Coming up with content that readers are going to want to like, share, and link to can become tough. In some industries there’s only a limited amount of content to create, so writers and marketers need to get creative.
Every effective digital marketing campaign needs a solid content creation strategy. Creating content that is compelling to users can be incredibly beneficial to a website. What does it take to create compelling content? The following tools can help digital marketers develop content that will entice readers to link to it.
Google Keyword Planner
Everyone knows the importance of quality keyword research. Don’t waste your time focusing on keywords that have low search volume and won’t bring in additional visitors. Similar, don’t focus on terms that are highly competitive and will be difficult, if not impossible to get to page 1.
There are multiple tools that will provide keyword search volumes, but all are a bit different in their own ways. Google Keyword Planner offers an estimate of monthly search volume that can be very vague. For instance, some terms may come back with a search volume of 1,000-10,000 monthly searches, not a very accurate number. Other tools, like Moz, will return search volume for the search engine Bing. The numbers are more accurate, however the amount of people using Bing is much lower than Google.
Google Search Console
Curious of how your keywords are doing? Log into your Google Search Console (previously Webmaster Tools), select your site, and on the left bar you’ll have the option to click Search Analytics. Here users can review impressions, clicks, and average position for keywords. These are keywords that are associated with the site, not necessarily keywords the site has focused on.
Review your keywords, has one lost clicks, is one close to the first page of the search results? This data can help determine which keywords to use in the next content piece. Track your progress, check Search Console often to see how your latest content has influenced clicks and rankings.
Wondering what the competition is doing to rank so well? What pages are being shared the most? BuzzSumo helps users find what content is the most popular based on a keyword or site. Plug a keyword or competitor into the program and in seconds users will see what pages have been the most successful. Success is based on links, shares, likes, etc.
Similar to BuzzSumo, AHREFs can help show what content has been popular among readers. By looking at your competitor’s marketers and content creators can narrow down content topics. You may find an article has done well with your competition, yet you have not touched on the topic. Here you can utilize new content to entice others to back link to your content.
Not your typical ‘tool’, yet very helpful. Run your content by your employees and team members before going live. Have them provide feedback on grammar, sentence flow, structure, and information. You’ll notice ideas are portrayed differently to different people and having content reviewed can be incredibly beneficial. Have them view the content as a consumer, would questions be answered, do more questions come up, is the content helpful/entertaining/fun? These are the questions your team should be asking when reviewing anything new on the site.