Generating content on a website is not just writing about what you like best. There are several factors that can help you create a greater impact on your readers; and that will also help you position your brand on the web. In this article I will give you some tips to start writing with a clearer marketing objective.
1. Study your analytics
If you already have content on your blog, you don’t have to change your approach to improve traffic. Instead, learn from these topics to work more efficiently. Analyze your site’s traffic statistics; look at the posts that have generated the most visits, the times they’ve been shared, and figure out how to replicate the success.
Creating an editorial calendar with the topics that have the most impact can be a useful strategy to generate articles that have the greatest impact. Analyze the theme, format, title and how these parameters affected the metrics. If something worked in the past, chances are that something similar will work again.
2. Surprise people
Another interesting technique for creating high-impact content is to provoke emotions in your readers. A recent study by the Wharton Business School analyzed 7,500 New York Times articles to try to identify what factors make content viral.
The study showed that most of the content that was shared had a strong relationship with the feelings of the reader. These are the six emotions that stood out: surprise, fear, sadness, anger, joy and disgust. I am sure that disgust and anger are not the reactions you want to associate with your brand. But that’s not the point here.
The lesson focuses on the fact that the content will be able to generate a marketing by itself by managing to provoke a strong emotional reaction in the reader.
And this does not only apply to the content. If your titles provoke emotions, it is more likely that the user will want to open the article and also share it. Consider that your content should provoke an action. And this is one way to achieve this.
3. Define your headline to generate greater impact on your readers
Shareaholic studied 200,000 publisher websites in October 2012; concluding that 27.27% of the traffic to these sites came from references made on social networks. This means that when content is shared on Twitter, Facebook, LinkedIn and other platforms, there is ample opportunity for it to be discovered by others. But what makes users click on that article in social networks? Most likely it is due to the headline. An eye-catching title will further help the dissemination of the content.
How do you create a good title?
It is similar to devising a good subject for a marketing email. A good technique is to think of the four “U “s that form the basis of the main lines for its creation:
- Useful: Why is this post valuable?
- Ultra-specific: What can I expect to learn from this post?
- Unique: Why is this post unique and complete?
- Urgent: Why should I read it now?
If you incorporate these four qualities into every title you write, your content will be more likely to be read and shared.
4. Don’t tell me, show me
HubSpot recently concluded that photos shared on Facebook generate 53% more “Likes” than other types of posts. This reveals that the visual strategy is highly recommended when advertising our content online.
In fact, the best publishers pay special attention to their visual content; especially to the details that mark their business. For example, Coca Cola, in its ads always includes a small image with its name somewhere; making its brand more visual.
Using images will offer a more descriptive and therefore more explanatory presentation of your content. Starting to do so will increase the number of times it is shared and increase your readers’ engagement.
5. Don’t forget about SEO
Every time you publish a new article, you are creating a new page on your website that is being indexed in the SERP (Search Engine Results Page).
This means that Google is marketing your content for free and forever. But did you know that you can help Google’s robot to make your content appear more easily in search results? This technique is called Search Engine Optimization, better known as SEO, and consists of including keywords so that your content is found more easily.