You’ll never know how difficult it is to pull off content marketing until you have sat down on your desk for 5 hours with a blank screen staring right back at you. While yes, rankings are still relevant, as it is the best indicator that your efforts are working and not wasted, at the end of the day rankings are not effective guarantors of conversion.
SEO is no longer about staying on top of search. It’s an integration of marketing and influencing customers not just to buy your products/avail your services but also to trust your brand. Customers are a lot smarter these days and they make wiser buying decisions. Information is everywhere online and they can quickly do a background check about you if they want to just to prove if you’re worthy of a dime or not.
Here’s where content marketing comes into play. It’s your only chance to show off your knowledge in the industry. It’s when you prove that you are the authority in this business.
But it’s not that easy, is it?
Especially if you’re not born a writer–well at least that’s what my friend tells me.
Of course, it’s not everyday that you can get a rabbit out of the hat. There are days when you just can’t seem to find the right topic or even structure your thoughts. I’ve had my days too you know. I’ll be sitting in front of my computer, inspired to write but when the actual process of writing comes into play, I am stuck. I can’t seem to find the right words or the right topic to focus on.
Yeah, you would probably say, ‘But you’re a writer. That’s just a phase. How about us who can’t really write?’
All is not lost don’t worry. All you need is a solid plan.
So here are the 5 content marketing tips for those who can’t write.
1. What do you really want to talk about?
Get a notepad and write every single focus topic that you want to write about. No need to rush to specific topics. The purpose of this exercise is to help you in organizing your thoughts so you don’t really need to push yourself into dwelling into specifics.
By determining what areas/categories you wanted to cover, it will be easier to think of specific topics in the future.
Here’s a good example for SEO writers.
Ugh, a little less SEO related please? Okay, here’s another example.
2. Give yourself time to research and/or generate ideas
So you have completed your list of topics. Hold your horses! If you want to come up with great content, make it informative. Write with substance–something your audience would obviously appreciate. Give yourself time to research and get facts you think your audience should know.
Here’s where creating a content calendar comes into play. It’s going to be your best friend in planning and giving yourself deadline on when you have to publish that content.
This is an example of a Social media and Content Calendar– a very simple one I’ve created from Google Calendar just for example purposes.
As you can see, Thursdays are marked as the deadline day per week of when an article should be completed in writing WHICH will be published on a FRIDAY for social media promotion.
Creating a social and content calendar will help you save time in organizing your thoughts and resources especially if you’re a really busy person. Planning ahead saves you a lot of energy instead of cramming.
3. Don’t be Hesitant to do Editorials
Opinionated content is not just about raising intrigue to your audience. It’s also about putting in a little personality on your blog.
What I love about editorial posts is that it is the best ‘filler’ content especially during days when I am time-crunched and I have to move forward to doing client tasks rather than writing stuff for my blog.
Technically, it’s called content curation but for me, I think it’s still best to inject a little of you in everything you publish on your website. For those who aren’t familiar with content curation, it’s the process of copying another website’s content and doing a really short feature on your blog and linking back to that website to avoid copyright infringement.
Some editors are a bit lazy and would just add Source: at the bottom. But me, I do it differently.
I would inject a couple of paragraphs of my personal opinion regarding the article I’ve just read. This way, you can establish branding inspite the fact that you’ve just featured another writer’s work on your blog.
See this article I’ve wrote about Facebook Live: http://mariaespievidal.com/new-features-for-facebook-live-rolls-out/
Another example: LINK BUILDING OPPORTUNITIES YOU SHOULD LOOK INTO RIGHT NOW
4. Invest in Tools
Find gold mine content and publish them in your blog. Buzzsumo and Ahrefs are the best tools to use if you want to find out what articles have the highest shares, clicks and visits on social media. Unfortunately, these are paid ones but the free version is as good as giving you a peep onto which articles have been viral for the past month, quarter, 6 months, or even a year.
[VIDEO] Difference of Buzzsumo and Ahrefs
UberSuggest.org and good ole Google Keyword Planner. These are the tools you can use to find out which keywords, key phrases, search strings are people using in relation to your topic. As much as possible, you would want to insert these in your title and Headings so that it’s easier for people to find your content. Don’t linger into jargons as those words may have a small audience to cater to unless it’s exactly what helps your site convert.
For non-marketers, I would love for you guys to learn how to use Ubersuggest.org. This is an amazing tool that will help you find out which key phrases you should include in your content. It may not give you exactly what the search volume are but it provides Google’s suggested key phrases (frequently searched phrases by online users) for specific keywords.
5. Join Communities
What else could be the best way to find out what’s viral or not in your industry than joining groups and communities? Quora.com, Yahoo Answers, Forums, Facebook Groups, Linkedin Communities, etc. This is where you’ll find frequently asked questions from newbies, or people in general who are interested in your industry. These are the people who are likely to make a purchase since they are already interested in certain products and services and they just need a little proof that your brand is better than the brand they first saw.
If you have a content writer or VA that helps you out in your content publishing, make sure you have had them join online groups you are involved in so they can monitor hot topics.
Personally, I love writing about questions with the highest views and answer count in Quora. Obviously, people are following this thread and I would love to give them more insights for that through my blog. 🙂