Creating Content For Your Readers…
And search engine optimisation
Back in 2008, Seth Godin, CEO of Yoyodyne, founder of Yoyodyne, past VP of Direct Marketing at Yahoo, and bestselling author said, “Content marketing is the only marketing left.” Marketers in the industry listened and began concentrating on creating content.
Currently 76 per cent of B2B marketers report they intend to produce even more content within the next year. A mere 2 per cent intend to produce less.
Because my job is creating content, I’m encouraged by this trend. Of course, this explosion of content also presents a challenge because I want my content to be seen.
In a 2015 interview with Contently, Seth discussed his thoughts further stating, “Real content marketing isn’t re-purposed advertising; it is making something worth talking about.”
Essentially, it’s not about creating tons of content. It’s about creating content that motivates others to link to it, like, and share it, as well as return to it later. Yes, a solid content marketing strategy makes certain your topic pertains to your audience’s needs, but the quality of writing is what causes others to share it. After you have written your first draft and made a few adjustments, it’s time to make your content really shine. To do this, use the following Cs.
Before we go any further, here’s a quick hint. If you have the time, set your draft away for a good hour or more and do something else. Why? It’s always a good idea to look at your content with fresh eyes later.
Now, let’s get started.
1. Create clear content.
There are two steps to clear content. Start with structure. To make it easier for readers to follow, use a clear road map that directs them directly from one paragraph to the next. The second component of clarity involves the words you use. Audiences tend to prefer simple, direct speech that is easy to follow and comprehend. Stay away from elaborate SEO wording, but don’t dumb it down.
2. Create concise content.
There are some things that are so very incredibly annoying, such as the use of multiple words when just one or two words would have done the job. Annoying, right?
Unfortunately, some content marketers believe that a “professional” tone means writing like they’ve been paid by the work. They are wrong. Here are a few examples of phrases and words you can get rid of.
Cliché: “Are you ready to take the plunge and get started?” vs. “It’s time to get started!”
Intensifiers: “That house is so very incredibly ugly.” vs. “That house is ugly.”
Weasel words: For example, “The majority of people would agree”, “some people say”, or “most writers know”
Passive constructs: “The ball was tossed by the catcher.” vs. “The catcher tossed the ball.”
3. Make coherent content.
Chances are that your rough draft makes pretty good sense until you lose track in the middle of a sentence and cat dig runner friend. Edit your work for coherency. In this situation, it’s more about optimising your writing for the way your audience reads.
Use headers so a reader has an idea of what is coming up.
Break up long sentences into smaller ones. Stay away from emdashes, semi-colons, and long lists of clauses. Yes, a few long sentences are necessary to keep your work from being too choppy, but for the most part, keep them short.
Shorten long paragraphs. While you probably learned to write five word sentences in school, opt for two to three online.
4. Make correct content.
Now, your content is clear, concise, and coherent. It’s time for the final step. Make certain your grammar, style, and usage are correct.
Here’s the thing. Your brain is going to work against you. Once it gets the general gist of a sentence, it easily skips over little mistakes, such as than/ then or there/their/they’re. So, who will notice? You’ll know when they leave ugly comments below your post!
To trick your brain into working correctly, read the piece bottom to top, sentence by sentence, one at a time. This allows you to focus on the words without the content. Next, read the piece top to bottom, out loud. If possible, ask someone else to read it out loud to you. You’ll be shocked by the number of tiny errors you catch when you hear it instead of read it.
Good content begins with solid content strategy to ensure your topic is one that your audience wants to hear. To take your content from good to outstanding, use the four Cs to ensure your piece is as perfect as possible. When your content is clear, concise, coherent, and correct, your audience will feel obliged to share it with others.
Metro Web Team is a leading SEO Consultant in London