We’ve all hunted for the perfect resource or article when researching a topic. We’ve all been less than impressed with some of the results our initial google search returns. Most of the content that fails to deliver has a few things in common…
- The content was too vague or only scratched the surface.
- The content had no actionable advice.
- The content couldn’t be shared easily.
- The content was hard to read.
Here are 5 ways to boost your content and content performance.
1. Quality
We’ve all found that one article or blog post we refer to constantly when asked about a topic. There’s a reason we bookmark sites, link to them on social media, and share with friends. The content is high quality.
Put yourself in the shoes of someone wanting to upgrade their exhaust. What kind of resource are you looking for? Chances are, a 6 step article with no photos or videos isn’t ideal unless you’ve done this dozens of times before and just need the basics.
You want a guide that utilizes photos, videos, tips and tricks, as well as common mistakes. Even better if it’s the exact vehicle make and model with the performance exhaust you purchased.
Even if your video capability and comfort is limited, photos of a process will grab more views than just words.
2. Visually Appealing
If you have zero photos or videos you are essentially saying you don’t care if anyone makes it through your content.
If you’re not breaking up the text with something that compels viewers to continue reading and scrolling through, they’ll bounce. By adding call-out quotes, calls to action, images, or video clips, you’ll keep your audience engaged.
3. Easy To Share
The easier it is to share your content, the more you’ll linking and sharing online. Whether it’s using social media buttons at the top and/or bottom of your posts, a call to action button at the end, a bookmark button, or “quote this” tweet button, the easier you make it, the more it will happen.
Pro Tip: Link to other posts that relate to your topic. Whether that’s a photo gallery, a case study, another how to guide, or a video resource. The more you link to other quality content you’ve posted, the more you establish yourself as an authority and go-to resource.
4. Headlines
While you want to avoid clickbait titles, you do want to give a clear and compelling headline.
Avoid getting too clever, as clarity trumps clever. The headline “7 tools for mechanics” is vague and uninteresting. Consider getting specific and using adjectives that describe what you’re writing about. “7 affordable tools that are essential to performance car mechanics” is clear, and compelling. You’ve told me that the tools you list are affordable, essential, and they are for performance mechanics. You’ve got my attention, my click, and now I own 7 new tools.
Remember, even clear and compelling headlines can feel like clickbait if you don’t deliver quality content when someone lands on your page.
5. Easy To Read
Unless you’re a scientist trying to read a peer-reviewed scientific article, you want something that you can read through quickly and easily, and even skim through the main points to find what you’re looking for.
Let’s revisit the topic of walking someone through installing a performance exhaust on your car.
Be specific, but deliver the content in a way as if you were trying to explain it to someone who’s comfortable working on a car, but has never done this process before.
The more thorough you can be, while visualizing the process, the more your content will stand out over sub-par guides.
Use specific information like year, make, and model of a car you’re working on as well as the new exhaust brand and part number. Make sure that information is being utilized for SEO purposes as well.