Content marketing is about a lot more than simply using some predetermined keywords in an article as you write it. In fact, that's the easy part--all you have to do is worry about strategically placing your keywords for the search engines. The rest is all about creating quality content. Content is one of the most effective methods of building brand recognition, so it has to be unique in a way that people want to share what you have to say with their friends and family.
The goal you should have when you sit down to write content is to make it so good that it goes viral. Regurgitating the same information that is found on other websites isn’t going to get your content the attention it needs to make a marketing impact for your clients.
You have to bring something big to the table, something readers can’t help but to consume. It is optimal to present brand new information within your content, but let’s face it- the Internet is filled with literally trillions of websites. The chance of being able to present brand new information every time you create content is pretty minimal.
So how do you get around this? You think outside the box and come up with a unique spin on quality content that has depth and meat to it. Here’s a 3-step checklist you can use to make sure you’re on the right track to creating killer marketing content that’s optimized for both readers and the search engines:
Intertwine Yourself with Ideation
Coming up with a unique idea for your topic can be tough business, especially if you’ve written about the topic several times already. Just because you happen to be writing content for an animal hospital doesn’t mean that you have to stick with ideas that are based around the hospital itself. The idea is to create content that could be written by experts in the animal care industry, but that are related to the industry as a whole.
You can write about a variety of ideas:
- Keep Fido Free of Fleas With These Natural Treatments
- 3 Steps to Free Your Feline of Fur Balls
- Snack Smart With Your Pets: 5 Veggies They’ll Love
- Don’t Miss Out on This Heartworm Prevention Plan
These ideations, or titles really, provide the whole concept for your articles. They all offer valuable information that will make readers want to learn more about the animal hospital that posts the written content. In the end, the animal hospital gains authority by offering valuable advice to pet owners while also gaining new clients that find themselves in need of veterinarian care.
Author With Authority
If you expect readers to take your content seriously, you’ll need to build some authority within each and every piece of content you write. This is done by being clear and concise throughout the content, and by linking to credible sources to help back up the information you are providing. Always research your sources to ensure that they are a trusted website with valid expertise. It’s a good idea to link to sources that can expand on your own ideas for added value to the reader.
Engage With Passion or Rage
If you don’t feel something for the content you’re writing, it most certainly won’t have the vibrancy it needs to go viral. Don’t start writing your content until you’ve found the fire in your belly somehow. Maybe you’ll come up with an angle that outrages you, or one that makes you literally weep.
If you can draw your own emotions out, you’ve probably got a great idea on your hands. Now use that idea to engage with your readers. Ask a question here and there to keep them involved. Ask them to imagine the scenarios that have you fired up yourself. It’s important to involve your reader throughout each section of your content by keeping things emotionally charged when possible. Other ways to engage with your readers include:
- Give instructions for a DIY project that ties into your topic
- Suggest specific tasks that can be done at home by the reader
- Create a call to action at least once throughout the content (for example, ask for feedback in the comments section from readers)
These tips and tricks will help you to optimize your content for both readers and the search engines, which for your clients, is the most important aspect of driving traffic to their websites and gaining new customers.