Getting success in digital marketing depends on content quality. Businesses have rightly put content creation in their priority lists. Some have even made their entire marketing strategy centering around it.
But creating high-quality content is difficult because the process involves many complexities. Here are the tips to overcome them:
Add relevant information
There’s no point creating content that doesn’t offer relevant information. If the content fails to inform readers, then they won’t read it.
What does relevant information mean?
Relevant information are often found in professional posts that are useful for readers. Let’s say you are writing on car battery replacement. The following information are useful for your readers:
- DIY battery installation guide
- Equipment necessary to carry out the process
- Average lifespan of car batteries
- Professional auto battery replacement service charges
Readers won’t find value in the content if it doesn’t contain the said information. The problem is you can never put in useful information unless you have mastery over the topic on which you are writing, and achieving mastery in multiple areas is anything but easy.
It seems like a dead end, right? Well maybe it does, but it’s not a dead end.
There are two alternatives:
Alternative 1: Don’t write on new areas, write on those areas in which you already have a sound knowledge.
Alternative 2: You can write on new areas, but to compensate for your lack of knowledge, conduct a thorough research beforehand. This way, you can get a comprehensive idea of the topic along with its many nuances and understand how these relate to the benefit of the readers.
Grammar and coherence
Maybe the content is informative, but it’s not grammatically sound or coherent.
Will that be an issue?
Yes, a big issue.
Remember, proper grammar and coherence add as much value to an article as information does. Any content lacking either of the two is not high-quality content.
There’s an immense need for correct grammar because bad grammar is reportedly killing brands. While it’s easy to overcome small errors like the ones involving punctuation, tense and spelling, more serious errors, the ones involving sentence formation, enhancement and style, etc are difficult to deal with. But readers will not entertain such excuses as they can read an article that’s grammatically perfect, coherent and packed with valuable information on some other site.
To give them a reason to stay on your site, you need to steer your content clear of grammatical issues. That’s possible when you edit the content over and over. The more you edit it, the better. Using grammar software can also help.
Grammarly is an excellent grammar checking tool. The older version of Grammarly can scale content by assigning it a score between 1 and 100. A high score indicated the content is high-quality.
You can have a Grammarly overview and see how the new version works. It was introduced in the beginning of last year and it divides errors into two categories; advanced and critical, while critical errors are easy to reckon with, advanced errors are hard to identify.
The two key components of coherence are factual accuracy and logical organization. Make sure all the data acknowledged in the article are factually correct and all the claims can be backed by hard evidence. Connect each paragraph with the next in a logical manner as if one paragraph is the continuation of the other.
The overlapping area between grammar and readability is all about how bad grammar hurts an article’s readability. But that’s that, there’s nothing more in their interconnectedness; being grammatically perfect is not the same as being readable.
Readability depends on the ease or difficulty faced by readers at the time of reading an article. If the reading experience is smooth, then the content is readable. If not, then it has readability issues. The Flesch–Kincaid model quantifies the readability aspects of content.
Below is the mathematical representation of the model:
206.835 – 1.015 (Total words ÷ Total sentences) – 84.6 (Total syllables ÷ Total words)
See the graphic representation of this model below:
The formula above shows the quickest and the easiest way to increase the readability score is keeping a ratio between total words and total sentences and not using too many syllables. Albeit the model gives an idea of crucial readability factors, following it is difficult for the reasons below:
- A high readability score (90-100) indicates the content is for 5th graders. But any content that’s full of information and delves deep into the subject matter is for an erudite segment of readers. Writing such content is recommended as it helps the creator in building an authority for himself in his field.
- Use of terminologies, keyphrases and more importantly unique words (Infotainment, Infographics) is highly recommended as these can help an article or a blog get visibility on the search engine. However, such terms may be obtrusive to readability.
The content can’t be for 5th graders or for college graduates (0-30). It has to fall somewhere in the middle, it needs to spew out useful information, guide readers in their pursuits and all the while, be simple and easily comprehensible.
Akin to readability, visual optimization makes the reading experience seamless for readers by removing the invisible clutters. Content marketers are facing increasing difficulty in capturing people’s attention. The infographic below confirms this:
You have to hold visitor’s attention as long as you could and have to do it quick because the page that features your content won’t get more than 15 seconds of attention. If it takes more than 2 seconds to load, prospective consumers will leave.
Visual optimization can lend you a hand in this. It depends on:
Font selection: Don’t select an overly catchy font like Corsiva or Syncopate. Don’t select an overly simple font like Verdana either. Select a font that’s balanced and easily noticeable.
Fixed-width layout: There should be a gap between the viewport and each end of the page. This not only makes the layout clean and uncluttered, but also drives the attention to the content. See the optical illusion below:
The square shapes share the same plane with each other and with the oval shapes, but it seems like these are deep inside. Shape shifting, from large to small can direct the vision to follow a distance that’s unreal. The gap between the viewport and the four ends of a page can create a similar effect so the attention fixates on the content.
CSS loading: A lot depends on how fast the CSS elements load. More than 2 seconds is a red flag, especially on the handheld platform because mobile users are more impatient than their desktop counterparts. Tricks like CSS file consolidation can come in handy.
Visual optimization is about form, not about substance. It can prevent visitors from leaving your site and buys your content some time so that it can hold them for long.
Writing around keywords
After the Hummingbird update, marketers began to use semantic variations of original keywords, a practice which was quickly legitimized owing to Google’s “Things, not Strings” aphorism. However, as everyone’s been doing it, a content creator needs to choose a different (And a more creative) avenue, such as writing around keywords.
Conventional searching was reliant on connectors like “And” and “Or.” But as per Matt Cutts, there’s been a jump from fixed query format to a new format where query syntax is variable.
Partly technical and partly subliminal, this change insinuates how content marketers should be looking at keywords. They need to draft content as the answer to potential search queries. The right way of doing keyword research includes anticipating the possible queries and the non-systematic and non-sequential formats, in which the queries can be formulated by the searchers.
Let’s go back to the battery replacement example again. In conventional searching, the searcher uses keywords like “Car battery replacement” but when using the voice search feature, he may use a query like “How can I replace the old battery in my car?” The second query is longer than a standard long-tail keyword.
Content should be created as answers to long and detailed search queries. Some experts have pointed out Google’s proclivity to such content. If the search engine giant is fully convinced that the content deals with problems faced by users (Denoted by keyword ideas), then it may be used as a featured snippet.
The tips shared here are offbeat, in the sense that they are based on an experimental approach.
Do they guarantee success?
Well, nothing is guaranteed, but yes, creating a strategic content marketing plan based on them and implementing the plan with the use of cutting-edge usability tools escalate the odds of success.
Moreover, the tips are open to further experiments, as such you can add your 0.2 cents to make them customized and more effective.
The Do’s and Don’ts of Writing Your Very First Blog Post
Your very first blog post is a very big deal.
For businesses, it’s their way of attracting more clients by creating content that resonates with your target audience.
For hobbyists, it’s their chance to of sharing to the world your thoughts and ideas about their topics of choice.
Either way, nothing validates your online identity more than a well-written blog post.
Therefore, you need to make the most of this opportunity by writing the best possible blog post. Assuming that you don’t have much experience in writing, you can always keep things simple by following the basic do’s and don’ts of writing a blog post for the very first time.
Do: Come up with a topic that your audience would like
The success of bloggers stems from the ability to determine what their audience wants to read. To reach their primary goals, bloggers must appeal to the need of their target readers for useful and relevant information. Doing so allows them to attract lots of visitors with the content they publish, resulting in increased conversion rates.
Therefore, you need to approach blogging deliberately. You can’t just pull a topic out of thin air and expect your audience to come in droves. You must find out what makes your readers ticks and what their wants and needs are.
That means research, research, and more research!
First, you need to come up with a reader persona that you will target for your post and the succeeding ones. The persona you will develop will embody your demographic such as age, gender, hobbies, and others. Researching these factors will help you refine how you will write your post and what you will write about. From here, unearthing blog post ideas to write about will become much more convenient for you.
Don’t: Veer away from your branding and persona
Your brand is what defines you online. Your audience will associate all your online activity with the brand you’ve developed. Part of your brand is the persona you project from the blog posts you will write.
The best blogs exhibit unique voices that set them apart from the rest. The Onion is popular for its tongue-in-cheek humor veiled in satire. Lifehacker is famous for producing informative blog content geared towards readers who want to find ways to simplify their lives.
The brand and persona these sites exude help bloggers develop consistency in their writing. By observing their persona on all the posts they write at all times, they allow readers to create a level of expectation every time you publish a post. By meeting their expectations with every post you write, you can develop a sustainable stream of blog traffic over a period.
Therefore, it is crucial that you develop a writing voice that resonates with your readers and then sticking with it. You need to play your brand and persona across all your blog posts, starting with the very first post you’ll be writing.
Do: Edit before publishing
Before hitting the “Publish” button, you need to make sure that there are no grammar mistakes and errors in your writing. Your command of the language is crucial if you want to send the right message to your readers.
A post that’s filled with errors will cause readers to leave your blog and possibly not read another post from you. If you can’t write correctly, then why should your audience read your posts?
Double-checking your post and reading it again can do wonders for your edits. It’s best to take time between finishing the post and reading it for review. The time allows you to get your mind off from writing so you will have a fresh perspective on the post, which lets you spot errors easier.
If you’re not comfortable with your editing skills, then you could use tools like Grammarly and Hemingway Editor. Both will make recommendations on how to tighten your sentences and improve your blog post. Keep in mind, however, that these tools are meant to complement your editing process and not replace it entirely.
Don’t: Worry about word count
If you’re counting words when writing your post, then you’re blogging for the wrong reasons.
When writing, your focus should be communicating ideas as clearly as possible.
For SEO reasons, you want your post to be as long as possible. According to the latest studies, your post should be at least 1,890 words if you want to rank on top of Google Search.
However, if you can’t reach that many numbers of words, you don’t have to beat yourself up about it. Having lots of words doesn’t necessarily mean that it’s a great post.
What’s more important is that you can share everything that your readers need to know about the topic. By focusing on the quality of the post and not the number of words, you can engage your audience and keep them longing for more.
Do: Promote your post
Promoting your post is not part of the writing process. However, part of your job as a full-fledged blogger is to be a marketer as well.
Sharing your first blog post is your step towards reaching out to your online audience. After all, your post won’t promote itself. You need to proactive share your blog post to the right channels, so you show it to as many people interested in your topic as possible.
One of the best ways to promote your post online is to hop on Facebook and Twitter.
“If you have created high-quality content on your blog then social media is a great way to your blog to go viral.” said Scott Chow of The Blog Starter.
You can also submit your post on platforms that allow you to reach out to your audience more effectively. I have detailed the best sites where you can send your post for promotion in this article.
Don’t: Set unrealistic goals
Starting at the bottom and working your way up to where thousands of blogs are also vying for the attention of your readers will be a tumultuous journey. Therefore, you have to curb your expectations as a blogger. It is ideal to set the bar with attainable goals in mind instead of aiming for the moon.
Don’t get me wrong – reaching thousands of visitors for your blog post in a day is not impossible. However, like catching lightning in a jar, it’s more improbable than anything else. In fact, this problem is what plagues most bloggers. They set high goals that are difficult to achieve. As a result, they get discouraged once they realize that they can’t fulfill them and stop blogging altogether.
Therefore, it’s always better to follow a tried-and-true template that you can sustain for a long period. You don’t want to be one of those flash-in-the-pan bloggers who fizzle out as fast as they started.
Did I miss any other tips for first-time bloggers in preparation for their very first post? Chime in with your advice by commenting below!
4 Tips for Effectively Training New Hires and Freelance Writers
You’ve been interviewing prospective job candidates for weeks. Whether this has been for adding talent to your existing company, or if you’ve been looking for some qualified blog writers, the process is quite overwhelming, yet one that needs to take place. You’ve narrowed down the field, compared resumes and extended an offer. Soon, you’ll have a bright-eyed new employee walking through your door, eager to get started. Are you prepared for the onboarding process?
Handing each new employee, a packet to read at their desk doesn’t cut it these days. In order to help new hires hit the ground running with their duties and acclimate to your work environment, you’ll need to utilize more dynamic methods for effectively training new hires. Here are four tips to help you get started.
Prioritize Need-to-Know Material
Training includes a veritable avalanche of information—like a general company overview, employer-specific policies, human resources information and specific job duties. It’s your job to equip your team members with everything they need to thrive. So, where do you start? This is also usually simple enough when looking to hire freelance writers or new blog team members, as there are many online job boards that allow you to fill in the needs and requirements you are looking for, while also having the ability to weed out any leads that don’t fit.
Create an outline that breaks down different training sessions into manageable chunks. This way, you’ll provide some foresight to the new hires and keep them from getting overwhelmed. For example, on their first day, you could start with job-specific information: frequently used programs and files, chain of command within their team and department and the location of hotspots like bathrooms, break rooms, conference rooms, HR, etc. The next day, the new hire can easily see that they’ll be learning about a broad company and departmental overview, project management and communication best practices within the office. After that, they’ll tackle short- and long-term goals and KPIs that show they’re doing well in their new job.
Take it one day at a time, based on order of importance.
Make It Interactive and Engaging
Passive presentations make it all too easy for new hires to forget material almost as soon as they learn it. Remember, they’re encountering new information left and right. To make it stick, you’ll have to make it extra engaging. Delivering an interactive presentation with crowdsourcing tools like Poll Everywhere will wake them up, collect their honest thoughts and make them feel like part of the team right off the bat. Instead of listening to a one-way stream of information, new hires can grab their mobile devices and get involved.
Create a Longer-Term Plan
Whew, you survived the first day of training. Your newest batch of hires are basically onboard, right? Not so fast. You need a long-term plan to ensure a smooth process over time. One HR manager uses an onboarding checklist complete with agendas for the first week and first month—including future training sessions, group lunches and manager check-ins. This way, the employee knows that they’re not suddenly on their own after the first round of introductions; they have resources, a plan and scheduled times to ask questions and provide feedback.
Assign a Concrete Task
Training often feels theoretical for new hires; they’re left wondering “but how does this connect to my job?” One way to drive the points made in training home is to assign a relevant task after a learning session. It should relate to their daily duties and allow them to learn (and make mistakes) as they go. They will be able to put the principles they learned in general training into actual use on an actual assignment! At the end, a manager can go over the results with them in a helpful way, pointing out things they did well and how they can improve in the future.
These four tips for effectively training new hires should help you with the onboarding process, but be sure to experiment and come up with a system that works for your company. After all, onboarding is the first impression new employees get and it factors heavily into company culture. If you want to build a success blog, brand or business on the internet today, you need to make sure you are building a quality and talented team around you.
How to Give Personality and Life to Your Blog
In the sea of content, competing for the attention of your audience, your blog needs to sizzle with personality in order to stand out and make a lasting impression.
Remember even if you offer the best suggestions and advice when delivered badly, is not going to make the slightest of an impression.
When a reader first visits your blog, they evaluate your content to see if you are worth their time. If you lack a blog theme, you will not be able to build a strong personality that can pass through reader’s screening tests resulting in your content being ignored and eventually forgotten.
So how do you add personality to your blog and how do you give it a voice? Here are some tips:
1. Don’t be Switzerland – take a stand
Well, the hate comments and reviews you receive when you take a stand can be demoralizing and so, often, it’s easy to take a neutral position and write content that is devoid of opinions. But what you are really doing is diluting your content’s potential and by extension, your blog’s personality.
In fact, strong and powerful influencers or brands always have negative judgments following them around. Taking neutral positions just to dodge them isn’t going to help you build a blog with a personality.
Your experiences, your perspective, and your learnings are your own. Present them to your crowd unadulterated and undiluted.
Additionally, the way you express your opinion matters too. When saying something that goes against the popular belief, instead of throwing a rude short statement at your readers, explain why you think the way you do.
One of the best exercises to get an understanding of the kinds of opinions your blog might generate – start from your own team.
Share your blog content with your team, collect and interpret the different shades of opinions that your team members might form after reading your blog. It helps to prepare arguments in advance to tackle potential criticisms. This gives a distinct personality to your blog of not only giving hard hitting opinions but also proudly standing beside them.
In the end, users might not agree with you but they will respect you and your opinions – that’s just damn good PR.
2. Build a niche audience
Many bloggers want to cater to a large ‘general audience’, instead of figuring what is it that they can best offer and what type of audience would resonate with their messages.
So the first thing to do is to understand what type of people you can and want to cater to. Figuring that out will help you discover your niche.
Instead of supplying vague generic content for everyone’s appeasement, provide super high-quality content that might interest relatively fewer people. This is your target audience and they are worth your time. Because these audiences are the ones that will get you real results be it through shares or profits.
To find your niche audience, carry out regular customer feedback surveys. They help you understand your target audience’ tastes and preferences better. Using the insights, you can come up with blog topics which are relevant to their taste.
Creating a blog personality or brand that resonates with both you and your audience is important; it allows genuine engagement among a niche audience, providing quality over quantity.
3. Write in the first person and offer narratives and anecdotes
Sentences like ‘One must never eat after 6 PM’, ‘One must sleep for 8 hours’ etc. sound very distant and preachy. Using objective language like that can put a barrier between you and the reader.
Alternatively, using ‘I’ and ‘You’ completely changes the tone of the content and is so much more engaging.
Also, writing in a narrative, conversational style is much lighter than a bookish style of writing. If your audience wanted to read white papers and newspaper pieces, they wouldn’t have come to a blog, would they?
Anecdotes are another powerful way to offer advice and connect with your audience. It can help you communicate who you are as a person and what your blog stands for. Plus, a good anecdote gives validity to whatever advice/tips/suggestions you are giving on the blog.
The only way to have a lasting impression is to get creative with your content and stories/anecdotes are the best way to do that.
4. Be shockingly authentic
If you take facts into your hands and add a pinch of your imagination to over-inflate them so that they will make for a good read, then not only will your blog have no personality but it will be considered a fake and will be filtered out as nonsense.
Spicing up your content so that the readers find it enjoyable is fine, but if you are blending facts and fiction to give advice and opinions, then your blog will become an inauthentic source of information or judgments.
Also, in another sense of authenticity, staying true to your original voice can help a lot too.
If being sarcastic and sassy is your thing, go for it, if you like writing formally then that is okay too. Just staying true to your style of articulation will most certainly lend your blog personality.
5. Incorporate emotions to give your content character
Exposing your vulnerabilities through your writing always lends character to your content.
For example, say you want to talk about a social cause that you deeply care about on your blog, telling your story and adding emotion to your writing will inspire your readers and motivate them to action, as opposed to bland articles with facts and figures.
When you can use your writing to trigger emotions in your readers, that’s when you are truly doing a great job at building your blog’s brand perception.
Instead of being wishy-washy, express emotions and opinions on a given topic. Clearly, demonstrate your attitude and complement them with personal stories if possible.
6. Practice writing hygiene
Amateur writing never gives a good impression. I don’t mean for you to use the most impressive sophisticated vocabulary when writing, but practicing well-learned writing is a good start.
Reckless writing implies you are not as invested as you should be in your blog. Without practicing a hygienic writing etiquette, neither will you be considered a professional blogger nor a trustworthy source.
Often times bloggers get blinded by emotions and cannot access the tidiness of their writing. One of the ways bloggers can solve this problem is through getting a fresh point of view.
More fresh eyes, more new perspectives. But, make sure the number of people is ‘Just enough’ to give a great feedback and not ‘more’ which might change the entire essence of the blog because, in the end, it is still ‘your’ blog.
Once you have drafted your blog(s) share it with your entire team using collaborative tools – encourage other team members to fine tune the writing so it looks crisp and clean.
This helps give you new perspectives every time you write a blog which in turn reflects on your blogs as well, giving your blog a dynamic and engaging personality.
Your blog’s personality cannot be built in a day; it is a slow brick-by-brick process and to succeed at it, you must incorporate your efforts to establish a personality in your daily blogging routine. for example, every time you write a piece, check to see if it resonates with your blog’s voice and if you stay consistent at it then before you know it your blog will become a brand of its own.
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