We all know the importance of creating new content to keep our sites fresh and ranking higher in the search results. However, even with this knowledge in place… why are so many people still doing it wrong? After all, ‘content creation’ really isn’t the problem for brands and businesses online… it’s the promotion and value that goes along with it.
Anyone can create content, and it’s also something we really don’t need more of. Instead, what we need is content that provides real value and continues to work for us several days, weeks and months after the initial article or content goes live.
To help with this process, I wanted to demonstrate some examples of how we and other brands are getting creative with their content creation, while also offering more visitor value than ever before. Run through each of the methods being used in the list below, then think about how you can start implementing some of them into your own content creation efforts.
Bigger, Better and Longer Content is Key
If you want to win the war on SEO and content creation, you simply need to create content that is bigger, better and longer than the competition. This is something that has been up for discussion for many years now. It’s no longer about going live with fresh content daily, instead, it’s about going live with super-articles that you can continually promote and reference to time and time again. This is exactly what we have done with our main page content at Blogging.org. Yes, it’s a super-detailed resource guide on how to start a blog, but it’s also one of the most in-depth guides out there — with walkthroughs, a whiteboard video, resources and much more.
While our guide is focused on how to start a blog, this same method can work for pretty much anything you are trying to explain to an audience. Think about who your target audience is and what they are looking for and how to do… then provide them with the best walkthrough possible.
Create Content Around Product Keywords and Search Terms
Along with creating real content that provides value, and is better than most of what’s already out there, you also need to focus on the keywords and search phrases that your audience is actively looking for. This is all part of the niche breakdown process that I recommend everyone walk through before even creating a site.
You can see an example of this type of content creation and keyword targeting on Falls River Soap, an e-commerce retailer specializing in handmade soaps. While their main interest is to sell products on their site, it’s also a priority of theirs to make sure their audience knows what they are buying or how to actually make use of the product. Instead of just relying on their product sales pages, Falls River created a blog to highlight the benefits of each product, along with bringing a lot more content to the site as well. In the end, this type of content creation should help with the overall indexing of the site in the search results, while also helping them rank for additional keywords as well — in the example below “Avocado Soap” is the main keyword, but “Jasmine Oil” is an additional one that can help with long-tail keywords and additional rankings as well.
Some of the top retail and online shopping sites are using this same method to increase sales to their site like crazy. If you really want to get creative with your writing and marketing strategy, be sure to look at your options with native advertising.
Take Advantage of Experts Roundups
No matter what industry you are in, there are always going to be experts and authorities that stand out from the crowd. Not only do these individuals usually have quite an influence in their market, they also have large social followings and lots of traffic to their sites as well.
One way to take advantage of such industry experts is to run an expert roundup post on your site. The concept of a roundup post is quite simple — all you need to do is reach out to industry experts, ask them a single question, then compile all of their answers into one big mega post. You can see an example of one we did for Blogging.org here, or view these other 17 examples.
Not only will your site end up with a nice resource article with potentially thousands of words of content, you will also have some big industry leaders highlighted on your site as well. Once you post goes live, be sure to let all of the featured experts know, as they will then likely share the content with their audiences as well.
Expert roundups are working extremely well for hundreds of blogs, brands, and businesses today. They do take a decent amount of time to create, so make sure you invest the time and research in picking a good question for your experts to answer.
Increase Return Visitors with Active Data
Not all content creation needs to be in the form of text data that goes stale once it goes live on your site. Instead, if you can come up with a resource or way to provide your audience with something they are actively tracking or looking or updates on, this could be a major contributor of return visits back to a site. A good example of this would be a site like CNBC, where they are actively posting news and stock ticker information on their site.
However, millions of people visit sites like CNBC and big media outlets on a daily basis simply because they know of the brand. When you start getting more niche focused, it might be harder to come up with an example for how to do this. Sticking with financial services companies, we can take a look at GSI Exchange and see how they actively post precious metal prices on their site. It’s not just that they are posting the most recent price, it’s actually updated in real-time — both through a ticker at the top of the page and through a chart on the right side. This is key information to both GSI Exchange and their audience, as they are buying/selling precious metals and will want the most accurate pricing as possible.
In the case of the example about, there was probably some custom coding and design work involved to create such a ticker. However, thanks to the power of WordPress and their numerous plugins, there are plenty of free options to invest some time in researching. Whether it’s a news ticker, social updates or even the price of precious metals… see what type of active data and information you could start providing to your audience.
Use Whiteboard Explainer Videos instead of Generic Text
For the most part, the majority of content on the internet is written text content. However, online video is quickly becoming the go-to source for content and brand, businesses and social networks are now seeing this increase at a much faster pace than ever before thanks to mobile. Another reason why video is so effective is that attention spans are now shorter than any time before.
With all of this in mind, are you actively using video within your own content? If not, you should be.
The great thing about using video is that there are so many different options to explore. However, one of our favorites has been whiteboard and explainer videos recently. A perfect example of how such videos can be used in your own brand or business can be seen on the MySimpleShow blog, which is actually a platform for creating explainer videos with no technical design skills required. While MySimpleShow comes out with written text articles through their blog, they also summarize each article with a unique whiteboard video (using their own product). This is great for both the brand and audience, as the site will have a lot more interesting content versus the same old traditional text, while also being able to reach new audiences through video and mobile… where their original text content might not often be as viewed.
The concept of explainer and whiteboard videos is nothing new. In the world of affiliate marketing and lead generation, explainer videos are one of the best ways to grab the attention of an audience and then get them to take action when the video ends. There is just something about the black and white drawings that really suck people in! To see a detailed walk through on how we created the whiteboard video for our main Blogging.org page, see my other post here.
Bring Old Content to Life with Infographics
For more content creators and bloggers, their content is only as good as the last piece they published. The unfortunate and sad truth about this is that nearly all older site content is going to get stale and fall off the main page. With the amount of time, money and effort that is spent on content creation, there must be a better way to continually promote older content.
One method that Blogging Tips is to using to bring some new life and social activity to their content, is to repurpose some of their best text articles into powerful infographics. You can see an example of this below, while also looking at the original article content here.
There are many benefits to turning your existing text content into a powerful infographic, such as making it easier for audiences to read and share — while also not having to look at the same old boring text they might quickly shy away from. In short, everyone loves visuals and they are actually quite easy to create as well. Use a graphic design tool like Canva to create an infographic with your own data and any of their pre-built templates. Once you’ve gone live with your own graphic on your site, be sure to submit to these infographic directories to gain some quick traffic, social shares and backlinks from other authority sites.
Focus on Review Based Articles and Getting Reviews
When it comes to creating content for a specific audience or customer that is looking to make a purchase, few things work better than ‘review style’ posts. Millions of searches are performed daily on Google for “product name reviews” and the top sites that rank for these keywords usually push a lot of traffic and sales. At the same time, many generic site owners and blogging will write review style posts on their own recommended products or services as well — especially if they are going to earn a commission on each referred sale.
With all of this in mind, online reviews work in many different ways. For the site owner, they are creating product review content for their audience to reach and act on. The visitor is looking for information to help them decide on a whether or not to make a purchase. For the brand or product owner, they are looking to establish enough reviews online so they have a better understanding of how customers feel about their products.
Vendasta has a nice list of the top 10 customer review websites that everyone should be looking at. This is especially true for anyone looking to create review articles on their sites. Take a look at the structure, data, and formatting of content on such review sites to help you replicate the process and provide the best value to your audience. If you already have a product of your own, also spend some time researching how you can get it listed on such review sites as well.
Online reviews are always going to play a huge role in how content is created to persuade audiences to take action. If you aren’t already using product review posts for your website or blog, definitely consider it. It’s a great way to rank in the search results for relevant and competitor keywords, while also providing value to audience looking for answers.
Content is King — Just make sure you are using it correctly!
Now that you’ve seen how some of the top brands and business are using content creation online to reach new audiences, it’s time for you to start doing the same. Remember, it’s not about how often you create content… it’s about the value provided, how you can stand out from the crowd and also reach new audiences in the process.
As always, having a blog is simply one of the best ways to create content for your site. If you haven’t started one already, follow our ‘how to start a blog‘ guide and you can have one up and running within the next few minutes.