12 Tenets of Content Creation 12 принципов создания контента

1. CONTENT
CREATIONHowtoAnswerYourCustomers’
QuestionswithCompellingContent
LISTEN
Socialmedia,email,telephone...wherever(andwhenever)
yourcustomersaskquestions,youshouldbetherelistening.
Thesequestionswillserveasthefuelforyourcontent
creationstrategy.
Listoutallofthequestionsyourcustomerscommonlyask.A
30-minutebrainstorm sessionshouldyieldATLEAST50
customerquestions.
1
ADDRESSEVERY
QUESTION
Evenifyoucan’tdirectlyansweraquestion,takethetimeto
providesomeinsightaroundit.From anSEOperspective,
searchenginesaren’tlookingforanexactanswer:they’re
lookingforcontentthataddressesthequestion.
3
PAYATTENTION
TOTITLING
Titlesarelikeminicalls-to-actionthatcompelpeopletoclick.
Tohelpfolksclickintoyourincrediblyusefulcontent,dedicate
timetocomingupwithgreattitlesthatincorporateyour
targetkeywords.
5
TALKABOUT
THECOMPETITION
It’snosecret:Yourprospectivecustomersaregoingtocompare
youwithyourcompetitorsonline.So,ifthiscompetition
conversationisgoingtohappenanyway,wouldn’tyourather
haveithappenatyourhouse(a.k.a.onyourblog)?
7
“Howmuchdoesafiberglasspoolcost?”wasthemost
commonquestionposedtoMarcusSheridan’spool
company,RiverPoolsandSpas.Sinceitwasimpossible
toprovideanexactanswer,Marcuswroteanarticlethat
exploredthevariousfactorsthatimpactpriceand
providedanaveragepricerange.Todate,Marcushas
beenabletoattributeaminimum of$1.7millionin
salestothatonearticle.salestothatonearticle.
MARCUS
SHERIDAN
“
2
MAKEALIST
Foreachquestiononyourlist,dosomekeywordresearchto
figureoutwhatkeywordsandlongtailphrasesyoushouldbe
targeting.Afterall,folksneedtobeabletofindyourcontent
inorderforittobehelpful.
4
RESEARCH
KEYWORDS
Alwaysansweryourcustomers’questionshonestly,evenif
theypertainto“taboo”topics(likeproblemsorissueswith
yourbusinesses’products/services).
6
BEHONEST
12
TENETSOF
ThesecondmostcommonquestionMarcususedtoget
was,“Whataretheproblemsandissueswithfiberglass
pools?”ConsideringRiverPoolsandSpasspecializesin
fiberglass,thismighthavebeenatouchysubject.But
insteadofskirtingaroundthequestion,Marcuswrotean
articlethataddressedithonestly.Theresult?Doa
searchfor“problemswithfiberglasspools”andsee
whosewebsiteshowsupfirst.whosewebsiteshowsupfirst.
MARCUS
SHERIDAN
“
Agreatwaytocreatecontentaroundyourcompetitioniswith
the“vs.”format:“Youvs.Them,”“YourServicesvs.Their
Services,”etc.Createa“vs.”postforeachandeveryoneofyour
competitors.Don’tgooutofyourwaytomaketheotherguy
lookbad:Juststicktothefacts.
8
USETHE“VS”
FORMAT
WRITEABOUT
“THEBEST”
How oftenhaveyoutypedin“best[fill-in-the-blank]”when
searchingforaproductorserviceonline?Bywritingreviewsor
ratingsofthebestbusinessesinyourindustry,youcanown
theresultsforthiscommonsearchwhilealsoproviding
prospectivecustomerswithhelpfulinformation.
9
KEEPON
CREATING
Wellallknow thathavingmorecontentonyoursitecanhelpyour
searchrankings.Butmoreimportantly,youshouldkeepcreating
contentsoyoucanbethebestresourceoutthere.Onceapotential
customerlandsonyoursitetolearntheanswertoonequestion,
makesuretheycanfindanswerstootherquestionstoo!
11
Marcusknowsfrom hisanalyticsresearchthatif
someonevisits30pagesoftheRiverPoolsandSpas
website,andthenmovestoasalesappointment,that
visitorwillbuyapool80percentofthetime.(The
industryaverageforsalesappointmentsis10percent.)
Marcus’swholemarketingstrategyrevolvesaround
gettingpeopletostickaroundonthesiteandconsume
content.content.Themorecontenttheyconsume,themore
likelyitisthatthey’llconvertintoapayingcustomer.
MARCUS
SHERIDAN
“
Nevermakeacontentmarketingdecisionoutoffear.Youmight
worryabouttalkingaboutthecompetitionorrevealingtoo
muchaboutyourproductsorservices.Don’t.Whenitcomesto
content,youshouldonlyworryaboutbeingthebestresource
thatyoucanpossiblybe.
12
BEFEARLESS
http://thenounproject.com/noun/list/#icon-No11796
http://thenounproject.com/noun/question/#icon-No21335
http://thenounproject.com/noun/magnifying-glass/#icon-No1638
http://thenounproject.com/noun/hand/#icon-No12769
http://thenounproject.com/noun/dart-board/#icon-No13448
http://thenounproject.com/noun/drawing/#icon-No3103
http://thenounproject.com/noun/lion/#icon-No10419
RESOURCES
INFOGRAPHICBYPLACESTER
BuiltwithindexableIDX
forbetteronline
marketing,localsearch,
andSEO.Forexperthelp,
visitplacester.com
BEAUTIFULREALESTATE
WEBSITES
THATWORK
Don’tcreatecontenttoimpressfolksortosoundclever...create
contenttoeducate!Thegoalisn’ttoshow offyourgenius-level
intellectbyusingbigwords.Sokeepitsimpleandmakesure
youraudiencecanunderstandalloftheinformationyou’re
tryingtoconvey.
10
BECLEARAND
CONCISE