Create powerful content optimized for the modern Google algorithm that will convert your readers into customers and leave them begging for more.
Execute your strategy by creating powerful copy that Google understands and your readers love.
One does not simply write strong copy. [Insert Ned Stark meme here.] Creating a process and framework for creating powerful content takes time and practice. The challenge is that you’re simultaneously writing for two audiences: your readers and Google.
Sorry, I couldn’t help myself.
Keeping your readers’ attention is an ever-increasing challenge.
Studies have shown that the average attention span has decreased by 31% since 2000. For online publishers, that means your readers are more easily distracted and less likely to give your content a chance. That same study found that the average user only reads 28% of the words on a page and stays on that page for less than 1 minute, often moving on to the next search result in just 10-20 seconds. That’s all the time you have to catch their attention and convince them you’re worth their time.
Keeping your readers interested in your content is getting even harder. (Source)
Once you’ve got their attention, you need to convert them.
You got your readers to scroll to the bottom of your article and they love the way you presented the information. Congrats! Now what? Each piece of content should be optimized for whatever the goal of that content is. Do you want readers to sign up for your email list or use your contact form? Do you want them to buy a product or click on an affiliate link? Do you want them to click through to another page on your site? Creating content your readers love is Step 1. Getting them to do something after they consume it is Step 2.
I added a downloadable content upgrade to one of my top pages that was solely responsible for adding over 2,000 subscribers to my email list.
You also need to show Google what your content is about.
SEO used to be about stuffing keywords in your content, building a bunch of links, and watching the traffic pour in. That’s not the case today. By integrating machine learning into its algorithm, Google is trying to better understand what pages are about and how they match the searcher’s intent. In fact, in October 2019 Google rolled out a major update to their algorithm which includes more robust natural language processing (NLP) in order to better understand what searchers are looking for. As we move forward, it’s going to be even more crucial that you construct complete content with both your readers and Google in mind.
Google’s algorithm has improved natural language processing to better understand queries. This example from Search Engine Journal shows a query for the phrase “how to catch a cow fishing?” In New England, a cow is a large striped bass. Previously the results returned a lot of info on the type of cows you’re probably familiar with.
Curley Creative’s content creation approach
Ever get writer’s block staring at a blank page, not knowing where to start? I used to get that all the time. That is, until I changed my content creation approach. Today, I don’t write content. I assemble it. That’s an important yet powerful distinction. I approach creating content like an artist approaches painting a mural: I gather my supplies, I create an outline, and then I fill it in. This is a powerful change in mindset that makes the content creation process smoother and, dare I say, more fun. Here’s how I do it.
Reference The Roadmap
You already have a content marketing strategy complete with a content roadmap rooted in gap analysis and keyword research. Let’s use it!
Analyze Competing Pages
Never publish content that isn’t the best. Before laying pen to paper (or the digital equivalent), analyze existing content. How long is it? What sections does it have? What questions does it answer? What kind of visuals does it use? Aggregate it all and make yours better.
Build An Outline
Using that competition analysis, build an outline of everything this best-in-class content will have to cover. There are a few proven templates you can use depending on both the topic and conversion goals of the content, and Curley Creative can help you streamline this part of the process.
Research The Topic
It’s time to start researching the topic and sub-topics from your outline. Well-referenced content is more trusted by readers, further cementing your authority, so find reputable sources and save them.
Fill It In
This is a little “paint by numbers,” but is that a bad thing? Go through your outline and fill it in. If you find yourself expanding too much in one section, maybe it’s time to break it up into sub-sections.
Reorganize & Tie Together
Your completed outline may feel a little disjointed. Now it’s time to reorganize and add transitions so that everything flows smoothly.
Spice It Up
Content that’s purely words is both boring and intimidating. Spice it up with high-quality media: photography, screenshots, videos, infographics, custom images, etc. Image captions are among the most-read parts of your content, so don’t let them go to waste.
Confirm It Converts
Every piece of content has a purpose. Whether your goal is email sign-ups, product sales, affiliate clicks, or something else, make sure your content is converting. I can help optimize your content based on both my experience and current best practices.
Proof & Publish
Your best-in-class content is done. It’s time to give it a final pass to make sure it lives up to your business’s high standards. When you’re satisfied, click “Publish” and share your amazing content with the world.
Curley Creative offers a variety of services to help you create copy that converts.
I can offer customized copywriting and content creating solutions for businesses of all sizes and budgets. If you’re interested in any of the following, don’t hesitate to contact us to discuss your content needs.
I’ll teach you the process outlined above, including the proven copywriting templates that work on today’s Internet.
I’ll teach you the process and assist in content creation by providing feedback on drafts and assisting with your roadmap’s execution.
I’ll create your content for you. Put your mind at ease and your focus elsewhere knowing your content creation roadmap is being executed.