You’ve always wanted to know how to make your competitors stand out and create better content marketing articles than they do? Here is a step-by-step guide to an example that will guide you through the article making process and provide helpful tips.
If you look at content marketing as a means to get links or like Google, you do not even have to start with it. This is of course a bit exaggerated formulated, but applies to the core quite. Before you start to create the content, think about what people who should come to your website, interested. If you are unsure, just ask your website visitors! Or ask people, friends, acquaintances, etc., who are not from the SEO industry, what content they would find good with your site!
Of course, it is the goal of all website operators to generate with content traffic and possibly even links and good rankings in the search engines. But it should not be your only drive for content, especially at the beginning. Take a look at my examples of online shops that understand it and do it well.
Rule # 2: Know your audience!
Knowing your target audience is essential. Your content marketing will only reach your users if it appeals to them. The target group of online shops usually consists of several, differing in certain characteristics target persons. One speaks of so-called personas, also Buyer personas or user personas.
Buyer personas are prototypes of a specific user group or target group. A persona is a fictional image of a typical customer, based on real data, with all its socio-demographic characteristics, needs, challenges, patterns of behavior, online shopping patterns, etc. This is how you find your matching persona:
- Which socio-demographic characteristics does the persona have?
- What is the position of the persona in working life and how could a typical working day of the persona look like?
- What personal and / or professional goals does the persona have?
- What are your personal and / or professional challenges?
- Is the persona internet affine and makes buying decisions online?
- Does the persona use social networks and which ones?
- Does the persona use the internet for research purposes, eg information about products she is interested in, etc.?
- What led to this decision on the day of the purchase decision?
- What would convince them to buy the product or service?
- Was the purchase decision made alone, or was someone involved?
Let’s stay with the example above Rebelle. The target group is estimated to be predominantly female, both single and married, 25-45 years, fashion-conscious high earners, brand lovers, but also price-oriented and with an awareness of sustainability.
In this case, your target audience would be people who
- like to dress fashion conscious and value their appearance.
- like to move to events.
- take care of her wardrobe as well as her apartment.
- engage in fashion, fashion designers and fashion personalities in their free time.
- are interested in the effect of fashion and clothing.
- have a large (walk-in) wardrobe.
- Value longevity and sustainability.
- think ahead and make sure investments are worthwhile.
- Attach importance to a certain education and manners.
- are interested in art and social topics.
- want to act as role models.
- but also role models in art, fashion, literature, etc.
Of course, not every property applies to every persona. It buys not only “a persona” with you. Much more buy completely different people with you, but have some similarities. So your goal is to find the common denominator, but also to cover niche topics that interest only a part of your target audience.
Rule # 3: Writing Articles for the Audience: What are the Pain Points?
After getting to know the characteristics of your target group, you can start brainstorming for your topics. Think about what solutions you can offer for any problems (pain points) of your target group. Ideally, you start with a topic that has not yet been answered by your competitors and other websites. This will give your readers added value and you an advantage.
My tip for the procedure:
- In the first step, define one or more over-topics: If we stick to the example of Rebelle, the big topic would of course be worth knowing about fashion.
- In the second step you derive more subtopics:
- Styling tips
- Personalities of the fashion industry
- (Seasonal) trends
- Fashion classics
- Fashion as investment
- Sustainability in the fast-moving fashion industry and much more
- Now we have some important keywords that are very likely to be relevant keywords.
- Now you should collect important questions about the topic. The Hypersuggest.com tool will help you find relevant W questions. Or you use Google Suggest. As you specifically do, you can read in my article on the content marketing strategy .
- In turn, you collect the questions and keywords and check which search results Google spits out to you. You go through this step by step and take notes. Collect important sources, expert opinions and studies – depending on how many relevant hits there are, it can be from top 10 to top 50 or more that you need to sift through.
- Filter out the most relevant points for your users. As mentioned above, the best are the questions or topics that have not yet been addressed. A good side effect: You get to know your competitors better and can compare what you can do better.
- If you have the opportunity, ask again here your customers or friends, which fit into the scheme of your target group.
- Choose a topic to start with. It is important that you first deal with a problem and answer it comprehensively. Otherwise it can happen that you lose yourself in the depths of the topic.
Let us briefly take the example of fashion as an investment. This is certainly a pain point of the target group, when it pays to spend a lot of money on second hand fashion. The first relevant question would be:
- Which fashion item is best for investment? Let’s assume the answer is bag, other questions arise like:
- In which bag is it worth investing?
- Does this also apply to second hand handbags?
- Can I resell the bag for a profit?
- Does it matter to the color?
- When does an impairment occur?
The Rebelle Journal has recognized this and has created an Investment Guide that answers all important questions.
Rule No. 4: Do not produce text deserts!
Once your topic is, you can almost start with the text creation. I recommend you, before you start writing or create copywriting, to create a concept in which you roughly outline the structure and content of your text. So you often see in advance how textual and extensive your article will be and can plan accordingly:
- Are you introducing 10 or 20 pockets that are worth an investment?
- Which and how many key data you will treat (name, name, serial number, original price, savings, increase in value over a certain period of time, etc.)?
- Which questions should be answered?
- What additional information, tips, fun facts do you still want to record?
- Do you want to emphasize your opinion as an expert opinion?
So you have some idea what your text will look like. With our pocket theme, it seems obvious that the X bags are the ones with the greatest potential. This could be raised as a leaderboard or according to your favorites or the alphabet or, or.
It is important that you have the interest of the user in focus here. Therefore, it is best to proceed in terms of price or value increase in ascending or descending order. This procedure makes it possible to create clear sections of text so that there is no text waste. Enumerations, subheadings and necessarily matching pictures provide a relaxed text structure.
Rule # 5: No Feedback No Good Articles!
Again, I topple something again. And yet the statement is true at the core. If you have been working on a topic for hours or days, you quickly lose sight of the essentials – which is also completely normal. Do you repeat yourself in the course of the text? Did you forget one aspect? Is not something understandable to the outsider? Do images and text really fit together? Are you losing the thread or are you pulling it to the end? Would it be better to create a graphic for it? Did you name all important sources?
That’s why you absolutely need a person (or team) to listen to your ideas, read through the article and critically question the concept or text and provide feedback.
Rule # 6: Invest Time, Effort and Diligence!
Without diligence, no price – this is particularly true in content marketing. Anyone who thinks that snatching away a text is enough is definitely on the wrong track. Your users will notice immediately if you have thought and made an effort to create value for users with your content. Invest time and diligence to write good content. What Does Good Content Marketing Cost You Gain an Approximate Idea of What Takes Time Behind Content Marketing Content Creation.
Rule # 7: Do not expect miracles!
I can not mention it often enough: content marketing is NOT a classic sales channel and takes time. If your only goal is to make big bucks quickly, content marketing is not the channel for you. The question then is whether a long-term online shop is the right solution for you at all .
However, if your goals are oriented towards increasing brand awareness, generating more long-tail traffic, maintaining more stable rankings in the long term and, above all, customer loyalty, then get started right away!
What you should know about Content Marketing:
- The output will not strike like a bomb immediately. Probably, individual articles will be less good, others better accepted.
- Only if you permanently produce relevant content for your target group can you succeed.
- Does not it work right away? Do not give up! Go on.
I know that despite instructions, rules and tips, it can often be very difficult to get started. The best examples are always helpful. Find your four to five favorite online stores together and see what you like most about them.
You can read this blog Imedukasi – imedukasi.com