5 Ways to Improve Your Content in 2019

  • Site traffic
  • Brand awareness
  • Leads
  • Conversions
  • Customer engagement
  • Search engine rankings

1. Establish clear objectives

  • Will I be using this post to raise awareness or provoke debate? Who am I writing it for? Will it be a blog or ebook? Could I include it in my email newsletter to increase customer engagement and retention? If so, how will I repurpose the content so it’s suitable for an email?
  • Is the purpose of this article to develop thought leadership? Will it be a whitepaper or website case study? Am I conducting this study to elevate corporate branding or contribute to current academic knowledge?
  • What do I want to achieve from this social media post? Is it to gauge audience interest of a product idea or to drive traffic to my website? Which social media platform should I use? Would it be appropriate to include a gif?

2. Understand who (and what) you’re writing for

This is where Search Engine Optimisation (SEO) comes in.

  • Include keywords in your title
  • Clickbait
  • It only takes 2 seconds for someone to decide whether they want to stay on your page.
  • Create a headline that is original, descriptive, and captivating enough to convince the audience that your post is worth reading.
  • Don’t neglect this section. What you write here will tell the searcher whether your content deserves their time and attention.

3. Build authority & trust through research

  • Good content is about gathering existing information and presenting it in an appealing way.
  • Exceptional content is about identifying and filling gaps in current knowledge. It is new, original, and creative; it distinguishes itself from existing content by addressing the unanswered questions.
  • Ensure the accuracy of your content by validating it with accurate sources.
  • Strengthen your arguments with reliable references, updated data and statistics, academic research, and quotes from industry experts.
  • To clearly explain abstract concepts, use examples and case studies.
  • If you’re delving into a fresh topic with little existing information, create your own research! Construct a survey or questionnaire and report on your findings. Get your audience involved — transform your consumer engagement from passive consumption to active participation.

4. Make an impact

  • This means having a clear mind, with goals set, fuelled by passion and excitement.
  • Get to the point. Avoid fluff and fillers. Length is not what makes a strong piece.
  • This is an important way to guide your audience towards your goals. (See example at the end of this article.)
  • Start a discussion or debate by encouraging your audience to ask questions or give feedback in the comments section or on social media. This is a great way to increase engagement with your content.

5. Consistent tracking & progress

  • Website traffic
  • Page views
  • Downloads
  • Referral links
  • Form completions
  • Resource downloads
  • Email/blog subscriptions
  • Conversion rates
  • Comments
  • Social shares
  • Inbound links

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