This is the only content marketing guide you'll ever need to read.
It's not complicated.
What you write needs to be just three things:
That's it. That's the secret formula. Let's break it down.
The content should provide value to your readers. This means that you need to understand their challenges and aspirations.
What problems are they having and how are you helping to solve them? Write about that.
What do they want to achieve and how can you help them? Write about that too.
One website that is incredible for finding helpful content is Answer the Public. You simply type in a topic and it outputs suggestions on blog topics. It's amazing.
I use it all the time in conjunction with Google Keyword Planner because I want to make sure that a large enough audience is actually searching for a particular topic.
Is what you're writing about relevant to your audience? Is the it the appropriate subject at the right time?
This seems obvious but think about all the times someone has shared something with you that you just don't care about. Or when brands Email you links to blog posts that you just don't care about.
This is a tricky one.
You want to write content that people actually enjoy reading:
It's not what you say, it's how you say it. – my art teacher
Tips for writing engaging content:
- Speak in plain language; avoid jargon.
- Use images, videos, or animated gifs when possible.
- Be authentic. Don't polish it up. Your blog is not The New York Times. Keep it real. Reveal your process. Show the work that goes on behind the scenes.
- Highlight important words.
- Include links and source material. People love to discover new things. It's OK to share where you got your info.
- Remove superfluous words.