How many times have you heard that digital marketing results come from quality content? But let’s be honest: have you ever stopped to think about what “quality content” means in practice? Have you, in your daily life, generating content for your blog or even for the online channels of your business, go deep into this question? If you’ve never done this before, this post has the mission of giving you some clues, helping you to give that “up” in the content you’ve been playing around, in this sea of information called the internet! I’ve separated here some tips that can help you to elaborate — and also identify — this “quality content”. Let’s go?
Have a strategy
As the term ‘quality content’, it is common to hear indiscriminately whether it speaks of ‘result’. However, what is a result, isn’t it? Or rather, what is quality content capable of generating result?
It is necessary to keep in mind that, in order to generate results, it is necessary to have a strategy to get to it. Quality content is one that is linked to this strategy.
To build a good strategy, you need to know what your audience is looking for on topics related to your online channel and try to relate them to the objective of your blog, business, or even the objective of your client.
For those who don’t use Google’s Keyword Planner, here’s a good tip that can help you understand which are the most relevant words for your content, besides directing you to better positioning in search engines. Another cool tool is Google Trends, which demonstrates the search trends by theme and also by words. I recently discovered Buzzsumo, a search network where you can find out about the most shared content on the web related to a particular topic.
Inside your own blog, you can also count on plugins or your own tools that allow you to evaluate which are the most searched themes and most-read posts. This is already a good clue for you to direct your content strategy.
Connect with your audience
Another very important factor that interferes with the quality of certain content is the connection with its audience. To whom, after all, do you write? Have you ever stopped to think about your reader’s main doubts? What subjects would your reader like to read? What kind of content is relevant in your daily life? What kind of content can impact you?
There are several ways for you to research and get to know your audience, and the good news is that there are many tools on the Internet that help you identify it. With a Facebook page, for example, you can already get a good idea of basic data about your audience such as gender, age group, which cities and countries live in, among others. Blog platforms, such as WordPress, also have tools that make it possible to evaluate this data.
To better identify and connect with your audience, another great tip is to create a persona that can symbolize it. Imagine the main characteristics of your audience and create a character for it, this can help you write in a much more assertive and personal way, which will certainly benefit your content.
Always do a good search
Before you go out writing, do a search on what has already been written about the topic you intend to work on. This will help you with the originality question and also have a parameter about what kind of information is linked to that theme. In addition to Google, use other sources ranging from less known search engines (Safari, DuckDuckGo, etc), to Youtube, Pinterest, Slideshare, and others.
It’s important to avoid laziness. When doing your research, write down the main arguments that have been used by other authors. What can you do to improve them? What has not yet been written about them? Even if the theme has already been hyper explored, don’t doubt your ability to write in your own way and know that your way of communicating is also a differential.
Another issue is to give due attention to the sources. If you are going to write about technical content, such as legal content, for example. Check the legislation on the official websites of the legislative houses such as the Chamber, the Senate, Legislative Assemblies, and Municipal Councils, for example.
It is possible to be charismatic with your content and thus get a good audience, even if your niche or your topic has already been much explored.
Organize your content
Good content needs to lead the reader’s gaze. Therefore, it is important to check if it is well distributed, if the keywords or main sentences are blacked out and if the main themes are divided into the text, leaving it scannable. Try to choose a font of good size, avoid dark backgrounds that make it difficult to read too.
Within the idea of organized content, the images can be a good resource to call attention and organize each topic, making the content more accessible to all.
Whenever I finish writing a content I usually zoom in to see how the text is distributed on the page and if, through a beat and an eye, I am already able to identify phrases or words that directly express the main content. These words or phrases should always be linked to the meaning of the title. And finally, don’t forget to write a title that makes you curious about the text he came to present.
What is quality content for you? What are the elements of content that make it unique? Have these tips helped you? Leave your comments below and share your experience!