3 Ways To Crack The Code To Awesome Content

Awesome content has a code. There are reasons why it meets the objectives of both publisher and consumer. This post will outline 3 ways to crack the code to awesome content.

Let’s begin…

3 Ways To Crack The Code To Awesome Content

1. Choose The Correct Content Marketing Mix


Choosing the correct marketing mix is like having the perfect house party. Everything must work in concert to give your guests the best possible experience. The event location, food, drinks, and entertainment must all complement each other to make your event a success.

Try taking this approach when developing the correct content marketing mix: Your organic search results must enable your audience to find you; Your paid search will boost your visibility; Your Display Ads will enhance your paid campaign; Your social media will enhance your audience’s experience with your brand; And your email campaign will keep them in the loop.

Now let’s break this down further:

  • Organic Search – This is how consumers with intent to find information about the products or services you offer discover your content. Your content should be optimized to increase chances of being included in search engine results.
  • Paid Search – You can boost visibility by conducting a Pay-per-click (PPC) campaign. When done successfully, your paid advertisement will appear along with a user’s search results.
  • Display Ads – These types of ads are shown as videos and can be placed on sites such as YouTube.
  • Social Media – Social media also helps to move your audience along your marketing funnel as they engage with your content.
  • Email – This is where you can personalize your message for consumers who opted-in to receive your email campaigns.

It’s important to note content marketing aims to create content humans want to read and share, whereas SEO aims to create content that works well with search engine algorithms. If you are still writing for search engines, I hate to be the bearer of bad news. Well, writing for search engines instead of people has gone out of style like some old-school dance moves.

houseparty

Times have changed. There are new trends in marketing just like in other industries such as fashion, music, and technology. So, when developing the correct content marketing mix you should leverage the newest techniques and platforms so you wont be stuck in the past.

Since you read this first section, you’ve just taken the first step.

Now on to the next…

2. Boosting Content With Rich Media


Between shortened attention spans and the increase in available content, your audience’s attention is hard to keep.  You must do everything possible to maintain it. A great way to do this is by using rich media.

Case-in-point: this article. I’ve added GIFs to this post to “boost” post appeal (and I hope you like it).

Need more convincing? Below is a great ad integration for the film Inception. This ad literally transforms a user’s web experience by offering an opportunity to engage with the advertisement without leaving the site.

inception_takeover_6202

This ad is well integrated with the publisher’s content and provides a pleasant reading experience for the user. However, what’s most important here is that the ad gets viewed in a highly impactful way.

Adding video to your banner ad is key to improving performance as it prolongs the user’s attention. Naturally, this will increase the recall and retention of your brand message.

Rich-Media-Benchmark

As highlighted in the Rich Media Benchmark report, Adform found that the time watching a video was 8.35 seconds longer for Rich Media banners than for video banners. For Rich Media banners with video content, users actively choose to interact with ads as Rich Media is meant to be less intrusive to a user’s browsing experience.

 

3. Develop Content That Delivers Results


Your Content Marketing should educate your audience. People want to consume content because they want information. They want to be educated so it’s important to start a discussion in which your audience wants to take part.

Here are two ways to make your content deliver results:

  1. Promote your successful content. You may have this novel content piece that is bringing large amounts of traffic to your site. Naturally, you label this as a success because it’s increasing traffic. However, is it converting your audience? This may not always be the case. Perform an audit to see which content is actually converting your audience into customers. You may notice a piece of content that outperforms the rest.
  2. Include a strong call-to-action (CTA) within your content. Take into account the color, and copy of your CTA button. Ultimately, your CTA copy should answer the question, “Why should I click this button”. Make your CTA more relevant to the specific conversion scenario.

844C1C60-30F8-467D-B9E5-112B13C0B03D

Conclusion

 

Cracking the code to awesome content is no easy task. Some organizations continue to develop content without a particular strategy. As mentioned above, awesome content starts with developing a marketing mix to optimize your content distribution. Then adding Rich Media elements to enhance the user’s experience. And finally, promoting the content that actually converts your audience into customers. Once you implement these three tactics, you’ll be closer to cracking the code to awesome content.

Article Sources:


  • Jessica Daniels Candles

    Good stuff Juntae!

  • Jessica Daniels Candles

    Good stuff Juntae!

  • Well written Juntae!

    Just a couple thoughts.

    If done correctly, quality content can be written effectively for both the search engines and human audience. Relevance has always been a significant ranking component of Google’s algorithm. By integrating relevant keyword phrases, onpage optimization (H1 headline, images and/or video) along with an engaging article, search can still be very effective for building your audience.

    The beauty of PPC (Pay-Per-Click) is that is can also be used as a quick and effective way to measure the effectiveness of what you have written. Particularly on pages where you are testing your Call To Action. That’s where metrics play an important role, so that you can refine and retest with PPC.

    Ultimately, your natural search results will produce higher conversions because you have also used PPC to test, refine and retest pages.

    • Carl, I agree with you on the fact that you can write content to be effective for both search engines and humans. Especially as search engines get smarter – they read more and more like humans do. (Kind of scary if you think about it too much)

    • Hi Carl. SEO tactics still play a role in content discovery, However, its role has changed over the years. Articles with relevant keyword phrases and onpage optimization now have less value as a result of Google’s algorithm. I still believe adding these elements to your content will help with exposure. However, I also believe that some brands create content first then optimize it after. Now, as a result of changing algorithms, they must optimize a content strategy then create.

      • Thanks for the feedback Juntae. I definitely agree with your take on optimizing first then creating!

      • FX Digital

        Don’t you have to be careful that you don’t actually market your content… the real benefit of content marketing is when it delivers traffic from the search engines… and those Google changes don’t affect good content that is written well and includes basic SEO techniques… as you know you have your sandbox period when you first start publishing content, then once this has expired you should expect results from organic search results if the content marketing / company know their stuff.

        Businesses seem to be getting sold on marketing content instead of content marketing … the purpose of content is to tell a story that engages and the purpose of marketing is to get that audience to do something … it is not to market content, just my opinion and what do I know after all …

  • Well written Juntae!

    Just a couple thoughts.

    If done correctly, quality content can be written effectively for both the search engines and human audience. Relevance has always been a significant ranking component of Google’s algorithm. By integrating relevant keyword phrases, onpage optimization (H1 headline, images and/or video) along with an engaging article, search can still be very effective for building your audience.

    The beauty of PPC (Pay-Per-Click) is that is can also be used as a quick and effective way to measure the effectiveness of what you have written. Particularly on pages where you are testing your Call To Action. That’s where metrics play an important role, so that you can refine and retest with PPC.

    Ultimately, your natural search results will produce higher conversions because you have also used PPC to test, refine and retest pages.

    • Carl, I agree with you on the fact that you can write content to be effective for both search engines and humans. Especially as search engines get smarter – they read more and more like humans do. (Kind of scary if you think about it too much)

    • Hi Carl. SEO tactics still play a role in content discovery, However, its role has changed over the years. Articles with relevant keyword phrases and onpage optimization now have less value as a result of Google’s algorithm. I still believe adding these elements to your content will help with exposure. However, I also believe that some brands create content first then optimize it after. Now, as a result of changing algorithms, they must optimize a content strategy then create.

      • Thanks for the feedback Juntae. I definitely agree with your take on optimizing first then creating!

      • FX Digital

        Don’t you have to be careful that you don’t actually market your content… the real benefit of content marketing is when it delivers traffic from the search engines… and those Google changes don’t affect good content that is written well and includes basic SEO techniques… as you know you have your sandbox period when you first start publishing content, then once this has expired you should expect results from organic search results if the content marketing / company know their stuff.

        Businesses seem to be getting sold on marketing content instead of content marketing … the purpose of content is to tell a story that engages and the purpose of marketing is to get that audience to do something … it is not to market content, just my opinion and what do I know after all …

  • Great Article Juntae! I really like the “Not this” > “But This” comparison on the call to actions.

    • Thanks for reading and commenting Matt. I enjoy your continued engagements.

      • It’s easy to be engaged with great content! 🙂

  • Great Article Juntae! I really like the “Not this” > “But This” comparison on the call to actions.

    • Thanks for reading and commenting Matt. I enjoy your continued engagements.

      • It’s easy to be engaged with great content! 🙂

  • Brillianx

    I’m telling, I am going to be the greatest marketer by reading your blog posts!

    You never seem to disappoint, and being an Honours Student at University of Johannesburg studying Strategic Communication, I can safely say, I am going to blow my lecturers away!

    Keep the great content coming Juntae. Really appreciate it, a lot.

    • Thanks for the complement. It’s very motivating to hear this from my readers. I’m glad my blog posts are helping!

  • Brillianx

    I’m telling, I am going to be the greatest marketer by reading your blog posts!

    You never seem to disappoint, and being an Honours Student at University of Johannesburg studying Strategic Communication, I can safely say, I am going to blow my lecturers away!

    Keep the great content coming Juntae. Really appreciate it, a lot.

    • Thanks for the complement. It’s very motivating to hear this from my readers. I’m glad my blog posts are helping!

  • Good Inklings

    What do you mean old school dance moves? Why just last Saturday night…………… Just kidding. What a great post. I cringe every time that I see a “flat post” with no images, no videos and tons of dry text. And then these people complain because of a lack of engagement! Keep up the good work, we need all the content creation evangelists we can get (as long as they know what they are talking about!)

    • Thanks for the love. I am trying to develop this blog to reflect my true voice. Your complement lets me know I’m getting there. Thanks for reading!

  • Good Inklings

    What do you mean old school dance moves? Why just last Saturday night…………… Just kidding. What a great post. I cringe every time that I see a “flat post” with no images, no videos and tons of dry text. And then these people complain because of a lack of engagement! Keep up the good work, we need all the content creation evangelists we can get (as long as they know what they are talking about!)

    • Thanks for the love. I am trying to develop this blog to reflect my true voice. Your complement lets me know I’m getting there. Thanks for reading!

  • The Kid and Play video – nice content add there! 🙂

    These are great reminders for everyone handling content marketing. I cannot stress the strong CTA enough. We learned this the hard way and missed a couple of great opportunities because we were hesitant on the CTA. Good stuff here!!

    • Thanks for reading and commenting Sheryl. I look forward to future engagements.

  • The Kid and Play video – nice content add there! 🙂

    These are great reminders for everyone handling content marketing. I cannot stress the strong CTA enough. We learned this the hard way and missed a couple of great opportunities because we were hesitant on the CTA. Good stuff here!!

    • Thanks for reading and commenting Sheryl. I look forward to future engagements.

  • Scott wendes

    Great post! Excellent point on using rich media components to enhance the user experience.

    As marketing proofs point out: Marketing campaigns that actively engage consumers online for longer periods of time—by enticing them to “Dwell”—are more likely to generate high conversion rates and are three times more effective at driving brand-related Web searches.

    Engagement leads to conversion but it must be consistent across all devices.

  • Scott wendes

    Great post! Excellent point on using rich media components to enhance the user experience.

    As marketing proofs point out: Marketing campaigns that actively engage consumers online for longer periods of time—by enticing them to “Dwell”—are more likely to generate high conversion rates and are three times more effective at driving brand-related Web searches.

    Engagement leads to conversion but it must be consistent across all devices.

  • Chandra Chatmon

    Great and informative article. Social media sometimes evolves at a faster pace than most can keep up with, your helpful tips help bridge the gap.

  • Chandra Chatmon

    Great and informative article. Social media sometimes evolves at a faster pace than most can keep up with, your helpful tips help bridge the gap.

  • This is an insightful article Juntae with some great actionable advice,

    Thank you,

  • This is an insightful article Juntae with some great actionable advice,

    Thank you,

  • Michael Gerard

    Great post Juntae. I absolutely agree that you need to have the right content mix to be successful at content marketing – owned, earned and paid media.

    Another perspective on content mix to consider is created versus curated content. That is, as great as someone’s own original content may be, your audience highly values third party perspectives as well. Curating other people’s content (in an ethical manner) not only brings greater value to your audience, but can also support your own content and reduce the amount of content that your own team will need to create. Here at Curata we recommend a mix of 65% created, 25% curated and <10% syndicated content.

    • Good point Michael! Curated content makes a marketers life easier and provides value to his audience. Thanks for reading and commenting!