Content is king… most mainstream SEO and digital marketing blogs have been pushing those 3 words for a loooooooong time. When it comes to SEO, I think the whole “content is king” push is very debatable, as you can still rank very questionable content by building quality links. That being said, quality content definitely helps with user engagement, which does affect rankings… so to be on the safe side, make sure your content is at least classified as “good”.But good content, like good anything else, is undeniably subjective, making it challenging for marketers to churn out the creative pieces that keep site visitors coming back for more.
But good content, like good anything else, is undeniably subjective, making it challenging for marketers to churn out the creative pieces that keep site visitors coming back for more.
If you’re looking for creative content writing that can be optimized for SEO, read more to find out what you can do better.
Creative Content Writing Can’t Be All About Conversions
The problem with SEO writing is that there’s more emphasis on keywords and phrases, the right call to action and an attention-grabbing headline, than the actual “meat” of the article.
Yes, all of those aforementioned items are critical to optimizing for SEO, but those components alone won’t draw in the audience you’re looking for.
Why? Well, the main reason you should even engage with content marketing is to provide relevant information to your audience.
Headlines Should Represent the Content
While you may believe that the secret lies in crafting the perfect click-bait, think again.
Once they’ve clicked, they expect the time investment to pay off. Don’t make promises you can’t keep. Readers who can’t find the link between headline and content will jump ship, which doesn’t play well into the Google algorithm.
Why? Because when people click a link and subsequently leave, it signals to Google that the content wasn’t what they are looking for.
Don’t Feel Boxed in by Keywords
It’s true. SEO writing depends on keywords to improve those search rankings. But, writing creative content writing means using the keywords you’ve unearthed during your research and making them palatable to the greater audience.
Use keywords sparingly and strategically, and don’t skimp on quality just because you have to manipulate an odd turn of phrase here and there.
Think of keywords as a guiding structure. From there, add elements of storytelling that reveal your ultimate goal–be it to sign up for a newsletter, read about your services or something else entirely.
Images are a Big Deal
With countless companies and content agencies donating more energy to video, the growing popularity of platforms like Instagram and Snapchat—we’re becoming ever more visual as a species.
People tend to prefer bright, lighter colors, as well as easy to read things like text (yes, literally) and faces. Keep this in mind when choosing images to represent your blog.
If it’s just another stock photo, or worse, nothing at all, readers won’t be compelled to learn more.
And that’s it, the basics of writing good content… yes, they’re only basics, but get any these wrong, and you’ll find it pretty challenging to grab anyone’s attention.
With a passion for digital marketing and web design (primarily WordPress), Matthew never stops learning! He rather reads up on new marketing strategies than binge-watch the next big NetFlix special.
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