Maybe you’re wondering… How do I attract more sales leads with rich content?
Have you ever wondered why some blogs get better results than others? Is it the title, the content? What makes some content shine over others? Are the blogs long, short, how detailed?
Are you producing content to meet quantity goals? Every company has a strategy to build and market their online presence. For some, the goal is to push out as much content as possible.
While that approach has worked in the past, we ask you to consider a different direction. Consider rich content. Consider digging deep to provide your website visitors an experience. When you do, you’ll end up with more qualified sales leads, and ultimately, customers.
Create Valuable Content
Why is Rich, Highly Comprehensive Content Important?
Humans, you know, the people we’re writing for… they’re seeking quality, highly relevant, and valuable information. More than ever, so do search engines — search sites are now using AI technology to learn the intent behind a search to retrieve more relevant results. BIG DEAL here! So, it’s quality over quantity. You’re writing for humans – not search web crawlers.
Quality content builds authority, helps you get backlinks, demonstrates your expertise, good content receives more shares, and ultimately results in more sales – so your bottom line.
The Quality versus Quantity Debate
For some time, your manager has been asking you to produce a new piece of written content daily, or more often if you have time, but you’re the only one on the hook for this content, and you don’t feel you’re doing your audience justice. Plus, you see minimal impact on your leads. That’s not very motivating as a content marketer.
It sounds like it’s time to have an open and thoughtful discussion with your manager about content goals. The daily content is AWESOME, don’t get me wrong here, but if you’re receiving lackluster results, then maybe it’s time to double-down on rich content.
With your manager:
- Try to understand the goals of the content
- Inquire into how it impacts the sales teams goals; sales enablement opportunity
- Suggest you work toward content that helps marketing drive ROI
Now, this can be a tough discussion to have; approach it with empathy and a desire to understand. Come prepared with ideas and solutions to support your desire to take a different approach.
Once, you’ve got the green light, go for it!
High-Quality Content Requires More Time
Time-consuming is the phrase coming to mind when thinking about high-quality content. It does take time, and it should. BUT, with a few tricks up your sleeve, you can move the process along, but first, we’ll explore why comprehension, research, and interviews are important.
- Comprehension and Research
- Research for SEO
Make sure your topics are meaty and contain comprehensive details. Did you know? Audience engagement directly correlates to the comprehensiveness of the content. Mind-blown!
Ultimately, this method of producing content is more time-consuming on the front-end, but you’ll find a bunch of resources and tips below to help speed the process along.
According to MEMZY, our attention spans are NOT shorter than a goldfish; instead, if you’re aren’t making your audience THINK right off the bat, then you are likely to lose them, BUT if you are, they’ll stay engaged and find your content more authoritative.
Research for Comprehension
As a content writer, you are often asked to write about a topic you know little to nothing about. That’s OK! You can do this.
If you can, conduct some basic research to build your knowledge around the topic. It’ll help you understand the topic and develop your content. Use this to your advantage for the top of the funnel website visitors. Likely, your target audience, who is in the awareness stage of the buyer’s journey, is also looking for these same answers.
Research also increases your comprehension of the topic, making you more prepared for developing content further along in the buyer’s journey.
Also, it turns out that research helps eliminate the blank screen obstacle that sometimes happens as the writing process begins. The writing will come easier the more you know and understand the subject.
Comprehension and research enable you to view your content through your audience’s eyes; from there, you can evaluate how the topic solves your customer’s problems.
Now, that you know more about the topic, begin preparation for interviews.
- Make a list of internal SMEs
- Prepare questions
While you’re reaching out and waiting to hear back from your SMEs, simultaneously begin conducting your keyword research and planning your content promotion.
Research for SEO
Conducting topic research is the most laborious part of the process, but it’s worth the effort. You’ve done your research, at least enough to understand the topic. Now you have to round out your research with keywords, longtail key phrases, synonyms, potential external links, and identify your internal subject matter experts (SMEs).
Investigating your customer’s problems and preparing your content allows you to explore related keywords and determine the topics’ viability. If you find it is not practical to pursue, you will know by now.
- Keyword research should take some time
- Use different search engines
- Create a spreadsheet of all related search terms
- Evaluate keywords and phrases
- Collect and read information to support your points
- Save for external links and give credit
3 Valuable Content Research Tools You WANT
Google Trends is a free tool that allows you to compare multiple keywords and evaluate how the term is trending for a given period of time. Plus, it shows related phrases and regions where the search is most popular.
Evernote offers a freemium option for webpage, article, imagery clipping and offers a place to store all of your research for outline and content development.
Answer the Public helps find the questions searchers are asking on search engines that include your relevant keywords, related terms, and more. It comes out in a unique visual, too, as seen here.
During the research phase, you can see how similar topics rank for your competitors by merely conducting a search and evaluating the results that come up first. Assess this information by asking:
- What does their information include?
- Can the content provide a more comprehensive discussion?
- What keywords are they using in their headings and meta?
With your research nearly complete, and you’ve gain a lot more knowledge about your topic, it’s time to interview.
Interviewing Subject Matter Experts
Providing your audience with highly relevant, comprehensive, and valuable content to drive visitors to your website will increase your site visitors and help you move your audience through the buyer’s journey with the right content at the right time.
Selecting Your Subject Matter Experts
SMEs are individuals who are an expert on a given topic. You are an expert in your field, giving you the authority to speak or write about the matter. Your colleagues are the SMEs in your business and your resource for your company customers.
- Topic experts at your place of employment might include: Nurses, Doctors, Content Marketers, Cashiers, Stockers, Chefs, Sales, etc.
- Community experts, i.e., the Mayor, Business Owners, Retailers, Bankers, YOU, etc.
All it takes is an ask. Generally, people are willing to help, and if you’ve prepared in advance, you’ll move the process along, saving them time too.
Combined with research, interviews with SMEs will increase the conversation’s depth, making your blog that much more comprehensive for your audience.
ProTips for Interviewing SMEs
- Ask them for their expertise via email or phone call, and how much time you require
- Explain the goal of the content piece and describe your understanding of the topic
- Provide a list of 8-12 questions in advance, ask your SME if there is anything you missed
- Record the video or phone call so you can focus on the conversation and ask additional questions should they arise
That’s it! Now, it’s time to write your blog.
Factors to COnsider for Rich Content
You’ve certainly spent more time than usual preparing rich content, but here’s why:
According to OrbitMedia’s research, over 50% of bloggers report that posts with more than 2000 words perform better.
There is an ongoing debate about content depth and breadth. Some marketers feel that too much writing within a blog does not perform well. And, like OrbitMedia, HubSpot’s research indicates that valuable posts then over 2000 words are ideal.
Keep in mind, the number of words does not declare content depth. A short blog can have as much value and depth as a longer blog. You may find, the more complicated the topic, the longer the post.
Test it out, try some long blog posts and short ones, and track them over time to see how they perform. Don’t expect immediate results; promote your content, watch the numbers, benchmark your data, and discover what works.
Pro Tip: know your audience. Whether your post is long or short, make sure that it provides value to the reader.
Think like a Journalist
- Seek statistics for your industry and market
- Search for scholastic articles and peer-reviewed research
- Use facts within your blog
- Follow ethical guidelines
- Give credit and cite your sources, link to them whenever appropriate
- Don’t plagiarize – just don’t
Applying journalistic techniques to your blogging practices promotes the development of high-quality content.
Peer-reviewed and scholarly articles provide a basis for your research. Buffer says the more you do it, the faster the process will go
No doubt, you will learn something new about the topic, and you might even find content that juxtaposes your thoughts
Rich, Valuable, High-Quality Cotent
Your content’s VALUE draws your audience in and converts them from visitors to leads and then a customer.
Suppose 10% of your content performs really well, awesome! Analyze it, figure out exactly why it is outdoing the other 90%, update, edit, and modify the 90% to increase your content performance.
Now, you should have the necessary steps to increase your attract more visitors to your website, increase your visitor to lead conversion rate, so on and so forth, all by providing your audience with rich, informative, and valuable content for your audience.