Take advantage of this search phase to identify the contents present on the first page on search engines.
This is an opportunity to observe what is being said about your topic and the issues that emerge.
Think about it this way. We are all fighting to get a better ranking on Google. Since these topics are relevant to you, chances are you want to rank high on these searches.
To do that the Google Algorithm needs to rate your article better than these ones.
In a nutshell you need to view these pages as your competition, these are the articles you need to beat!
Article, Podcast, Video ... Which format to choose for your content marketing?
Choosing the type of content marketing is an important step. Just like your subject, it must be adapted to your target.
Once again, you will call upon your persona and study your target:
- What is his typical day
- What type of content do they usually consume?
- At what time of day?
- On what media(s)? Why ?
After answering these questions, you will be able to choose the right media for your content.
Take into account that the creation of content is not limited to a blog article. Depending on your persona you can create content such as podcasts, videos, white papers or even computer graphics. Each of these types of content have their own strengths and weaknesses. Bear in mind that even though some the thought process may be similar, blogging and video marketing require different skill sets to be successful.
Let’s go back to our example:
What's his typical day?
A salesperson’s day is divided between prospecting and customer appointments.
He will start by taking stock of his appointments for the day, and prepare a list of people he will contact to obtain an appointment. He will go to his CRM to track current opportunities and analyze his key prospecting statistics. He will have a short coffee break at 10:30 am before taking a quick lunch break and will leave on an afternoon where he will make a series of appointments, prospect follow-ups and cold calls to obtain physical appointments.
What comes out of his typical day:
Apart from the lunch break, he doesn’t necessarily have time to read a blog article (as long as this one for example 🙄) during his working hours.
He has very little time, so what kind of content will you offer him?
Podcasts or video content.
Your sales representative can watch your video during his lunch break or simply listen to your podcast between tasks or on his way to his next customer appointment. By consuming your content in these formats, he will save time and will be able to consume it in all circumstances.
By choosing the right type of content, you will gain relevance to your audience. Don’t neglect this step because it can allow your content to make a difference to your target audience.
How to write high-performing articles
It’s time to move on to the operational phase 😨.
In this part, I focused on writing a blog article. A written article is a good base to get you started in content marketing and requires less tools to be well done. Still, many of the following tips apply to ALL content formats.
Let’s see together how to do it right!
The state of mind of content marketing
What is high-performance content?
Little pre-requisite required. What is high-performance content? It sounds like a basic question, but how will you evaluate the impact of an article if you have not previously defined what is its performance?
There are a lot of metrics (KPIs) to follow, but none of them are exhaustive and it is impossible to universally decree whether a given number is good or not. It’s very relative and it won’t help you in your current approach to creating an article.
On the other hand, there is one absolutely universal thing that will allow you to say whether you are on the right track. It’s not a question of traffic, it’s not a question of number of leads, it’s not a question of sharing. Did your reader find what they were looking for when they read your article?
Whether you have one reader, 10 readers, 1,000,000 readers… The only thing that matters is whether you helped your readers. The rest is just a matter of leverage. You can use all the growth hacking techniques in the world, it would have no impact if your article doesn’t bring anything.
Focus on the User Experience of your readers in everything that you do.
Hence the importance of feedback. Take into account the feedback from your target and improve your articles accordingly.
Ban Self-promotion from your content
Forget self-promotion, it’s never been appreciated!
There was a time when it brought results, but customers have changed and they have evolved, as has their buying journey.
By practicing self-promotion you will :
- Don’t go meeting the needs of your people.
- Will not bring value to the reader of your content
- You’re going to discredit your offer and put the reader on the defensive.
Especially since it would be counterproductive, good content that helps your clients will promote your expertise better than you would with the best advertising agencies in the world.
The best content you will write
Gone are the days when you could content yourself with a 300-word blog post, 150 of which were presenting your offer.
Nowadays the amount of content available on the internet is huge.
Some people see it as a discouragement whereas it is an opportunity. Most of the content remains of poor quality. You can and must do better than the existing content. Your expertise will only appear greater and you will be the champion of your readers.
So for every article you write, I want you to strive for excellence. You must want to create the best content available for your target audience on the topic chosen at the time of publication.
Maintain this mindset and you will soon drown in leads!
Do your homework, Get your facts straight!
During this documentation phase you can get overwhelmed by the amount of information you will find.
Too much information can quickly lead to confusion or easily lead you to irrelevant information. Proceed step by step and don’t lose the focus of your content:
Step 1: Review existing content
In the first step, you have listed a set of queries related to the problems of your targets. Type them on your search engine and study the best articles returned by it.
Limit yourself to the first 3-4 results of your search engine. Don’t get lost on the sites on the second and third pages. The idea is to reference the best content available on the subject.
This allows you to define the target to shoot 💪! Your goal: to surpass them.
Step 2: Take Notes
Whatever your media (books, blog articles, videos, podcasts…), take notes of the information that interests you.
Don’t hesitate to reconstruct the outline of certain articles and summarize the main ideas of each part. This will give you a clearer vision and inspiration.
It will also help you to better structure your own ideas when writing your content.
Step 3: Sort through your information
Make sure you sort through this extra information! Keep only the information that is relevant to your topic. Some information may be off-topic, or may not add any value to your content. The personas of the authors may not be yours.
Also, don’t make a simple summary. These articles may be the best, but that’s not necessarily why they cover all the topics and hold the absolute truth.
Write your article like a pro!
This is the stage where you turn to your inner Shakespeare to write beautiful articles.
Make a detailed plan of your blog post
The task may seem academic but there is no good content without structure!
The structure of your content will allow you to keep a good thread and to be able to animate your writing. Your ideas will flow more easily and your content will become more relevant.
In addition, you will make your reader’s reading more comfortable and more rhythmic. Search engines, on the other hand, love content with a very detailed structure! Don’t forget that Google has an absolute love for title tags (Hn).
How do you go about it? Nothing could be simpler!
Start from the problems of your target and get the big ideas. Take your big parts and flesh them out with the intermediate ideas.
Let's take the example of this article:
I want to help my readers to start writing their first content. I’ve done my homework and identified three main topics to address: