In digital marketing, content is king for visibility, high traffic, and increased conversion rates. How to create quality content may be a mystery for many business owners, however.
Follow along for a useful primer in what to include in your content and how to ensure it helps you reach your audience meaningfully and productively.
Romain Berg specializes in content creation that helps you elevate your search rank and get seen online. Fill out our contact form today, and we’ll reach out to create a content strategy that delivers results, not hype.
How to Create Quality Content: Start with the Audience
The most well-written content is useless if no one reads it. Before setting up a content marketing calendar or marketing strategy, you must first find out who may care to read what you produce.
You probably already have product or service lines you’ve painstakingly developed with precision and creativity. Super. You may have done extensive buyer persona analysis and pain-point documentation.
Traffic-converting content must utilize every ounce of that data. Plus, you need the right word combinations to land squarely on the audience you wish to cultivate or grow.
So, if you’ve already gotten a detailed visual of your ideal customers, now you must get into their heads.
What do they care about? What keeps them up at night? What are their hobbies? How do they find comfort, entertainment, fulfillment, and alleviate their boredom?
These are a few of the questions you might ask before you churn out your next blog post. Your content should always do the following concerning your audience:
- Call out precisely who you want to target.
- Speak into one or two of your identifiable audience pain points (i.e., what life or business circumstances create challenges and struggles for your ideal clients?)
- Use relatable examples and relevant storytelling to clarify purpose.
- Detail how your products or programs “fix” whatever is broken for your target customers.
How Engaging Content Cements Audience Loyalty
Here’s how this works in real life. A thriving fitness club caters to gym-a-phobic and former exercise intensity “addicts” who suffer from chronic pain. All of their content calls out this population by name without fearing being too specific.
Some companies fear this practice because it feels like they may discourage those not in their target demographic from buying their service. In fact, clarifying your niche can improve audience engagement and conversions.
They produce a lot of social media and email marketing pieces that tell the success stories of their clientele in reducing pain and living lives of greater movement freedom.
Their programming copy details precisely what problems they address, what each participant will learn, and how they will feel after taking the class or workshop.
After years of honing their content technique, they now receive frequent thank-you notes from their clientele for the timely, relevant, and heart-felt emails they send each week.
Plus, their programming and launch events frequently sell out. Even when they’ve had to convert all their services to online delivery during the pandemic.
This company is so attuned to their audience’s needs that writing content that lands well is like breathing air–so easy. And, their campaign “open” rates prove the point that knowing and writing for your audience (not for you) is critical in creating quality content.
Use the Same Words and Phrases Your “People” Do
Discovering the questions that your desired audience asks regularly will help you sky-rocket your search rank over time. An elevated search rank helps your content reach more online eyeballs than writing several pretty articles alone.
SEO is both art and science. The science tells us that when we use certain keywords and phrases conversationally in online content, you’re more likely to get noticed by Google. So, researching two types of keywords can help you make good use of the words you choose.
Long-tail keywords: These are phrases that give detail to a user’s search, for example: “blue wool pea coats for under 100 dollars.”
The user could have searched the term “pea coat” and got thousands of results. Her search phrase shows that she’s done a little fashion soul-searching, knows what her budget is, has chosen her color and preferred material. She is also probably very close to making a purchase.
There are plenty of other people like the woman above who put those longer, more detailed questions into their searches. If you’ve used the same phrase in your content, you’re more likely to show higher in their search results.
Short tail keywords: When you choose only a couple of words as a keyword, that’s a short tail. These keywords will bring in thousands of results because more websites and blogs use them in their copy. They can still be useful in content, especially when you choose several relevant ones to sprinkle conversationally throughout your articles.
Grammar, Syntax, and Tone Count
We all are guilty of overlooking a few typos when we post to our social media feeds. When you’re writing marketing content, use a more critical eye before hitting the “publish” button.
Grammatically correct content with an easy-to-read tone makes readers stay longer and discover more about your products and services. You’ll also want to employ a tone that reaches your readers on a deeper level.
Do they like a bit of humor? Can you translate technical data into an engaging format?
Your readers may trust you more if you keep a formal tone, or they may relate to you more closely with a story of vulnerability. It’s smart to choose and blend your content tone to achieve your engagement objectives best.
Outsourcing Content production
Above all, consistency is key in how to create quality content. If you cannot commit to regularly updating your content channels, it’s time to consider outsourcing this task to a trustworthy resource.
Romain Berg’s content team is exceptionally experienced and dedicated to quickly learning your brand voice. We will help your organization grow your impact and influence online with quality content that magnetizes users and invites them to purchase.
Contact us today for a reliable business boost through high-quality content delivered consistently and professionally.