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How to create captivating, engaging and optimized content

We all know that "content is king".What many don't understand is that in order for content to become king, it needs the backing of its court. To get t

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We all know that “content is king”.

What many don’t understand is that in order for content to become king, it needs the backing of its court.

To get the most out of your content strategy, it’s important to you:

  • Define entities and keywords related to a topic.
  • Optimizing the elements on the page.
  • Build content that will stand out.

Create your editorial strategy

At this point, you should have a comprehensive list of keywords. You should also have insights into your target audience, your personas, the buying cycle, and what your competitors are doing.

Now is the time to use this data.

At the planning stage, you will need to determine:

  • Rhythm: How often will you post content on your website/blog? daily? weekly? monthly?
  • resources: How many books do you have? What about the editors? How many words can they write each week while maintaining quality?
  • Formats: What type of content will you produce? Long articles? Graphs? Tutorials? electronic books?

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When developing your strategy, be sure to develop different types of content for the different ways of learning your audience personalities might display. Some may learn visually, others prefer videos, yet others may enjoy watching infographics or pictures.

Here’s how you should envision topic groups or content pillars:

Style guides

Before developing content, make sure you have a style guide in place. For marketing agencies, this can be used as a library of assets: style guides, brand books, etc., that clients give you.

If you are creating content for your own brand, this is where you can brainstorm ideas about your own style:

  • What kind of images do you want to add to your content?
  • What type of audio should your composers use?
  • What color palette should be used when creating visual content?
  • What types of citations and references should your writers use?

What are some interesting trends in your industry that might appeal to your target audience? Complement your editorial calendar with trending topic ideas by setting keyword alerts or XML feeds for relevant industry websites.

Tip: Keep an eye on new patents or studies being released in your space. If you find a new patent that could significantly impact your industry, translating it into “people talk” can help you get news coverage.

A great tool to monitor news and stay current in your industry is BuzzSumo:

You can filter by keyword, location or date and see which articles resonated the most based on social shares.

Create your own editorial calendar

Then, you can craft topics and topics based on your topics, keywords, and target people. Mind mapping can help you organize your thoughts and create a strategy.

Next, plan your calendar by following these steps:

  • Set a theme, topic, or initial group for each publication date.
  • Break down each piece of content by adding the buyer persona and the stage of purchase.
  • Define primary and secondary keywords for each piece of content.

Here’s what it might look like at this point:

Next, you will need to find out which channels offer an opportunity and create content for each specific channel. Some of these channels and types of content include:

  • Featured Excerpts
  • People also ask
  • knowledge graph
  • Videos
  • Pictures

Here’s what an editorial calendar might look like at this point:

Content cadence can help you decide what items you use and how often. If you post daily or multiple times a day, you can address all your opportunity gaps faster than if you post once a week or once a month.

The idea is to be strategic with the content you publish so it focuses on keyword gaps, and your most dedicated personalities at the most meaningful stage in the buyer’s journey.

Having all the research on hand can make creating your own editorial calendar as simple as drag and drop!

When all the elements are properly ‘framed’ it is very easy to create catchy titles and give your writers detailed descriptions to work with.

Manage your editorial calendar

To stay organized and strategic, you will need to include as much data as possible for each piece of content. Here are some of the fields you should track:

  • Article title
  • author
  • editor
  • Scheduled publication date
  • Campaign
  • The number of words
  • Content type
  • personal goal
  • Purchase stage
  • key word
  • Secondary keywords
  • People also ask questions
  • Article description

Once you have all these data points in place for each piece of content, let’s take a look at your workflow.

editorial workflow

Your workflow will change based on your content type. If you are creating a long article that does not need to be reviewed by a client, your workflow might look like this:

If you are creating a visual asset, such as an infographic, the workflow will require more steps and may end up looking like this:

As you go through the editing process, be sure to check the content for readability, use keyword variables, thematic entities, and appropriate formatting such as header tags.

Content Length

How long should your articles be? Does Google Really Reward Long Articles? How do you determine the length of each article?

When planning content length, it’s important to use a tool like SurferSEO or Semrush’s SEO writing helper so you can set the content length to the target query.

If someone searches Google for the question, “How tall is the Eiffel Tower?” They probably don’t want to read a 5,000-word article about the history of the Eiffel Tower. They know exactly what they are looking for and want a quick and direct answer.

However, if your article is about “how real estate agents can get into the auction business,” the person doing the research will likely want a detailed and comprehensive article and would be willing to read an e-book or a long form of 3000 word article.

If you’re already using Semrush, the SEO Content Template or SEO Writing Assistant will allow you to search for a keyword and get an idea of ​​what’s working in the SERPs for that specific query set, like:

  • Semantically related words
  • Backlinks
  • Readability score
  • text length

It is ideal to use this data in the instructions given to your writing team for each piece of content.

Beware of duplicate content

Before finalizing and publishing your pieces of content, make sure that there are no duplicate content used by your authors.

It is natural to give others the benefit of the doubt, but it is important to ensure that the content you post is not duplicated elsewhere on your site or the web.

There are two great tools to check for duplicate content:

  • Copyscape: You can add a content block to Copyscape and it will show you other places on the web where your content is being duplicated.
  • SiteLiner: Siteliner will provide you with a detailed report based on duplicate content percentages and many data points.

Sometimes other sites scrape your content and post it on their sites after posting. By running duplicate content checkers, you can identify those situations and ask them to remove your content.

Ensure that all parts of your content contain links to other pages related to your site within the content body. Contextual internal links can help increase the objective relevance of your pages. At the same time, add links to trusted external sources when it makes sense.

Publish your own pieces of content

Once your content pieces have gone through all the workflow steps and been approved, it’s finally time to publish them on your site!

When you upload to your CMS, verify that your content has all the appropriate tags and that you include your target keywords in:

  • meta title
  • meta description
  • URL
  • Bread crumbs
  • H1 tag (keyword keyword)
  • H2/H3 tags (secondary keywords)
  • …etc

Also, be sure to set your article to the most relevant category, which will help Google understand your site’s hierarchy.

Keep track of your content pieces

Once your content is published, create a reminder to check its performance after 30, 60 and 90 days.

This way, you can quickly identify pages that are not gaining traction and can work on keyword tweaks or on-page SEO.

You can look at the metrics in Google Analytics and Google Search Console and change date ranges to see how your articles are performing.

Here are some of the items you can review and track:

  • no drag: The article does not have any traffic and needs improvement.
  • Heading up/down: If the article is trending upwards, you can refine and expand it to target more keywords. If the article is doing well but is starting to fall off, improve the keyword drop and add more incoming links.
  • Low CTR: These articles are well arranged and have good impressions but they have a low CTR, which means that people don’t click on your link from the Google results page. If you update the title and/or description, it may help to improve your CTR and increase clicks.

Enhance your content pieces

Many marketers believe that publishing an article is the end of the content creation cycle. In fact, the end of content creation is just the beginning of the content promotion phase.

Here are some ideas for ways to promote your article after clicking Publish:

  • Amplify with Facebook Ads: Enhance your post to reach a wider audience and increase the chances of it being shared and linked to.
  • Share to industry groups on Facebook and LinkedIn: Join industry groups and share your articles sporadically. Ensure that you interact with others, share thought leadership, and comment on other people’s content.
  • Email Marketing and Networking: Create your email list and send out a newsletter in which you share your latest blog posts. You can also email people directly by creating a list based on related keywords.
  • Answer questions on Quora or forums: Search quora for content related to your target keyword and, where possible, link to the relevant blog post. Make sure your answers are detailed, comprehensive, and valuable.

Ideally, you should just Create As many pieces of content as possible promote.

As the Google database becomes increasingly crowded, Google will continue to confirm high quality content, And promoting your content is the key to excellence.

Gone are the days of spaghetti marketing

You can’t dump a bunch of content on Google and hope for a little stick. Instead, focus on being strategic and producing truly unique and useful content that sets you apart from your competition.

The content creation journey is the glue that keeps search engine optimization (SEO) consistent. If your approach is strategic and focused on quality, the next stage, awareness, will occur naturally.


The opinions expressed in this article are those of the guest author and not necessarily those of the search engine. Staff authors are listed here.


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About the author

Marcela De Vivo is an industry veteran with over 20 years of experience in digital marketing, Marcela travels the world talking about SEO, data-driven marketing strategies, workflow automation and optimization. Marcella owns a digital marketing agency called Gryffin that is based in California.

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