Generating content on a web page is not only writing what you like the most. There are several factors that can help you create a greater impact on your readers; and they will also help you position your brand on the web. In this article, I will give you some tips to start writing with a clearer marketing objective.
1. Study your analytics
If you already have content on your blog, you don’t have to change the focus to improve traffic. Rather, learn from these topics to work more efficiently. Analyze your site’s traffic statistics ; Take a look at the posts that have generated the most visits, the times they have been shared, and figure out how to replicate the success.
Creating an editorial calendar with the most impactful topics can be a useful strategy to generate articles that have more impact. Discuss the theme, format, title, and how these parameters affected the metrics. If something worked in the past, chances are something similar will work again.
2. Surprise people
Another interesting technique to create high impact content is to provoke emotions in your readers. A recent study by the Wharton Business School analyzed 7,500 articles from the New York Times to try to identify what were the factors that make viral content. The study showed that most of the content that was shared had a strong relationship with the reader’s feelings. These are the six emotions that stood out: surprise, fear, sadness, anger, joy and disgust.
I am sure that disgust and anger are not the reactions you want to associate with your brand. But this is not the point to deal with in this case. The lesson focuses on whether the content will be able to generate a marketing orMarketing by itself by managing to provoke a strong emotional reaction in the reader. And this does not only apply to content. If your titles provoke emotions , the user is more likely to want to open the article and also share it. Consider that your content should provoke action. And this is a way to achieve it.
3. Define your headline
Shareaholic studied 200,000 publisher websites in October 2012; concluding that 27.27% of the traffic on these websites came from referrals made on social networks . This means that when content is shared on Twitter, Facebook, LinkedIn, and other platforms, there is ample opportunity for it to be discovered by other people. But what makes users click on that article on social media? Most likely, it is due to the owner. An eye-catching headline will further help disseminate content.
How to create a good title?
It’s akin to coming up with a good subject for a marketing email. A good technique is to think of the four “U” s that underlie the main lines for its creation:
Helpful: Why is this post valuable?
Ultra-specific: What can I expect to learn with this post?
Unique: Why is this article unique and complete?
Urgent: Why should I read it now?
If you incorporate these four qualities in each of the titles you write, your content will be more likely to be read and shared. For high-quality headlines, you can also hire professional content writers online.
4. Don’t tell me, show me
HubSpot recently concluded that photos shared on Facebook generate 53% more “Like” than other types of posts. This reveals that the visual strategy is highly recommended when advertising our content online. In fact, the best publishers pay special attention to their visual content ; especially in the details that mark your business.
For example, Coca Cola, in its ads always includes a small image with its name somewhere; making your brand more visual. Using images will offer a more descriptive presentation and, therefore, more explanatory of your content. Starting to do so will increase the times it is shared and increase the engagement of your readers.
5. Don’t forget about SEO
Every time you publish a new article, you are creating a new page on your website that is being indexed in the SERP (Search Engine Results Page). This means that Google is marketing your content for free and forever. But did you know that you can help the Google robot to make your content appear more easily in search results? This technique is called Search Engine Optimization, better known as SEO, and it consists of including keywords so that your content is found more easily. There are various techniques that you can implement to achieve this and if you want to know more about them and how to generate content that will turn into your website, don’t miss the Platzi Digital Strategy and Marketing Course. There you will not only learn how to position your content but also what tools to use to measure your impact and make your brand visible in the online world.