Quality content isn’t enough to bring you site visitors, engagement and search engine success. Here I explain why and how you can solve the problem.
Have you written what you believe is an exceptional blog post but disappointed by your results? It happens all the time. We can’t expect that all our posts will be hits. but it’s disappointing if we’ve put in extra time and effort.
Of course quality content is vital but there are other factors at play. It’s not enough just to write well.
Who You Write Your Quality Content For
- Your high-caliber content needs targeting to those most likely interested in our topics. Before writing always consider who you are writing for. Use analytics to build up a true picture. As Erin Everhart says in “Why Marketers Should Focus More on Journalism, Less on Likes“
“I think one of the biggest mistakes is building anything — a full website, a landing page, or a marketing campaign — based on your own assumptions of what you think will work or what you think your customers want without actually validating that with data.”
- Even if interested in your blog post topic, think about the ability of your intended audience. Excellent content won’t hold a visitor’s attention if too complex for the level of understanding needed. Keep beginner posts simple, without any jargon. Don’t use acronyms without their full name. Explain more complex points thoroughly.
Use GA to analyse PVs, UVs. BR, CTR, KPIs, MoM and YoY”*
- Consider where your audience lives and what language they speak. If the first language of your main audience isn’t the one you write in, keep it simple.
- Good post titles attract but don’t be tempted to use sensational headlines that attract the wrong audience.
- Make sure your posts are relevant to what this audience wants to read, not what you want to sell. Example: If you sell health products your readers are likely interested in keeping fit, motivation and dieting but not stamp collecting.
- Relevance applies to all we write. Don’t stray far from your niche. Consistency plus a high standard of content will keep your interested audience.
“Go off track and blog visitors might not come back”**
In Why Meaning Will Ultimately Determine Your Brand’s Content Marketing Success, Moz quotes Bill Sebald who suggests we ask these questions before writing and publishing:
The Moz post says that “Any brand committed to asking themselves at least three of those questions before any content is created is swimming in the deep end of the pool, having moved away from the pack and on the way to delivering meaningful content”.
Excellence Plus Added Value
- Think of added value by giving something away for free. and writing tips and tutorials.
“We have moved away from the era of the
go-getter and we are now in the era of the
“go-giver.” Successful people are always looking
for ways to do things for other people.”
– Brian Tracy
- Be as unique as possible. Even if you write on a well covered topic, add your own perspective and stories. Use your own writing style and tone. Research well, be thorough, and up to date. Include links to external top rating articles to show different ideas and to add detail. If you already know a lot about a topic, write that down first so you’re not influenced by what others write.
High Standard Site Design and Layout
- Both simple and complex subjects must be easy, and attractive, to read.. In the web era of video and social media snippets, design and layout is even more important to keep reader attention. See “16 Rules of Blog Writing and Layout. Which Ones Are You Breaking? ” for tips.
- Using good relevant images is the best way to increase a post’s attractiveness. Take a look at my post “Tips for Using the Best Images for Blogs and Social Media” for ideas.
- If your site navigation isn’t adequate, a visitor might not read more than one of your quality posts. By navigation, I mean featured and/or latest post and category lists as well as main menus.
Search Engine Considerations
- Although we know to write for people and not search engines, remember people make clicks. To get your content viewed by those you intend, SEO is important. On WordPress optimize using an SEO plugin and do keyword research. To keep on track monitor your stats.
- If your site loads slowly you’ll quickly lose visitors. They’ll not bother reading or go to similar quality posts that load faster. Search engines will penalize you too.
- More than half of all Google searches worldwide now happen on mobile devices. Reading posts is harder on mobiles if your site isn’t optimized for them, and they won’t rank well.
- Promote your posts widely on social media, bookmarking sites, in groups and forums.
- Encourage comments and feedback.
Your content is only as good as the goals it meets. Are you getting the email subscribers, leads, conversions or sales you aim for? Before you write a post think about why you’re writing and what you hope to achieve: know your purpose.
It takes time to build up a loyal following and to succeed in search engines. However awesome your content, give valuable service before you receive valuable results.
Can you add any more tips? Do you need more information on any of the points above? Ideas for blog posts are always welcome. Please leave comments below.
* If you don’t know what these acronyms mean check out 60 Marketing Acronyms Every Industry Pro Should Know on Hubspot.
** Quote by me