The content we’re able to produce, put out, as well as the ways we decided to put it out have evolved significantly during the pandemic. If you’re jumping aboard this train now or looking to go further riding it, the advice provided in the following lines will surely broaden your perspective.
Last year was challenging across the board. Individuals and organizations worldwide struggled to a greater or lesser extent to adapt to a situation that took all of us off guard. Businesses operating in the digital realm were no different, and this year, we see the effects of that adaptation.
We all went to great lengths to better assimilate our marketing to the given situation: better advertising plans, more online presence, and social media strategies.
But what about content? It’s fair to say that content started being perceived as a significant piece of the digital tool kit? After all, it’s what our existing and new users initially interact with, both actively and passively.
Below, we’ll share some valuable tips for you to consider when making a content investment strategy of your own, be you an entrepreneur or a digital marketing company.
- So many content improvements to invest in…
- If you’ve ever thought of this, know that we understand. Out of so many options, many of which we might not even be aware of, it takes a bunch of research to make the right decision. That struggle is real.
Fortunately, we’ve done your research, and we’re here to help you see things as they are, as objectively as possible, so that you’d be able to address content creation and upgrade your overall strategy swiftly, and most of all, with sound effect.
Did someone SEO something?
As you might have guessed, one of the most relevant buzzwords in the context of content creation is SEO, which is short for search engine optimization, in case you’ve been living under a rock.
We’ll go all out to show you how staying relevant, learning from your competition, demonstrating expertise, with some finesse added in the mix, can help you to stay on top of your game while being content with your performance (pun most definitely intended).
Be relevant, stay relevant, be more relevant
This seems like a simple formula. And that’s because it is. However, we’ve all gone through Algebra 1. You see where this is going. Even though we might know the formula, the factors within the equation can really bring in variables that are a pain in the back of the head on their own.
First off, know that Google is always adapting to the situation and is constantly giving out new guideline updates to help you stay on track using its complex algorithms.
Something that was all over the web today might have been marginal just a while ago (think “face mask” or “hand sanitizer” in pre and post-pandemic times).
On top of Google’s assistance in helping itself figure out exactly what you’d like to know after you type in your keywords, there are other benefits.
The keywords themselves became so widespread and thought-through that if searching for the right set of parameters that you’re interested in, you’ll find what you need quicker than ever.
Google doesn’t show the longest pages, or not even necessarily those with the most keyword repetitions within them. Instead, they try presenting you with exactly what you were looking for.
The takeaway from this? The content of the pages previously gave you quality in terms of credibility after recognition, and now, it can actually provide you with quantity in terms of page views.
- Learn from the competition
As always, looking up to the best in the biz can only give you more than you’ve got so far. If you know what you’re looking for and how to spot it, that is. This, of course, stands even if you’re looking to climb up the ladder, or your page is the 4th ranked page for a specific topic.
Let’s be clear on this. You might be outstanding at what you do, and your content might really hit home runs when addressing a subject. You might have all of the information, the visualizations that make the users understand everything better, and links to be envied. And that’s what got you that #4 spot.
You might also be jealous of your competition or even envious, even though this is something that rarely anyone will admit, even to themselves. Even if that’s not the case, and we sincerely hope it isn’t (too much of anything is bad, be it chocolate or despising a competitor), if you take a close and objective look, you’ll see.
If you put yourself in your targeted user’s shoes, you’ll spot the difference that gives them that #1 spot you’re striving for.
Is it better page composition? Is it a better graphical solution for color grading? Or is SEO made to seduce the unsuspecting user like some sort of digital Mata Hari?
You know you know, they hope you might know, so convenience them!
This point goes hand in hand with the relevancy we touched upon above.
I know, I know. Right now, you’re saying: “Thank you, Captain Obvious!”. Well, you’re welcome.
Even though we may have an incredible understanding of something our users want to know about, if we can’t relay it in a way that makes that obvious, we’ve wasted potential.
On the other hand, if we’ve actually made an effort to stun your users when confronting them with indecipherable technical jargon, you’ve erred. Driven by the internal desire to flaunt the lyrical skills of your writing team and perhaps yourself after you’ve, you may come off as a charlatan.
Even though this is another Capt. Obvious-type remark, it’s probably not really good to be perceived as a charlatan. Actually, let me rephrase that: It’s not just “not really good.” It’s demising.
Being recognized by both peers and users as someone running his digital mouth without actually knowing what he’s saying.
If you’re in the realm where you see the picture, but it’s more like looking at a video in 720p than in 4k, do your homework. Leave space for updates to what you’re putting out there, research, consult, contemplate. All of the leading design agency Chicago, for example, will have a bunch to tell you about that.
Do anything you need (and/or want) to do actually to be recognized as an expert. At least well enough for your users and competition to see you as a guiding light, or a worthy foe, respectively.
- With expertise, comes perspective
If you’re writing your content about something that’s been regurgitated to oblivion, don’t just end up being a blade of grass in a freshly cut lawn. Try being the one that somehow evaded the mower, or better yet, after a trim, be the one that grows out the fastest and gets the most sun.
In case the metaphor used above wasn’t clear, let me go all Capitán Obvio on you yet again.
No matter the style, if you’re just saying what everyone else is saying, you might not bring value to your users, as I’m sure you’d like, and you hoped you’ll do. Of course, this isn’t only up to you, so don’t feel bad about this (we all do, trust me).
Subjects paramount in your industry will need to be addressed multiple times if you’re looking to claim that #1 spot. Of course, not only because users might not understand them, but also because users might not know about sources that are relaying them.
Tomas is a digital marketing specialist and a freelance blogger. His work is focusing on new web tech trends and digital voice distribution across different channels.