Writing Content That Stands Out

Wednesday, June 4th, 2014

All marketers and SEO fanatics know the mantra “content is king”, but with this comes a new challenge. Populating your website with strong, keyword-driven words is easy enough, but with so much fresh content being posted every day for not only SEO but marketing purposes, you need to go the extra mile to stand out. A single viral article can net your blog or website a new following, which from there you can continue to expand. The aim is to create content that gets people sharing and linking of their own accord, but this is easier said than done.

  • Write something that creates value for people. One of the easiest ways to get people working for you is to make them think you’re working for them. Offer your customers and readers something that will increase their value or profits – such as a guide or a tool – and they will naturally promote it for you.
  • Have an opinion. When a new Google update comes out, there’ll be a hundred blogs all parroting the same information. Some will summarise it better than others, but the ones who tend to make out with the most traffic are the ones that are already established. If you want to bring in new traffic surrounding an update or big piece of web news, offer a take on it that can’t be found anywhere else. Of course, there is some limitation on this – you can only be as controversial as your company or branding allows – but having a point of view alone is a good incentive for readers to read your take as well as the main summaries.
  • Solve a problem. Every industry has its share of grievances, and you should use your knowledge of your product and customer base to identify key issues and provide a solution to readers. This could be a software recommendation, a guide or even an instructional video embedded in the post. Be useful and tackle specific issues that you know will be of use to your customer base.
  • Be interactive.  Sometimes larger blogs and sites can’t offer much in the way of interactivity and personalisation. Listen to your readers, interact with them in the comment section, and write specific articles based on their comments and feedback. Not only will this earn you the appreciation of your current readership, it’s also an easy way of doing research into what people “actually want”.

There’s no sure fire way of writing that killer article that will be shared and get your name out there, it’s just a matter of knowing the market, occasionally taking a risk and creating content that serves a common need.

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Katie is a lover of words and art, born and raised in Christchurch. With a BA in English and Japanese, she’s happiest tapping away at her keyboard writing copy or articles, or else working on the latest illustration. To balance the creative side, Katie is also very motivated and a bit of a perfectionist, which helps with her SEO duties. Although her hobbies could probably be described as art, art and more art, she also enjoys long walks, good friends and travel.

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