If you’re like most content marketers, you want to get the most out of every piece of content you create. If you’re doing it right, you’re taking the time to craft compelling copy that engages your audience and appeals to the search engines, too. There are three foundational principles to keep in mind when creating content: Optimization, visualization and syndication.
The world of keyword optimization is changing, thanks to Google’s frequent algorithm updates. The latest Google update, Hummingbird, has placed more emphasis on the context of search queries. While the same keyword-focused strategy you’ve been using is still valuable, it’s more important than ever to be sure your content answers the questions behind the query.
That means making sure your content is delivering value by informing, entertaining, or educating. Stop selling and start engaging. Content that’s created with the sole purpose of selling your products and services will turn your readers off, and you’ll be wasting your time – and money.
But keyword optimization isn’t enough alone. Colors, layout and all of those “secondary” factors have a primary impact on the success of your content. Content presented in a visually appealing way tends to be perceived as higher-quality. So tap into the psychology of attraction by being smart about the way you present your material, and start getting more eyes on your copy.
Bombard your audience with page after page of highly-complex copy, and you’ll quickly lose their interest. Many people are visual learners. That’s why it’s imperative to supplement your content with sharp graphics and data visualizations, like this, this and this.
Images help break up long sections of text, making your content appear less intimidating. And images can help convey complex concepts in an easily digestible way – instead of reading five pages of copy to understand a theory, readers can gain the same level of understanding more quickly with visual aids.
There’s a reason why infographics are gaining popularity. In fact, there are entire websites dedicated to infographics. Images also increase engagement on social media – Facebook updates that contain images are 53 percent more likely to be “liked” than those containing only text. Always, always supplement your content with visualizations.
The content lifecycle is just beginning after it’s written. Savvy content marketers know that there’s much more to content marketing than merely writing an article – and they know how to tap into multiple channels to get maximum value from every word. That’s where syndication comes in.
Syndicating your content essentially means getting it out there for the world to see. But that doesn’t mean hitting “publish” in your WordPress dashboard and then walking away. There are tons of content marketing tools to help you streamline your workflow and get your content in front of your audience – use them.
By transitioning your content into different formats, such as a blog post, an expert article, a best of list, a meaty consumer buying guide, combining a series of posts into an e-book, a slide presentation, social media posts, and other formats, you’re getting far more traction from a single effort than you would if you followed the post-once-and-done strategy.
Think about the different ways you can transform a single topic into various useable formats and pieces and leverage your efforts. Combine, refine, rework and reuse.
There are many facets that make up content marketing, including social media, public relations, SEO, advertising and more – enough to easily overwhelm even an experienced online marketer. Approaching content creation with optimization, visualization and syndication in mind helps simplify the process in your mind, letting you focus on creating engaging, compelling copy that maximizes your rewards.