Ready to amp up your website content? You should be: content is crucial to your site’s rankings, and plays a key role in developing your brand image and creating a loyal following.
Razor-sharp sentences and a click-worthy title are essential ingredients to creating rich content. But to propel your content to the top of the heap, you need substance to back up your style. A smart content strategy can help you do that.
1. Diversify Your Content
Whether it’s listicles or long reads, you might be hesitant to stray from a form that works for you. Resist the temptation to stay on the straight and narrow, however, and take that less-traveled path. Audiences love diverse content in adventurous formats, and switching things up keeps them interested.
2. Get Personal
With democratization comes specialization. This means that as audiences are exposed to bigger amounts of content due to the sheer proliferation of websites and brand platforms, they screen out what doesn’t interest them and hunt for the kind of content that is specifically tailored to their needs and interests.
The great news for you is that there is an audience out there that is positively starving for the kind of content you have to offer. Of course, you’ll first how to learn how to deliver it.
Prioritize researching the demographic that your brand appeals to. By understanding their interests, values and quirks, you’ll be able to produce hyper-personalized content that satisfies your audience and keeps them coming back.
3. Stay Educated
You have an intelligent, hooked-in audience that’s saturated with content every time they open their desktop or mobile device. In keeping with your strategy of personalization, your content should stand out as being smart, timely and relevant. Stay on top of your game by keeping up to date with industry news and scoping out what other content writers in your field are talking about. It’s imperative that you know the current trends and conversation in and around your industry (Google Trends is a great place to start).
Not only will researching hot topics keep your content fresh—it’ll also keep you passionate about what you do.
4. Invest in a Megaphone
Okay, not literally. But your content needs an amplification plan if you want it to be heard. The simplest way to amplify is to distribute content through social media.
You don’t need to use every single social media channel available, just a key few that your customers are most likely to use. Twitter and Facebook are a must for most industries, but the rest is up to your audience. If you sell fiber optic cable, your customers probably don’t include many Pinterest fanatics. But if your industry is interior design, fashion, beauty or another lifestyle industry ripe with photo opportunities and creative activities? Start pinning.
5. Clean Up
Now that you know what to do with the content you’re currently producing, make sure that you tackle the rest of your site. Start with old content: just as pruning a rosebush helps it grow, getting rid of redundant, outdated and trivial (ROT) content will boost your rankings and help your fresh, relevant content flourish.
Website design also goes hand in hand with the success of your content. Your site should have an attractive, clean design that accurately captures your brand and is navigable and organized. Optimize your site for conversions, with prominent opportunities for potential customers to contact you. And mobile-friendliness—if we haven’t stressed it enough already—is essential to not just winning online but surviving altogether in the wake of Google’s game-changing, mobile-friendly update.
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