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Getting Attention for Your Content

Everyone is in the content marketing game. We are all vying for attention. Getting attention for your content requires that you have an intentional content strategy.

There are 5 steps to developing content that gets attention: planning, audience targeting, creation, distribution, and optimizing.

Plan Your Content Strategy

You are busy, but you need to be strategic to get the most from the time you devote to content. The best way to guarantee that is to take time up front to plan. Focus on your content strategy, write down what you will do, and you will have a road map that will keep you on course.

Be sure to document:

  • Goals
  • Topics
  • Sources
  • Creators
  • How often
  • Where
  • Marketing plans
  • Meaningful measurements

Understand Your Target Audience

Take time to deeply understand your audience. Where are they online? What are they interested in? What do they react to both positively and negatively? How do they feel about your topic and brand?

The more you understand your audience, the better you can be at creating content that will grab attention.

Understanding your audience is a continual process. Be sure to keep track of how their interests evolve over time.

Develop Great Content

This is the step where many content marketers begin, but the first two steps should provide you with insight into the content that makes the most sense for your audience. Be sure all of your content is well-developed with great writing and clear imagery.

Be sure to provide a mix of many forms of content:

  • Blog posts
  • Visuals
  • Audio
  • Micro content (tweets)
  • Video
  • Guest content
  • Text
  • Infographics
  • Quotes
  • Facts
  • Etc.

Post, Share, and Share Again

Post your content and then share it on all relevant channels. Track what you have posted and post it again in various forms on various channels.

You want to increase the odds that your very busy target audience sees your content at least once. Several times is better.

Measure Impact and Make Adjustments

Some elements of your plan will hit the target, some will exceed expectations and some will fall flat. That’s fine, as long as you pay attention and use that intel to make your content even better.

Be sure to take periodic assessments. This should be easy if you have defined your measures in your plan. Stop doing the things that don’t get traction and adjust to the insights that have the potential to increase the engagement with your content.

 

 

Need a Little Inspiration?

Generating a consistent stream of interesting and insightful content online can be a grind. I’ve been feeling a little tapped out lately. The monotony of COVID restrictions, waiting for spring to arrive for good, and other factors are contributing to a sense of stagnation.

I went looking for a little inspiration to reignite my work in Q2. Here are some great places I found.

Be a Blog Reader

Subscribe to a variety of blogs related to your field and your target audience. Look to them for ideas that you can use for your next post. Sometimes you will find the same topic covered in different ways, giving you some good depth to draw from.

Be sure to look at the comments as well as the posts. There are often great gems in the comments that let you know what’s top of mind for your target audience.

Follow Aggregators

News aggregators pull blog feeds and newsletters together to provide a rich source of ideas around a specific topic. Just reading through the headlines can give you inspiration. Reading the posts can help with research around a specific topic.

Listen to Podcasts

Podcasts are really taking off. You can find them on every topic, even ones you never knew existed! Give some a listen. Sometimes just looking at titles and descriptions is enough to spark some new ideas.

Learn from Questions and Answers on Quora

The Q&A website Quora is a forum for just about everything. The questions and answers there will give you ideas.

Put that Email to Work

We mostly talk about the overload of email, but looking at all those messages as a place to mine for ideas makes the deluge seem a little more palatable. Subscribe to interesting newsletters. Click-through at least a few items every day.

Content Ideas Offline

There are plenty of offline ways to get some fresh ideas, too. A friend finds them walking in nature. Another gets energized with a little retail therapy. There’s inspiration all around if you open yourself up to the opportunities.

Go, and be inspired!

How to Produce Valuable Content

Guest Post by Carrie Hane, Founder & Principal Strategist, Tanzen

In a recent study, the content product company Ahrefs found that over 90% of content does not get traffic from Google. That is an astounding number of web pages that are not getting organic traffic from the top traffic source.

There are two main reasons why this is happening:

  1. Content does not match search intent
  2. Content is not indexed

Both of these things are within your control to fix. The second problem is easily fixed by a technology review with your web team to make sure coding issues are fixed so Google’s crawlers can get to your content.

It is the first that is a bit more difficult. What it means is that most content published online is content that no one wants. Even if you assume a large margin of error in the study and figure some content gets direct traffic, that is still a lot of content. How can you make sure that you produce content that falls into the 10% that is useful to your audience and valuable to your business?

Start with what your audience wants

Keyword research makes sense when optimizing for organic search traffic. It is one piece of data that tells you what people are typing into Google—what people are looking for specifically.

But are those the right people? Make sure you identify your audience first. (Hint: It’s never “everyone” or “the public.”) Write down, in priority order, all your audiences. When you are thinking about creating new content, write down specifically who that content is for. Then define a single audience need. What is the top thing someone wants to do if this is the content for them?

For example, say you are a winery and want to write a blog post about the yoga and wine events you have. Maybe your target audience is “women over 40 who practice yoga and live within 25 miles of the winery.”

Ask yourself, “What would those people want to know?” A good guess would be, “How can I participate in this fun event?”

Now you can write your post thinking about these women and write about the event as if you were talking to them in person. You will want to link to any sign-up form or a calendar that shows all upcoming events—things you might not have thought of before thinking this way.

Defining a primary audience doesn’t mean others won’t find it useful. In this example, even younger people—whether they identify as a woman or not—will find the blog post useful. But it will be more useful to everyone than talking generally about yoga or wine, which you might have done. Even better, because it is focused, it will probably come up in a search for “what to do this weekend in [local area].” Now it’s part of the 10%! You have now solved the problem of matching content to intent.

Map content to business goals

Now that you have identified who the content is for and what that type of person wants, you need to identify what business goals it helps to achieve.

In the yoga and wine event example, the business goal is probably “increase event revenue.” By explicitly mapping the content item to a business goal, you can measure whether it was successful. Instead of measuring only page views for the blog post, you can measure outcomes:

  1. Revenue from the yoga and wine events
  2. Number of online registrations for the yoga and wine events

All the page views in the world don’t matter if no one comes to the event or you don’t make money from the event. If the blog post helped boost registration, it was a success. If not, you can review it to see what could be changed to make it better in the future. Either way, you will have learned something.

Measure content ROI

All of these things are linked to the return on investment (ROI) for content. The ROI for content can be intangible. But in general, you can ask if it was worth the cost to create it. Because content is not free. Whether someone is paid specifically to write content or it is part of an employee’s job, it took time and time is money.

Here’s a basic formula you can use to determine the cost of content:

X/Y=Z

In this formula:
X = cost of creation
Y = number of views
Z = cost per view

You can determine the cost of creation with this formula:

X = r * h

In which,
r = hourly rate of people who create content
h = number of hours to create a piece of content

For some organizations, it can take upwards of 10 hours or more to write, edit, review, and publish a single blog post. For other content, it could take 30 hours and include legal review—and lawyers have a high hourly rate! That gets expensive fast.

Doing this math will help you determine if the content you create is worthwhile. Blog posts that are low dollars per view are probably worth it. Those that are high (because either the cost to create is high or views are low) are probably not. And for a blog, you want to look over time and maybe figure the average since not every post is going to get the same traffic.

On the other hand, if you are selling expensive products or services and the cost per view is $500, maybe it is worth it. You won’t be making those pages often, and they are driving revenue. Or maybe you look at your content production process to see how you can improve efficiency. Or maybe you go back to what the audience for the products or services wants and make sure you meet their intent, driving the views up (and probably sales!).

Now do this for all your content! Yes, it is work, but it will result in better quality content, which will be more valuable to your business. And just maybe, you’ll produce less content but more in the 10% that gets found!

About the Author

Carrie Hane helps organizations create more effective content more consistently by coordinating the people, processes, and technology. For 20 years, she’s been putting together teams and creating processes that stick while untangling information to make it findable, usable, and ready for whatever’s next. She is the co-author of Designing Connected Content. Find her at https://www.tanzenconsulting.com/.