few months, write content that can:
Improve brand awareness by showing your personality and beliefs.
Inform potential buyers about the current status of your business and products.
Build trust with customers through continuous communication and support.
Increase customer loyalty through feedback and engagement, as well as special offers.
Don’t think of each blog post or social media campaign as a here-and-now strategy.
Think of it as an investment in people’s long-term awareness of your brand.
When the Content Marketing Institute gathered responses for the 2023 B2C Content Marketing survey, it found that nearly 90% of the most successful brands stated that content marketing helped them increase brand awareness over the course of 12 months.
We don’t know where this pandemic will leave us in a year, but we do know that things will continue to change.
Your content right now needs to be about brand awareness – something that will lead to revenue.5. Can’t Get Many Conversions? Gain Followers
With the recent economy’s instability and the impending recession that’s been predicted, many people are holding onto their hard-earned dollars tightly.
Therefore, it’s not surprising that many businesses are experiencing fewer conversions during the pandemic.
So, you might be thinking, “Why would I waste my time using content to reach customers?”
The answer lies in your mindset about producing content.
Writing blogs, creating social media posts, and starting new campaigns isn’t just about earning revenue – it’s about gaining followers on other platforms.
As TechCrunch pointed out, Under quarantine, media is actually social.
People are no longer following brands solely for shopping purposes – they’re following them to connect, and if you can harness that energy, you can substantially bump up your follower counts.
Business as usual posts won’t cut it.
Entice followers with posts about how you’re adapting and how you can be there for them during this difficult time.
Did you know that back in October 2023, Chipotle was the only major restaurant chain with a TikTok presence?
Now, hundreds are adapting to go where their people are – on entertaining social media platforms.
By Mid-March, brands like WhatsApp, Facebook, Twitter, and Instagram had all experienced at least 40% spikes in usage.
Instead of worrying about how your customers are distracted and unwilling to spend money, jump on the chance that they’re very present on media platforms you can access.
If necessary, start new content accounts where you feel you can reach out to a higher number of potential followers.
Don’t be afraid to experiment, especially when people could really use a good chuckle or some interesting news.6. Consistency Is Always the Key
More than 500 hours of video content are uploaded to YouTube every minute as of May 2023.
There were nearly 75 million blog posts published on WordPress sites in April 2023.
Nearly two-thirds (62%) of companies with more than 5,000 employees publish content on a daily basis.
Consistency and regularity are two huge aspects of content success.
Although it might be tempting to take a break from religiously posting while everyone is quarantined, such a disruption could hinder some of the success you’ve already garnered.
Additionally, Google is always on the hunt for fresh content.
All of your content has a shelf life, and if the search engine doesn’t consistently pick up on new content, your SEO results could suffer.
You might not need to publish on a daily basis, but try to keep up with your schedule as much as possible, despite the circumstances.In Conclusion
Content is a tool – which means it’s only as effective as the brand that wields it.
During the pandemic, and after, it will be up to each individual company to see how they can make their content worthwhile.
Still, it seems clear that the companies that continue to produce content, even during this strange time, will come out ahead as the leaders, educators, and popular brands.
Don’t let your marketing fall by the wayside just because the rest of the world is on pause.
Adapt to this new pandemic society and learn how to maneuver around its ups and downs.
Remember: content marketing is a long-term game, so don’t get too stuck in the right here and now.
A well-executed content marketing strategy can skyrocket your brand awareness and generate significant long-term profits.
If you’re struggling to get the results you anticipated with content marketing (e.g., traffic, links, conversions), don’t beat yourself up. Content marketing is an ongoing process that typically requires numerous iterations until success is achieved.
Here are five signs it’s time to stop what you’re doing and rethink your content marketing.1. The Numbers Don’t Add Up
If you’re serious about content marketing, you have to track the following metrics meticulously.Website Traffic
It’s hard to call a content marketing campaign successful if it doesn’t produce a long-term improvement in website traffic. Google Analytics will show you if your overall website traffic is increasing, but you should also pay attention to the average time spent on each page, the total amount of pages viewed per user, and bounce rate.
If your overall website traffic improves but engagement doesn’t, this is an indicator that your promotion strategy is working but the content itself needs an overhaul.Mailing List Opt-ins
It might be that your email opt-in button is inappropriately placed or is aesthetically unappealing. It could also be that you need a stronger lead magnet to encourage people to opt-in.
However, the most likely reason for this problem is that your content is underwhelming. Either you aren’t offering enough value to your audience, or you’re conveying the information in a way that doesn’t resonate with the target demographic.
In these cases, you might want to test whether repurposing your content as infographics, presentations, or other content forms helps to improve conversions.
Your content needs to be so informative and actionable that people immediately want to give you their contact information. One of the ways to improve the value of the content is by conveying it in a different medium.Social Media Metrics
Metrics such as volume, reach, and engagement are all important to track — primarily on platforms where your content is promoted.
If you regularly post high-quality blog content on Twitter, include the relevant hashtags and engage in discussions with your audience and other influencers. Your metrics will continue to improve.
Social media metrics are more accurate indicators of how good your promotional efforts are rather than how good your content is, but you should still track them.Links
One of the most obvious signs that your content is resonating with your audience is the generation of new inbound links. If people love your content, they’ll share it at every opportunity and link to it in their own articles.
With tools such as Open Site Explorer, you can see how many new inbound links are being created. As you press forward with content marketing, expect your organic search visibility to improve.2. You Don’t Have a Documented Content Strategy
Stunningly, only 32 percent of B2B marketers have a documented content strategy.
If you’re publishing regular content and have no strategy in place, you should stop what you’re doing immediately and start working on strategy development.
Creating a content strategy isn’t some superfluous exercise that helps your content team feel happy and engaged. A content strategy is the literal DNA of your content marketing campaign.
Without a strategy in place, your marketing efforts will be haphazard and unfocused. If you don’t have a strategy, you can’t be successful, because you’ve never even defined (in specific terms) what it means to be successful.
You don’t need to go to this extent to be successful, but you at least have to define your USP (what makes you different from your competitors), your buyer personas, your definition of success, and the tactics you’ll use to achieve success.Your Ideal Customer
Having an intimate understanding of your audience is essential if you want to execute an effective campaign. If you have a particular buyer persona in mind when you write your content and you understand their pain points, values, and desires, it will be easier to create content that resonates.
John Jantsch, author and CEO of Duct Tape Marketing, suggests getting to know your ideal buyer, then reverse engineering your content marketing to serve his or her needs.3. You Aren’t Utilizing Visual Content
In a 2024 survey, 37 percent of marketers stated that visual content was the most important part of their marketing strategy, second only to blogging (38 percent). If you aren’t using visual content now, you’re already being left behind.
Great visual content marketing assets include:
You might find that old, underperforming blog posts can be repurposed as colorful, vibrant infographics and generate more engagement. Likewise, a sea of sales copy on your product page might be far more effective repurposed as a flashy animated explainer video.Quality Matters
Simply deciding to publish visual content won’t guaranteed success. Quality control is more important with visual content because there are more facets to consider.
When creating an infographic, you need to:
Consider your audience’s interests.
Choose a topic with viral potential.
Ensure your facts and statistics are up to date and from reputable organizations.
Craft the copy within a visual framework.
Ensure the design is high quality and the tone is appropriate for the content.
A poorly written blog post is unlikely to gain any attention, whereas a spectacularly bad infographic could make your brand famous for all the wrong reasons. Bad content is amplified when conveyed visually, so always prioritize quality when publishing visual content.4. You Don’t Budget for Content Marketing
In a 2024 content marketing survey, the average B2B business spent 28 percent of its marketing budget on content marketing.
There is also a correlation between the effectiveness of content marketing and the amount of money spent. The most effective B2B marketers allocated 42 percent of their budget to content marketing, while the least effective only allocated 15 percent.
While content marketing is often considered as a free way to generate traffic, it’s really like any other facet of business — you have to invest money to make money.
Good business owners aren’t always good writers. Instead of striving to become a good writer yourself, you might achieve better results by outsourcing your blog to a team of professional freelancers. Doubling down on what you’re good at (running a business) while outsourcing your weaknesses is usually the right decision in terms of long-term profitability.
Branded images for social media can be easily created with free tools, but for more complex forms of visual content, you’re better off hiring someone who knows what they’re doing. You can write the content for an explainer video, animate it, and do the narration yourself but you’ll never receive a professional result.
It’s unlikely that one individual will have the capabilities to write a compelling narrative, design and animate a video, record the vocals in a professional studio, and then mix the audio. For these kinds of tasks, you’ll need a team of specialists to work collaboratively.
You might save some money initially by creating the content yourself, but your brand reputation will suffer long-term. If you want to produce high-quality content, allocate a chunk of your marketing budget for the help of skilled professionals.
In addition to content creation, other content marketing costs to budget for include:
Outsourced social media management.
WordPress plugins.5. You Aren’t Promoting Your Content
You’ll never get good results with content marketing if you aren’t committed to content promotion. As with content creation, promotion is an ongoing process that has no definitive end date.
Some marketers create a new blog post, share it on Twitter with all of the relevant hashtags, hope it receives engagement, and never think about it again. Even if you produce the best content in the world, you’ll never succeed with this kind of lackadaisical approach
Consider applying the 80/20 rule to content marketing: Spend 20 percent of your time creating content and 80 percent of your time promoting it.
Use these tactics to supercharge your content promotion efforts:
Submit infographics to infographic directories.
Reach out to influencers for quotes to feature in your blog posts then request shares once the post is published.
Share a handful of useful snippets from each post (such as statistics and quotes). Publish each snippet separately on social media.
Contact industry blogs and pitch yourself as a guest poster. Include relevant links to your content in your guest article.
Share your content on Reddit.
Share your content to relevant LinkedIn groups.
Respond to questions in Quora and post a link to your post as part of the answer. This also works for industry forums.
Distribute content to your mailing list. Segment your list for more targeted marketing.
Link to the blog post from other posts on your site that are receiving high traffic.
Reference the post in webinars and podcasts.
Include a link to your post in your email signature.
Link to posts by thought leaders in your content and inform them that you referenced their work. Kindly request a share.
Repurpose your content as a Slideshare presentation and contact users within your industry.Summary
If you aren’t achieving your desired results with content marketing, don’t worry. Content marketing rarely works on your first attempt and sometimes it takes months (or even years) to get any real traction.
If what you’re doing at the moment isn’t working, keep innovating and stay persistent — the rewards are more than worth the long-term commitment of publishing frequent, high-value content.
In-post Photo 2: Pixabay
Does anyone else remember the old days of SEO? Realistically, they weren’t that long ago, but in the age of the internet, even a few years is practically an eon. A lot has changed since people began optimizing their websites for search engines.
Back in the day, SEO essentially meant “put in the keywords we want to be associated with our content – and make sure there are LOTS.”
Makes sense, right? Presumably, if someone is searching for “local fair trade coffee” and your website has a page with 15 instances of the term, Google is going to think it’s perfect for what the person is after. Except that’s not how SEO works anymore – at all.Why Thinking Along the Lines of Just Keywords Doesn’t Work Anymore
Stuffing your content with keywords just doesn’t appeal to search engines anymore, and it never really appealed to your readers.
Just think – when you’re reading web content or blogs, seeing the same key terms dropped over and over again can be frustratingly disruptive.
Google and other search engines realized this and began trying to pick which content to display based on more relevant factors than just keywords. The E-A-T and Y-M-Y-L standards, a 160-page doc released in late 2024 that defines how Google looks at and ranks websites, reinforced that Google is looking for humanized content in today’s web rankings.
While this makes the job of your average SEO expert a little more challenging, it’s been an effective way of ensuring quality content is reaching readers.
Now, there are more techniques than ever to ensure your work is reaching the right people.
So how do you balance it?
Here’s how you can begin to think beyond the keywords.Are You Giving the People What They Want?
When you search for something on Google, what are you hoping to find?
That’s the first question you need to ask. Because once you understand your own search behavior, you can empathize with your own audience.
The thing is this – people don’t go searching for keywords. They go searching for answers to their questions, and you just happen to use keywords to make those answers easier to find.
Where people get confused is by thinking the keywords themselves are more important than user intent (which is to have their questions answered/problems solved.)
Google and the rest of the search engines are very aware of this. In an effort to give searchers the best possible results, they are now looking to showcase content that meets the intent of their users.
When you’re designing your content strategy, closely consider the what your users want.
Why would they want to visit your page? Is it to purchase a product to make their life easier, or perhaps to learn about a subject they were previously ignorant of?
Whatever the reason, your content (and the keywords associated with it) need to be tailored to the intent of your users – not merely acting as a “catchall” to try to maximize traffic.
Not only will Google give preference to you for your valuable content, you’ll also find the users coming to your website are converting better.
Whether that means making inbound sales or simply building a deep subscriber list, if your audience is finding your site with intent, they will be more likely to engage with it in the way you want them to.Are You Offering Hyper-Relevant and High-Quality Content?
Once you’ve determined the intent of your users, and matched keywords to that intent, you need to deliver on your promise.
There’s a reason we get annoyed at reading keyword-stuffed blog posts – they seem distinctly self-serving with little care given to the reader.
It’s not only your audience that hates that bad SEO habit, but it’s also search engines, too.
One of the best things you can do for your SEO is to make sure you invest in deep, meaty, relevant content that your audience looks forward to engaging with.
You’ll also want it to be super-specific, not a hodge-podge of general information. That way, your content can be viewed as expert in one particular area, rather than a jack of all trades, but a master of none. Content like that is a dime-a-dozen online.
Sure, this is good for your users, but how does it benefit your SEO?
The single most important thing Google uses to determine a websites authority are how many backlinks from other websites it has.
And you know what people link back to? Exceptional content.It’s Not About ‘What’: It’s About ‘Where’ With Keywords
Like almost everything in life, quality is much more important than quantity when it comes to keywords.
Your article could be 50% filled with the keyword you’re targeting, but it won’t matter at all (except maybe negatively) to search engines if they’re all stuffed into your footer.
Knowing where to place keywords is the most important thing to consider nowadays.
Your slug, header, H2, and image alt text will all have more of an impact than just injecting it into your body paragraphs.Conclusion: What’s the Verdict?
Here’s the real question – do keywords even matter in modern SEO? In short: yes. But they matter significantly less than they used to.
Unfortunately, many still have the old mindset of, “stuff ’em in, the more the merrier.” It didn’t make content any better back in the old days, and it certainly doesn’t now.
Not only does this fail to benefit SEO efforts, but it can actually hinder them. Plus it can make most written content sound forced and clunky.
Modern techniques have evolved with the search engines. Put simply; it’s about appealing to people now – not machines.
By carefully assessing user intent, writing super precise, ridiculously relevant content, and applying keywords in their proper places, you can make your content as appealing to search engines as it is to your audience.
Companies hire content writers for web content writing, product descriptions, company profile texts, or e-mails as part of their content marketing strategy. Yet, more than 30% of marketers struggle to create content that attracts their audience and resonates with them well, and 60% of B2B content marketers have difficulty creating high-quality content.1,2
Learn about ten content writing tips to stand out in the market.What is content writing?
Content writing is a general term that covers all kinds of content produced by writers and includes different content, such as
Website or blog posts
Company profile texts
Product descriptions.Why do companies hire a content writer?
To create content that educates the readers with a comprehensive review of the market or their services.
To increase their presence on search engines or social media.
By attracting readers, companies increase their visibility, rankings on search engines, and brand reputation, which is reflected in sales. There are some content writing practices in that high-quality content can help you grow your business.Top ten content writing best practices 1- Determining focus keywords
While searching on the Internet, customers use specific keywords that correspond to their query to get knowledge on that specific service or product rather than reading a blog post on some unrelated topic.
That’s why focusing on one topic with specific keywords at a time can help produce much more consistency within the content without going beyond the subject, makes the keyword research process easier, and helps grab the reader’s attention with relevant content.2- Content personalization
A recent survey reveals that customer centricity and personalization are the most important goals of companies in their digital transformation process, but only a few achieve personalization in content writing.3 The success rate of digital transformation in marketing is around 30%, while the remaining 70% needs to catch up in implementing strategies.4
Check our article to learn more about digital transformation challenges and some solutions.3- Publishing consistently
When it comes to content publication, although content writing skills are crucial, consistency is the key. 57% of marketers say they have attracted new customers by consistently publishing web content.1 Marketers state that publishing 2-4 pieces of content per week would allow companies to keep track.54- Editing and updating content regularly
Figure 1. A survey on the returns of updating content
Just as sharing content regularly, updating the old ones is crucial to stay relevant and to rank high on search engines. However, findings show that the rate for updating older articles is around 40%, making the remaining 60% outdated content.15- Adding visual content
However, adding irrelevant visual content to the articles would provide no benefit and even harm the brand’s reputation. Creating relevant and informative visual content with alt texts can help readers find the content easier on search engines and ensure brand reputation.
Check our article to learn how to transform data into images anyone can get insights through data visualization.6- Having a data-driven approach
Figure 2: What percentage of companies have a data-driven approach in decision-making processes?
Research shows that more than 80% of professionals do not have a high degree of data literacy, and only half of companies use a data-driven approach in their decision-making processes.6
Although every writer has their own point of view, writing style, or experiences to tell the readers, an intuitively-driven approach does not provide a solid or objective picture to the target audience. Unlike the intuitively-driven approach, which is subjective, a data-driven approach based on research and factual knowledge can make the content more trustworthy.7- High user/content readability
Explaining a phenomenon with simple words is the key. To increase the readability of content, it is crucial to have clear language. However, creating simple content should not mean a lack of depth. It is suggested that content with 1,000+ words is the most read; thus, long-form content seems desirable.7
Besides using simple sentences and clear language, providing a table of content at the beginning of the texts to inform the readers whom the article is targeting and why it is written, splitting the content into paragraphs, and adding bullet points can help increase the readability.
We have also checked AIMultiple’s all-time top 100 most-read articles and found that the average word count of our top 100 articles is around 2600 words. As the shortest article has around 1000 words, the largest one has 5000+ words.8- Consistency in the voice tone
Do you prefer to interact with the readers using formal or informal language? Determining a tone of voice that overlaps with the corporate identity for all the written content and using it consistently can help the readers have a consistent brand image.10- Getting help from the social media
Sometimes content writers can have writer’s block, and creating content can be stressful. In such cases, getting help from social media trends or marketing strategies can give the writers ideas on narrowing down the topic they are interested in.
Here, we also provide our data-driven list of content-writing services.
If you need any assistance in content writing, do not hesitate to contact us:Sources
1- Ouellette, Coral (April 22, 2023). “Ultimate List of Blogging Statistics and Facts (Updated for 2023)”. Optinmonster. Retrieved November 16, 2023.
2- Salkin, Miné (March 29, 2023). “40+ Content Marketing Statistics to Power Your 2023 Strategy”. Semrush. Retrieved November 16, 2023.
3- Palumbo, Silvio; Simon, Mario; Cornock, Will; George, Chris; Shoji, Yohei (October 5, 2023). “AI Has Launched a $200 Billion Revolution in Content Personalization”. BCG. Retrieved November 16, 2023.
4- “Digital Transformation.” BCG. Retrieved November 16, 2023.
5- Brenner, Michael (November 15, 2023). How Often Should You Blog? [Blog Post Frequency Research]. Marketing Insider Group. Retrieved November 20, 2023.
6- The Data-Driven Mindset 2023 Research (PDF). HubSpot. Retrieved November 20, 2023.
7- Brenner, Michael (March 9, 2023). How Many Words Should a Blog Post Be? Marketing Insider Group. Retrieved November 20, 2023.
8- Sharma, D., Shukla, R., Giri, A. K., & Kumar, S. (2024, January). A brief review on search engine optimization. In 2023 9th international conference on cloud computing, data science & engineering (confluence) (pp. 687-692). IEEE.
Begüm is an Industry Analyst at AIMultiple. She holds a bachelor’s degree from Bogazici University and specializes in sentiment analysis, survey research, and content writing services.
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If you want to share information with someone, tell it to them.
If you want that person to retain that information, tell a visual story with an infographic.
Infographics are an aesthetically pleasing way to summarize data and share information in a more compelling, engaging way with content consumers.
They can tell a story that captivates readers in a way words alone fail to accomplish.
And, for those concerned with infographics being a thing of the past, infographics have had the biggest increase in usage among B2B marketers in the last four years and was at 67% in 2023.
Marketers, too, agree with the power of visuals.
In fact, 49% of marketers rate visual marketing as “very important” to their marketing strategy; 22% consider it “important”, and 19% say that their strategy is nothing without visual content.
Looking to elevate your content strategy past your standard text and graphic elements?
While there is a wide range of benefits of using infographics, we’ve narrowed down our top 10 reasons to incorporate them in your content strategy.1. Infographics Can Improve Decision-Making
Visuals speed up the rate at which information is processed.
The quicker you process information, the faster you can make decisions.
This can be beneficial when presenting complex ideas, such as breaking down academic research in an easily digestible manner.
The mind processes information in pictures much faster than it does in words and humans tend to be visual creatures inherently.
If you are trying to understand something complicated, infographics help your brain work through it quicker.
This, in turn, helps your business communicate its end goal quickly and more effectively.2. They Increase Your Content’s Exposure
Compiling research is a timely endeavor that can take plenty of resources.
From there, designing an infographic based on this data is yet another step in the process of creating a compelling visual.
While not every infographic requires original ideas, the effort you put into creating your infographics is sometimes not duplicated but rather shared by others.
Your organization can be best promoted when your content and visuals include useful and meaningful information for viewers. Increase your potential reach by publishing infographics that are:
Relevant to your audience.
Adhere to your brand guidelines.
Convey complex information in a simple format.
Tell a compelling story worthy of sharing.3. Enhances Content Shareability
Infographics should not only be easy to consume, but easy for readers to share.
To improve your infographic’s sharability, your business should:
Enable highly visible social sharing buttons.
Add an embed code button.
Submit to infographic sites (here are 20 to help you get started).
Send it in your monthly newsletter.
Include infographic snapshots or share specific sections to include on social media, in blog posts, and in press releases.
Share with related influencers and social media accounts.
Get more mileage out of your infographic (don’t be afraid to share your infographic more than once).4. Infographics Can Build Brand Credibility
Creating interesting and informative graphics can help people learn more about you or your business and be seen as a voice of authority.
By positioning yourself as an expert in your industry, you not only become a thought leader but also build credibility for your brand.
Become a trustworthy source by crafting an original infographic, power-packed with useful resources and relevant images.
To build credible infographics, leverage the following tips:
Create a well-designed infographic that’s talk-worthy.
Establish a strategy for executing a compelling infographic and staying consistent.
Publish your infographics on relevant sites with high domain authority.
Draft content that an average user can consume; don’t overcomplicate things.
Share your infographics with trusted influencers in your industry.
Keep your infographics professional by using skilled graphic designers to create them.5. They Complement Your Branding Strategy
In order for your content marketing strategy to be successful, it needs to align with your brand’s message and identity.
If someone sees an infographic on your site or on third-party sites or social platforms, they should be able to tell that it came from your company because of its unique design.
When done right, your target audience will be able to discern your brand’s infographics from others.
Customize every aspect of your infographic, from colors to fonts to text placement to align with your branding.
By doing so, you’ll build brand awareness and raise your credibility among your audience.6. Infographics Can Build High-Quality Backlinks
Link building enables your business to rank higher in Google’s organic search results.
However, links must come from relevant, quality websites with authority in their own right to propel your business forward in search.
Even sites that may not be accepting guest post contributions might be interested in publishing an infographic as an alternative.
These sites may also be interested in including a link to your infographic in a piece that’s already published when relevant to the content.
This means you get to build high-quality backlinks and strengthen your domain authority on your end while driving user engagement on their end.
Infographics have proven to be one of the more effective backlink generation tactics for many brands and can be for your brand too.7. They Help Improve Your SEO
Infographics are an effective tool for driving more traffic to your site, improving your ROI, and increasing conversion rates.
Consider the last few infographics you’ve seen, and where you saw these.
You’ve likely seen one while browsing on your phone or desktop today.
Additionally, infographics are one of the most versatile types of content for any business and can greatly improve visibility.
They’re easy to create, share, and use across multiple platforms. And when done right and with the right promotion, they can help increase engagement and conversions.
To boost your website’s visibility on popular search engines, add alt text, a title, and a description of the infographic.
There are several different ways to improve SEO, but one way to get started is by making sure your infographics are shareable.
If they’re shared often enough, then people may link to them from their own sites and pages, improving your chances of appearing higher in search.8. Infographics Help You Tell A Story
Infographics can help people understand complex concepts by using visual aids such as charts, graphs, or diagrams.
They can use both images and text in a visual format to explain concepts.
They’re often used for marketing purposes but they can be useful when writing articles or sharing research too.
However, if an infographic doesn’t tell its viewers something new, they’ll quickly tune out.
Instead, the infographic should strike a balance by using text that tells a compelling story and relevant data to create an effective and attractive visual.
Intriguing stories have a clear structure, focus, and purpose. So, too, should your infographic.9. It’s Easy To Track Results
As with any marketing effort, you’ll want to invest time and resources tracking how well your infographics perform.
While some of your marketing initiatives’ performance can be ambiguous and hard to measure ROI, this isn’t the case with infographics.
In a perfect world, every infographic you create will present plenty of key takeaways, in a clear and succinct format.
But, some may hit the mark more than others.
With the right tracking in place, it can be relatively easy to determine how your infographic marketing efforts are performing to improve and scale in the future.
To gain a better understanding of how your infographics are performing and how to improve, you must create a landing page for each infographic.
Use an analytics platform to determine traffic sources, the user’s site behavior, and page visits.
Perform a reverse image search to determine what sites are using your infographic.10. Infographics Enhance Readability
An infographic can help readers easily digest text-heavy content and makes the content easier to understand for visual learners.
As we become an increasingly visually focused society, as evidenced by the rise of social media platforms such as Instagram and TikTok that rely heavily on visuals, if we cannot scan through the text quickly, then the content isn’t leaving as much of an impact.
A benefit of infographics is they convey a largely visual story and align with the greater majority’s learning preferences.
To improve your infographic’s readability:
Use attractive colors that adhere to your branding.
Test a variety of layout options to determine which resonates best with your audience.
Develop a basic template to start, and expand once ample A/B testing is performed.
Avoid crafting a lengthy blog post and focus on the most critical information instead.
Ensure you’re creating an appealing infographic, rather than churning out many mediocre infographics for the sake of creating more content.
As evidenced above, there are many notable benefits of infographics and they continue to drive qualified traffic, help a brand be seen as an authority figure, improve SEO efforts, enhance knowledge retention, and more.
They’ve also proven to be a piece of content that inspires audiences more than text-based content alone.
Whether you’re just getting started with developing a simple infographic or you’re a seasoned pro, they are a type of content that belongs in any marketing strategy.
Featured Image: KatePilko/Shutterstock
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