Crafting content in 2023 entails a fusion of scientific methodology and artistic prowess. This fusion wields considerable potency, boasts quantifiable impact, and above all, emerges as a triumphant catalyst in propelling enterprises toward the attainment of their marketing aspirations.
The pivotal strategy for eliciting substantial returns from each textual segment lies in the meticulous alignment of every term with the reader’s intent. This synchronization occurs on a product-specific basis, delving into the minutiae of each letter and each item. Within the confines of this ebook, we navigate the diverse array of textual compositions essential for successful implementation, elucidating the techniques to master them adeptly.
At the core of an effective SEO content marketing approach are blogs, which serve as top-of-the-funnel assets driving traffic and providing valuable information for search engine users. While they can indirectly contribute to sales enablement, the primary purpose of blogs lies in addressing searchers’ queries and guiding them toward specific actions.
Generating blog ideas involves leveraging SEO analytics data, conducting brainstorming sessions with various departments, and tapping into the expertise of your team.
Objectives: Improve organic keyword rankings, enhance search visibility, raise awareness, and boost website traffic.
Fact: An impressive 80% of bloggers credit blogging for yielding positive content marketing outcomes.
Useful tools: Answer the Public, CoSchedule Headline Analyzer, and MarketMuse.
Best approach: Focus on creating blog posts tailored to specific target audiences, rather than a generic readership.
02. Crafting Website Content
Within a search-friendly website, landing pages and metadata play pivotal roles. Due to character limitations in title tags, page headers, and meta descriptions, a distinct perspective is crucial.
Developing optimized site copy is essential, especially when addressing specific ranking signals, where the emphasis is on practicality rather than artistic flair.
Conciseness and accuracy are key, particularly when it comes to crafting landing pages that exude authority and topical relevancy.
Objectives: Drive conversions.
Fact: Similar to blogs, landing pages necessitate thorough keyword research.
Useful tools: Moz On-Page Grader.
Best practice: Write with the intent of the target keyword, focusing on delivering a user-friendly experience.
03. Frequently Asked Questions Pages (FAQs)
FAQ pages prove valuable as they provide straightforward answers to common questions about a brand, product, or service, effectively addressing customer concerns and minimizing support ticket inquiries. Additionally, they offer SEO benefits.
Moreover, FAQs are versatile and can be tailored to specific topics by incorporating them at the end of a blog or including them on a landing page.
The answers provided must be honest, concise, and to the point.
Goal: Proactively address customer inquiries and generate interest in your brand.
Fact: FAQs are an effective way to capture leads and guide them toward conversion by providing answers throughout their decision-making journey.
Useful tools: Rely on your industry expertise.
Best practice: Take a customer-centric approach when developing FAQs by considering the questions you would have as a customer yourself. Craft the FAQ section based on these insights to be proactive in addressing potential inquiries.
04. Enhancing Content Performance
Creating top-notch content doesn’t always require starting from scratch. Many marketers are now embracing the strategy of re-optimizing and repurposing existing materials instead of churning out entirely new content. This approach involves tapping into valuable data from site visitors, conducting competitive analysis, assessing on-page optimization scores, and leveraging other web analytics provided by your site and tools.
The focus here is not on coming up with new ideas or completely reinventing existing content. Rather, it involves fine-tuning and enhancing a well-established blog post to the point where it significantly boosts your organic ranking, propelling it from Page 5 to Page 1.
The key to impressing search engines lies in presenting clearly defined topics, conducting comprehensive analyses of each subtopic, and ensuring that the content aligns perfectly with user intent.
In essence, this process combines the thoroughness and research of a white paper with search-friendly keyword optimization, working towards the ultimate goals of improved keyword ranking and increased search presence.
Remarkably, statistics show that 85.37% of articles experienced a surge in total clicks after undergoing re-optimization.
To accomplish this, you can make use of helpful tools such as MarketMuse, Google Search Console, and Google Analytics.
For best results, compile your competitive research and organic analyses into a concise brief, and then proceed to optimize each section based on the recommendations obtained.
05. Utilizing Customer Success Stories (Case Studies)
When crafting narratives about achievements, whether they are your own accomplishments or those of your customers, it’s essential to adjust your tone of voice to suit the intended audience. Case study readers generally find themselves deeper into the customer journey, actively comparing your offerings with those of competitors. As a result, incorporating substantial data, visuals, and persuasive language becomes crucial.
Considering that this content might be shared with stakeholders representing potential prospects, adopting a formal and business-oriented tone becomes imperative, ensuring effective communication with directors and executives.
Objectives: Driving lead generation and facilitating sales enablement.
Key Fact: Customer success stories play a pivotal role in fostering trust and boosting conversions, particularly in the SaaS industry.
Useful Tools: Leveraging Google Analytics for conversion tracking and gathering insights from the sales team’s feedback.
Best Approach: Employ a narrative structure while skillfully integrating numerous quotes to create an engaging storytelling experience.
06. Social Media Copy
Crafting effective social media content involves more than just uploading content and hitting publish. It requires unique posts that provide added value beyond the core article, video, or graphic.
Several components contribute to compelling social copy:
- Headlines: Create enticing and distinctive headlines to encourage more clicks.
- Teasers: Craft engaging excerpts or descriptions to accompany the posts.
- Image text: Utilize eye-catching social images with concise text overlays to make a strong visual impact while users browse through social media.
- Adjust tone based on the platform: Tailor your messaging according to the platform’s nature; maintain a formal, business-oriented approach on LinkedIn, while adopting a casual and lively tone on Facebook, Twitter, and Instagram to resonate with your brand personality.
When cross-posting, ensure each post is uniquely positioned for the respective platform and audience. Some content might be best suited for LinkedIn, while others can thrive on Instagram, generating numerous shares. Carpet-bombing all channels may dilute the message, so it’s essential to distribute content strategically.
The ultimate goals of social media content are shareability and engagement. As approximately 4.8 billion social media users exist worldwide, honing your social media content skills can yield significant benefits.
To enhance your social media content strategy, consider using helpful tools like BuzzSumo and adopt best practices like encouraging followers to comment and actively engaging with them. By applying these tactics, your social media presence can flourish and yield positive results.
07. CTA Copy
Crafting calls to action serves a singular purpose: guiding visitors toward specific actions. The process of creating persuasive and concise copy for clickable CTAs and the platforms they reside on demands a central focus on the art of communication.
Reject mundane phrases like “click here” that have lingered for decades. Instead, infuse your brand’s unique tone and personality, and tap into your creative prowess to generate purposeful copy.
Consider these examples:
- “Unleash your analytical prowess”
- “Let’s embark on productive work together”
- “Join us in bringing ideas to life”
Each of these examples conveys clarity, intentionality, and a sense of purpose.
Objectives: Channeling visitors through the funnel and boosting conversions.
Insight: Personalized CTAs can significantly outperform generic options, with a performance increase of up to 202%.
Valuable tools: Optimizely, Feng-gui, and 5 Second Test.
Best approach: Continuously test and evaluate the performance of your CTAs against alternative versions to optimize results.
08. Enhancing Pay Per Click (PPC) Campaigns and Ad Copy
Complementing organic marketing endeavors, PPC campaigns, and paid search prove to be highly effective strategies. The significance of the text within paid ads, prominently displayed at the top of search engine results pages (SERPs), is as crucial as the traditional call-to-action (CTA) copy employed in the organic realm.
The key textual considerations revolve around conciseness, relevance, and aligning with the right keywords to ensure an optimized AdWords Quality Score, securing a top position in the ad auction process. Additionally, the quality and relevance of the landing pages to which the ads direct users are pivotal factors.
Here are the crucial aspects to bear in mind when crafting ad copy:
- Positioning of the CTA on the landing page.
- The language used in the CTA itself and the content of the landing page.
- Employing appropriate colors, typography, and text combinations.
For the best results, the ad copy should be finely targeted, keyword-centric, and optimized for click-through rates.
The primary goal is to drive conversions.
A noteworthy fact is that any positive Return on Investment (ROI) is deemed good, yet the target for PPC is achieving a 2:1 ratio. In other words, for every dollar spent, two dollars should be generated in return.
Helpful tools for these endeavors include Google Ads and Optimizely.
Adhering to best practices, use PPC ad copy to efficiently prequalify searchers. This entails being direct and informative about your brand, products, and services.
09. Email Copy:
Email marketing serves as the cornerstone of content marketing, allowing you to disseminate your brand magazine, exclusive data, and personalized newsletters to a vast subscriber base. Besides the main body content, certain elements significantly impact email open rates, forwarding actions, and responses:
- Subject lines: Employ intriguing questions, compelling statistics, and current trends. Incorporating urgent language can also boost open rates.
- Intros: Get to the point swiftly, consider addressing recipients by their first names, and state your purpose up front.
- CTAs: Limit your email to one clear call-to-action (CTA). Multiple buttons, banners, or directives can cause confusion among readers.
- Goals: Focus on achieving top-of-mind awareness, nurturing prospects, and generating leads.
Interesting fact: In 2023, 56% of marketers plan to increase their email marketing budgets.
Recommended tool: Utilize the CoSchedule Headline Analyzer for valuable assistance.
Best practice: Boost your open rates by including “[Video]” in the subject lines.
10. Press Releases
Although not immediately perceived as written content, press releases indeed fall under this category. Apart from the obvious requirement of being written, effective press releases should adhere to industry-standard formats.
Once crafted, these press releases can be distributed to media outlets, attracting attention to noteworthy events or special occasions like product launches, hosted events, charity fundraisers, and similar occasions.
Primary Goals: Attract media attention and inform target audiences about your brand’s exciting endeavors.
Fun fact: Tuesday, Wednesday, and Thursday are generally considered the best days to send out press releases.
Useful tools: Explore an informative blog on crafting compelling press release headlines, along with available press release templates.
Best practice: Keep it concise and engaging; aim for a total word count of 300 to 400 words, and follow a well-structured template.
Long Form Content
11. Extensive Guides
While blogs and long-form guides may share some commonalities, the purpose of long-form content goes beyond mere top-of-funnel awareness and traffic generation.
These comprehensive how-tos, explainers, and exclusive proprietary information hold significant value for readers. Search engines prioritize such relevant and detailed content, increasing the chances of ranking on Page 1 of Google and securing Featured Snippets.
To achieve this, thorough research, embedded media, concise language, expanded arguments, and detailed descriptions are essential. Leave no stone unturned in your efforts.
Objectives: Generate sustained organic traffic and target high-value keywords.
Fact: The greater the level of detail provided and the stronger your authority in the industry, the more effective the content becomes.
Helpful tools: Utilize MarketMuse for content direction and Moz Keyword Explorer for keyword research.
Best practice: Although text-heavy, break up the copy into shorter chunks for better scannability.
12. White Papers
White papers delve deep into specific topics, enabling you to explain intricate details and present well-researched findings. Creating white papers typically involves extensive groundwork, including data compilation, quote gathering, and subsection crafting.
Readers of white papers seek unique insights not easily found elsewhere, and they are willing to provide personal information or payment to access such valuable content. The focus of a white paper is to communicate findings through text, offering ample space to expand on arguments.
Objectives: Micro conversions and adding prospects to email campaigns.
Fact: White papers (and eBooks) rank fourth among the top five marketing assets with the best results.
Helpful tools: Utilize Google Docs and Adobe Illustrator.
Best practice: Maintain a slightly more formal tone in white papers, tailored to a business audience.
13. Writing Video/Animation Scripts
When crafting multimedia assets, it is crucial to envision the final product clearly, ensuring that the writing aligns with the intended visual outcome.
As videos demand significant resources, it’s essential to avoid excessively wordy scripts to prevent cost overruns. Typically, a 30-second animation script should not exceed 72 words, while longer 2-minute scripts can go up to 290 words.
Today, videos often rely on compelling narrative arcs, incorporating intros, developments, and conclusions, requiring a unique approach compared to traditional written content. Some popular video types include product reviews, whiteboard animations, tutorials, and goals like product demos, brand awareness, and sales enablement.
An interesting fact reveals that 91% of people express their desire for more video content from brands in 2023.
When working on video scripts, using tools like Adobe Creative Suite can be helpful. It’s essential not to over-explain through text; instead, leverage visuals and on-screen movement to convey the message effectively.
14. Crafting Webinars
Incorporating webinars into your marketing strategy adds a dynamic multimedia dimension. These webinars have diverse applications, including formal presentations, sales calls, internal training, and promoting company research. Moreover, they can be conveniently embedded on web pages and shared via email.
Similar to eBooks, webinars benefit from having defined word count limits per page or slide, and when accompanied by a verbal presentation, the content should align with the speaker’s pace.
To enhance engagement, utilize bullets, data points, clear headers, subheadings, charts, graphs, and tables whenever possible. Avoid relying heavily on text and, in some cases, consider conveying information without complete sentences.
Maintain a direct and professional tone throughout the webinar.
Webinars serve various goals, such as establishing thought leadership, raising brand awareness, driving attendance, and generating leads.
Research suggests that the ideal duration for a webinar falls within the range of 60 to 90 minutes.
When crafting eBooks, focus on their visual appeal and use text more as a complementary element. Keep in mind that eBooks are often gated, intended to convert users, and gather leads through form fills. Be concise, practical, and format-friendly, avoiding large blocks of text. Utilize statistics and bullet points where possible.
Furthermore, eBooks can cover multiple aspects of a topic, whereas white papers should concentrate on a specific viewpoint. Your main objectives should include achieving micro conversions and adding prospects to email campaigns. Remember that gated eBooks are effective in capturing leads.
To create eBooks efficiently, consider using helpful tools like Canva, Google Docs, and Adobe Illustrator. Writers should aim for approximately 125 words per page or less to allow ample space for design elements.
Infographics serve the purpose of visually retaining information, so when writing copy for them, consider the design aspect. Think of yourself as a writer and a designer, as each line of copy may translate into a custom illustration. To make your copy stand out, use active language, and don’t hesitate to incorporate metaphors and similes.
For instance, instead of stating, “The supply chain moved large amounts of goods during Cyber Monday,” try something like, “The supply chain moved a mountain of goods during Cyber Monday.” A small change in descriptive words or verbs can provide visual cues for the designer.
Remember, infographics are top-of-funnel assets, so be creative, fun, and ensure they align with your brand. The primary objectives are generating inbound links, encouraging social shares, and explaining complex topics. Keep in mind that infographics are highly shareable and valuable for acquiring backlinks.
To design infographics effectively, consider using helpful tools like Canva.
17. Branding/Company Culture Promotion
Not every piece of content needs to be a masterpiece. When creating content to showcase your brand and company culture, focus on your brand identity, what sets you apart, and the value of your co-workers and client relationships.
Write employee spotlights, create interactive company quizzes, and establish a personable rapport with your audience. Be fun, lighthearted, and proud of your company culture in the content you publish. These efforts will contribute to brand awareness, corporate recruiting, and industry recognition.
It’s crucial to be authentic and honest in your cultural content, as it can significantly impact employee engagement and retention. Utilize your staff members as valuable resources for creating this type of content.
To promote your brand and company culture effectively, consider using tools such as SlideShare, Google Sheets, and a Pattern Library. Aim for messaging and awareness rather than being overly formal or corporate.
18. User-Generated Content (UGC)
Curating user-generated content (UGC) is a highly cost-effective approach to content creation. Encourage your customers, followers, and subscribers to engage with your company by leaving reviews, and comments on social media, and participating in polls. Compile the received information and share it with the public.
For instance, a Twitter poll revealing that 60% of your followers want a faster checkout process can be turned into a blog post promptly. Keep the conversation going by actively seeking additional comments and feedback from users.
Use your writing skills to compel commentary on social media and respond to online reviews, fostering a continuous stream of communication with your followers. The main goals of curating UGC are audience-building content simplification, and increased shareability.
To effectively manage UGC, utilize social media platforms like Twitter and Instagram, as well as your Google Business Profile. Always respond to feedback and keep the conversation alive to maintain an active content stream, especially when budgets are tight.