To ensure your content leads to conversions, you need to go beyond researching a topic and writing a piece for publication. Content development enables you to organize and create content according to the objectives of the overall marketing strategy, taking full advantage of every individual piece. By working with your clients in content development tasks, you will find the greatest success.
Identifying the Best Keywords
Whenever you create content for SEO purposes, you need to utilize keywords. The best performing keywords tend to be phrases of several words for three reasons:
- Single words and very short phrases are too general, which makes them highly competitive.
- It's hard to be descriptive in less than four words.
- Long-tail keywords tend to lead to more conversions, as they attract visitors who are interested in exactly what the business has to offer.
Determine the right keywords to use by utilizing a tool like Keyword Planner, which allows you to search for potential keywords and predicts the performance of terms in Google searches. This is ideal both for the beginning a new campaign or for expanding a current one. Bear in mind that Keyword Planner is designed for AdWords meaning the information relates to the performance of pay-per-click ads more than organic content, such as blog posts.
Armed with a list of keywords, brainstorming new ideas becomes much easier. Develop a list of potential topics to use over the upcoming weeks or months (you can tweak headlines later), sharing your thoughts with your client. Together, you can rule out any ideas that are unsuitable for your audience and topics too similar to content your client has already covered. Take the remaining titles and discuss the best format for each — for instance, how-to, list, case study, or Q&A.
It is critical you understand the purpose of each piece of content you write. With content targeting new readers, you will likely aim for social media engagement, shares, and blog comments. Further down the funnel, you’ll be pushing for an initial conversion, such as the download of premium content. If you’re writing pieces targeted at prospects who are ready to convert, you’ll need to ensure the content encourages a sale.
Ask clients to share their findings of each piece of content for a better picture about which areas of the content development strategy are working and which need changing. Make sure you cover all four categories of metrics named by Ceros: consumption, sharing, lead generation, and sales.
To gain more than just page views from your content, talk to your clients about becoming more involved in content development strategies. Find out how you can play an active role to ensure your content converts.