A Marketer’s Guide to Compelling Content

If you have been using digital marketing strategies for your business, you should know by now that content is king. For one, a blog article or a How-To video allows us to create meaningful relationships with our audiences. Aside from building brand recognition, we also use content as a means to generate leads, increase sales, and help people out by filling them in on what we already know.

Marketing lives and breathes content. But as much as it is vital to the bottom line, content can still be a challenge for most business startups. A lack of resources, maintaining content quality, and creating effective publishing schedules are just some of the most pressing issues businesses will have to overcome.

Businesses can resolve most of these challenges by applying the right approaches when it comes to content creation. 

Go long-form

People are often at odds when it comes to content length. Should you write an article under 300 words? Or should you go beyond that range?

While shorter content saves a lot of time and makes for an easier read, long-form content is more effective when it comes to improving your conversion numbers. Platforms such as Yoast encourage businesses to write beyond 500 words. Search engines prioritize long-form content for the obvious reason that longer articles offer more value to online readers.

However, quality is just as important as length. On this note, you can create long-form content only if you have more valuable input to give to your audience.

Make content natural

Often, marketers will write content only for SEO purposes. The would stuff their paragraphs with keywords. They would spend time creating graphics to pair with their content. They would share their finished pieces across social media.

However, satisfying search engines alone isn’t a good practice if you want your brand to be relevant within your niche. Your audience matters. If they find that your content’s quality is below subpar or the content itself doesn’t answer all their questions, they are less likely to consume other content that you produce in the future.

Writing for users and search engines is always a good strategy. For this, it’s crucial to get a copywriter with knowledge of crafting SEO-friendly, readable, and usable content. As a good rule of thumb, limit each paragraph you write to between four and six sentences. You also need to divide the content into subheadings, using h1 and h2 tags. Finally, avoid being too technical — make the content easy to understand by using simple words and examples to describe the technical aspects of your product or service.

Enhance your keyword strategy

As quality is more important, it is still vital to focus simultaneously on your SEO efforts. After all, what’s the use of cleverly crafted content if it ranks low in the search results? Without a proper keyword strategy, it will be hard for you to deliver content to those audiences that are searching for your product or service.

You can use a variety of keyword research tools that will provide the terms and phrases you should include in every piece of content you write. For a good view of your competitor’s keywords, use platforms such as SpyFu or Jaaxy. Once you have a good list of keywords to work with, you can now create content that’s highly searchable.

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