Writing Content that will be Read
What constitutes good content? Well, it depends on your industry. For many business owners, this is a tricky question to answer. So, let's look at some factors that make content relevant.
One of the most important things to consider when creating content for your ideal client is to determine the question or topic that your ideal client is searching for, and one way to do this is to ask Google.
No matter the industry, there are commonly asked questions that Google brings up once you start to type into the search box. These are your trending conversations of the day or moment. The Google algorithm collects huge amounts of data in order to formulate the most asked questions.
Your job is to answer these questions in such a way that your business becomes the answer to the searched question. Google utilizes this content to index you along with your website. The better you answer the question, the higher Google ranks you in search due to the fact that you have become a source of verifiable information that has helped a Google customer. The more your response gets clicked, the more your website is indexed.
Check Out Your Competition
When did you last look at a competitor's website or blog? Staying on top of what the competition is doing is a good business practice but can also be the inspiration for your next blog. Did you see an exciting spin on a common problem? Don't copy it word for word; rewrite it from your perspective and inject your thoughts and experiences into it. There is no shame in looking at what your competitors are doing in order to get ideas for your own business.
Since you are there snooping, I mean researching, it is an excellent time to see what else the competition is up to. Check out their social media platforms. Are they utilizing videos or creating content for Instagram? It is crucial to stay ahead of the trends and consider other ways beyond writing to get your message out to potential customers. While you are looking around, another great way to find content is to see where there is traction on the competition's postings. If there is online engagement for a particular topic, consider writing on that to enhance your online engagement.
Let your Website Lead the Way
Many reports are generated on website activity, but have you ever used it for inspiration? Yes, it is essential to know how many people have looked at your website, and it's excellent to understand how they got there. Meaning what percentage came in through social media and which ones came in through a regular Google search, but have you considered what they came in looking for? If your website has a site search option, you have a bank of knowledge there to draw from. This allows you to see what topics your clients came to your website to research. Understanding what potential clients are looking for on your website can inspire a blog or informational video that can be utilized on many different platforms.
Know your Limitations
Not a writer? Many business owners find it challenging to create readable content. What do we mean by readable? It means easy to read and digest the information quickly; Blogs don't have to be very long, but they should help answer a specific question or concern. If you are struggling with writing, consider outsourcing your blog writing to a professional service. Many of these services will ask the business owner to provide the topic or maybe even an outline, and then the writer gets to work with the business owner as the editor for the written content. A professional writer will also consider your SEO and keywords to optimize the content for better results.
Creating good content that engages your potential client is an ongoing battle. It is vital that you listen to your online community and stay on top of what is happening in your field of expertise. Sharing helpful insights and opinions on industry changes is a great way to show yourself as a thought leader in your profession. Keep in mind the platforms you are writing for, and tailor your writing to the audience reading it.
If you need assistance with your content strategy, give us a call at Interact One. Content is a major part of the overall Customer Acquisition Strategy that we help with.