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10 Tips for Creating and Optimizing Great Content

10 Tips for Creating and Optimizing Great Content
Visalakshi Puvvati
May 10, 2017

Content is the relevant information and experiences or a solution that is to be expressed through a specific medium to the audience in order to attract and retain them. Content became the primary element of the digital marketing, especially for websites and blogs. A Great content automatically drives the Reader’s interest. Content must provide value, demonstrate passion and must boost the interest of the Reader, in order to engage him.

Crafting and organizing the great and effective content became a challenge. But, content doesn’t mean creating an entirely new thing, it is a unique presentation of the information that the audience would search for and enjoy.

Some tips will help to create a great content that drives the audience. Here are a few of them.

1. Know Your Audience

The first step in creating a great content is to know the needs, interests, preferences and problems of the target audience or what exactly they are searching for. It is also necessary to know their preferred search channels like search engines, social media, and blogs.

Build the Buyer persona or the audience persona with their name and description about their job role, industry, demographics etc. Their needs and pain points along with search patterns for a solution and typical online behavior can be outlined basis of these details.

The questions like what do they do online, what kind of information they look for, what are the topics do they research on, must arise. This process provides the clear understanding of the topic, on which the content must be built.

2. Content Audit

Auditing the previous content gives us the clear understanding of how well we have crafted the content as per the audience requirements and elements we need to work on. So, that we can create our new content perfectly, without repeating the previous backdrops. So, as soon as the Audience persona is created, don’t rush for content building, instead take a look at the previous one.

3. Map the Content

Mapping the content helps in getting more opportunities to reach the target audience. Through content mapping, we can target the problem different stages of the audience. The audience may look for the content in order to get some awareness about it, may be for research or their search may include any comparisons. The audience may also choose different channels for each of these stages. We must create the content in a way that the reader must feel that it is created, especially for him. So, the content must demonstrate, provide analysis and detailed information as well as must act as a case study.

4. Follow the Industry

To create a great content, we not only need the requirement of the audience, but also the current trends of the industry or topic. We must also know what other bloggers are talking to the audience, in order to create unique and best content than them. A continuous observation of other blogs and checking the RSS feeds will generate many content ideas.

5. Surprise Element

The audience loves the new data. Though it is very difficult to create an entirely new content, but conduct extensive research and provide unique elements in the content. A surprise element drags most viewer’s attention. Content must touch the reader’s emotions. It will provoke them to read more and make them share the same content with others.

6. Compelling Title

The title describes the value of the content. It shows what the Reader can expect from the content, or why someone should read it. So, the title plays a major role in getting reader’s attention. According to a recent study, it is observed that the click-through rate of the blogs and articles are because of the compelling title, irrespective of the what is written in the content. Of course, the title must be relevant to the content and must be as perfect as a subject line for an Email.

7. Looking Beyond

Relevant content helps in gaining the attention of the audience, but sometimes looking beyond the industry or the topic helps in creating some special interest in the audience about the content. Adding relevant things to the content creates more value for it. It also helps in gaining new readers. It also creates a surprise in the existing audience and gets noticed by many. This acts as a fuel for content and provides numerous possibilities in discovering and presenting the content.

8. Repurpose the Content

Content which we write can be reused, modified or can be republished. We can make the content interesting, by inserting relevant images, videos and other multimedia with links. It will be helpful if we use the existing content in a new post by modifying it, instead of searching for a new one. We can even modify the content and distribute it in different formats. In this way, a normal content can be made extraordinary and can be republished. The audience will find it interesting.

9. Images Matters

Images explain most of the content to the readers. They not only give a special look to the content but also helps the audience understand in a better way. Having attractive featured images along with the content helps increase visibility. According to a recent study, the sites with more images and the image posts are liked and viewed by most of the audience. So, instead of telling, showing does the work better.

10. Spellings and Grammar in Content

Even if the information given in the content is unique and great, it would not be of great value without proper spellings and perfect grammatical sense. Effective information needs to be delivered successfully. Grammatical mistakes make the content, unprofessional. The audience wouldn’t find the content appealing and there is a chance that we lose our readers. Now-a -days, readers have become impatient, they will move on quickly if they couldn’t find the content, good. In order to reach the reader, the content must be rich in grammar and must deliver true value to readers.

Along with the creation of content, it also needs to be optimized. Content optimization is a process of improvising and making the content attractive to the search engines as well as the audience.

Optimization of content includes aesthetics. Here are some tips for optimization of the content.

1. Focus on Keywords

Keywords are the search keys to the content. They lead the reader towards the content when used effectively. There are many possible ways of the search for every content. We must identify the best way or the best and most relevant keyword for our content, to get search rankings. As there are two types of keywords, the long-tail keywords, and the short-tail keywords. Using long-tail keywords give better search rankings quickly. Perfect keywords for the content can be decided using the Google Keyword Planner and the keyword Google Search results.

Keywords must be used in every part of the content, like the URL, Meta title, Meta Description and even in the ALT tags and descriptions of images and videos respectively. Using secondary keywords in the content is an additional opportunity. Using keywords doesn’t mean inserting them wherever required or not. It should be added meaningfully. Using synonyms of keywords helps to optimize the content to a great extent.

2. Readability

How much great the content may be, but it must be easily readable for the audience. The Flesch readability ease score of the content must be maintained. The usage of transition words in the content improves the relevancy. The content must be rich in grammar and spellings must be perfect. Use of jargons will only create difficulties for the reader, so avoiding jargons is the best option. Usage of passive voice must be limited, as active voice depicts the content more effectively. Short and precise sentences help in the improvisation of readability.

3. Internal Links

Internal links are helpful to improve the crawl-ability of the key aspects of the content. Descriptive keywords are used to build internal links. They are the part of the content architecture. It guide the audience to the deeper pages of the site. Internal links help in better navigation of the site as well as helps in the establishment of information hierarchy of the site.

4. SEO Factors

As we all know Search Engine Optimization is the primary thing everyone does for their content. It helps the content to get better search rankings. As mentioned about the importance of the focus keyword in the content, the first step in the SEO process is the insertion of the perfect and relevant keyword to the content.

Apart from the keywords, the other important things of SEO are the maintenance of Title capitalization for Title and Sentence case for Meta description as well as word length of 60 – 65 and 160 – 165 respectively.

Even each page of the content must contain at least 300 words and use of Headings (H1 to H6) will make the content more organized.

5. Visual Content Optimization

The audience generally like to see the visual content than reading the entire content. In order to make the visual content better, we need to choose them relevantly. Search engines don't have the capability to derive the images, so we need to give them a meaningful description. It helps the Search engines, what exactly the image contains. The image description should be given in ALT tags, which acts as an alternate text.

In case if the Reader uses the Text reading software, the descriptions of these images help them to know about their content, even without seeing them. For best results, all the images must be optimized by adding their filename and location, along with a description.

Like images, videos must be optimized by adding relevant keywords in the title of the video and the video description must showcase what exactly the video is about and what the viewers can expect from it.

6. Mobile Optimization

As we know that the usage of mobile for content search has tremendously increased. In order to serve the audience in a better way, our content must be mobile optimized i.e. perfectly fit the mobile screen. The mobile version of the content is very much important. In the site configuration, if the primary content and the markup is same on mobile and desktop, then there is no need for any changes. Serving structured markup along the mobile version and desktop will help maintain equivalence.

7. Depth is Better

Content will be great not only because of its length but also its depth. How much deep the content is, that much powerful it will be. A depth of the content helps it to be searchable, shareable and linkable. Use of last updated stamps while upgrading the content will be helpful. Any new thing in the content boosts the click through rate and helps to attain better search rankings.

8. Page Speed

We must serve the content as quick as possible to the audience, apart from making a great content. Because today’s Reader is impatient and moves on if there is any delay in loading the content. Even Google considers the page speed as a criterion for search rankings. Cleaning of the database, reduction of redirects, compressing images, fixing broken links help to increase page speed to some extent.

9. Navigation

When audience visits the page, they want a smooth experience. Remember, they are looking for a solution to the problem and they will be eager to find one. In that case, we can’t make them wait for their solution. Proper headings and internal links between pages help in easy navigation of the entire site. This approach even helps to achieve high search rankings.

10. Sitemaps

Sitemaps list all the contents of the site that are to be indexed by the search engines. Without sitemap also search engines can index the important pages, but sitemaps help them do their job perfectly and provides the opportunity to discover the content that may not be easily noticed. Sitemaps can help to achieve high search rankings.

Spending some more time on content optimization apart from creation makes it a great content. Optimizing the content at each time of publishing it, can result in better rankings. Content optimization can go simultaneously with the content creation. As seen above, we can optimize every part of the content and after all, it won’t be considered as a great content if it is not completely optimized.

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