Content writing is not as challenging as it seems sometimes. With little bit of dedication you can create 3-4 blog posts or webpages for your business, and you can also get an unending stream of topics and ideas by visiting other blogs and subscribing to their RSS feeds (you can also search Twitter and Facebook and stumble upon some really good stuff).
The real challenge is to make your content click. What does that mean? Your content publishing and content strategy has an objective or an agenda, right? Why are you spending so much time on creating and publishing content for your website? Fine, the quick answer would be to increase your search engine rankings. But are you really achieving that?
Very few people actually sit down and think about what they are doing when it comes to writing content and implementing a solid content strategy. Your content clicks when it has the desired effect. When you are publishing content you are trying to achieve the following (you may have different priorities though):
- You want to increase your search engine rankings
- You want to provide great and valuable content to your visitors so that they keep coming to your website
- You want to maintain a lively buzz around your online presence
- You want to educate and inform your prospective customers and clients so they are not in double mind when it comes to doing business with you
- You want to establish yourself as an authority so that people trust your judgement, respect your knowledge and believe in you when you ask them to do something
These are but a few things you want to achieve through content publishing.
Here I am not talking about the base content on your website: your home page and other business pages. I’m talking about all the extra content that you continuously publish because eventually it is that content that increases your search engine visibility and keeps people hooked on to your website.
So how do you achieve the objectives mentioned above (and many more that you may have in mind)? Here are a few things you can do:
Have a consistent theme
Your visitors must know what they are in for when they visit your website or blog. Then they already have receptive by the time they start reading your content (or watching/viewing in the case of images or video). For instance, if you have a content writing and content strategy business, and if you want to publish a business blog then most of your blog posts must be centered around content writing and content strategy. This way people who are interested in your topic can relate to your blog or website.
Having a consistent theme also shows that you have a lot to say about your business and your expertise. In fact, you have got so much knowledge, that you can constantly share it with your visitors for a long time. Always remember that having a niche is always better than writing for a highly broad audience.
But having a theme doesn’t mean you cannot write on something else. For instance, some of my blog posts talk about SEO, social media and social networking, blogging and even web design and web structuring. I write these posts because I believe that they can help my business as well as my clients.
Provide solution-oriented content
Does your content solve a problem and makes life easier for your visitors? Does it give them what they are looking for? For instance, what do people look for when they come to my website or when they read my blog? They are either looking for a content writer or trying to figure out how they can write content on their own in a better and effective manner. They might also be interested in reading about content strategy – how to formulate it, how to establish it, and then how to implement it.
Provide content people can share
Eventually everything boils down to how much of your content is shared. You might be getting lots of traffic directly from search engines and that is really great, but if you don’t want to solely depend on search engines, then you have to focus a big part of your energies on to encouraging people to share your content through their social media and social networking profiles like Facebook, Twitter, Tumblr and YouTube. But they are not going to share your content simply because you have published it. It should be of great value whether it informs or entertains. People share content mostly for the following reasons:
- They want to pass some relevant piece of information onto their followers and friends
- They are curating quality content for later use
- They want to entertain or make their followers and friends laugh by sharing something funny and amusing
- They want to trigger a debate or discussion while using your content as a platform and as a central point
- They want to associate themselves with the standards represented by your content
- They want to show you that they agree with what you’re saying or disagree with what you’re saying
- They want to highlight their online presence through the niche you represent and write about
- They are your parents, siblings or friends who would share anything you post just because they love you and cannot resist that
So if you provide any of the above mentioned reasons people are definitely going to share and promote your content (although the last point may not have much business value but it doesn’t mean it is not important) and be affected by that.
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