Having a beautiful site with nothing on it is not enough though. If you want to start growing your visitors and building momentum for your new business then you’re going to need to add blog content.
Content generally refers to ‘writing’ when used online and in the case of a blog this means blog posts. This type of content is what most of us are looking for when we search for things on Google: we want information, entertainment or opinion. Thus, by adding more content to your site, you give people an incentive to visit and you let yourself get to know them.
Content is important for more reasons that that though. For instance, it also happens to be your site’s content that will ensure you win or lose at SEO. Search engines work by trying to match search terms to the content on a website. The more writing you have, the more chance there is of you getting a ‘hit’ and the more people will start finding your site with relevant good queries.
Content is also critical for ‘content marketing’. Content marketing is basically a form of marketing that revolves around your blog posts. The idea here is that you’re going to update your site regularly with interesting articles and posts and this should then help you to find genuine fans of your work. These people might subscribe to your site, join your mailing list (more on that later) or just bookmark your page. They’ll then come back regularly to see what interesting new content you’ve added lately and each time they do, you’ll have a new opportunity to market to them.
What’s more, content marketing will allow you to demonstrate your knowledge and expertise on a subject. If your readers get to the point where they respect what you have to say and they start seeking you out for answers to questions, then you’ll be able to sell to them more easily when you recommend an informational product you’ve made, or perhaps an affiliate product you’re getting commission on.
Content is also crucial for your social media marketing (as you can share it to your channels to get more followers) and it can be used to sell things directly. In short, the success of your blog revolves almost entirely around the content that you’ll be uploading to it.
So here’s the golden question: how much content do you need to add to turn your website into a big success?
There’s no single answer here though and of course the best guidelines will depend on what your blog is about, who your typical reader is etc. You should also keep in mind that quality always trumps quantity.
BUT the simple guideline for how much content to add is just: as much as you possibly can while staying consistent.
Consistency is key.
We’ve seen all the ways that content can help your website. We’ve seen that ‘content is king’ and that SEO basically amounts to adding writing to your site for Google to find… and with that in mind, it follows that the more content you can add, the more chances you will give people to find you and the more you’ll stand to make from your site.
We touched on this briefly in the introduction already but this is really the key point you should take from this e-book. To be successful from a blog, you need to really invest yourself in it. That means spending a lot of time making tons of great quality content and then promoting it. You can upload a blog post once a week and be fairly successful. But if you want to skyrocket yourself to prominence you really need to be posting multiple times a week or even multiple times a day. Your rewards will grow exponentially the more top-quality content you are putting out.
Now that you have an idea as to how much content you should be adding, the question now is how many words or length should each blog post be?
According to Neil Patel of QuickSprout.com and statistics from SerpIQ, longer posts are usually better.
Typically longer posts attract more search traffic. Take a look at this graph from SerpIQ:
Notice the top content length is sitting around 2000 words.
Longer posts are usually more comprehensive than a short 500-word article–there’s more meat and detail in it.
Why it’s better for search traffic is because you are including more h1, h2, h3 headings and keywords within your posts.
The higher your word count, the more link-backs you’ll get. Take these graphics from Moz as proof:
More link-backs means more search traffic.
Neil Patel says:
“My own research on Quick Sprout confirms this. All of my posts that are more than 1,500 words receive 68% more tweets and 22% more Facebook likes than the articles with fewer than 1,500 words.”
Just something to consider when writing your posts.
The next question then is how you’re going to go about picking topics to write about. How do you bring something fresh to your chosen niche that hasn’t been seen before? How do you ensure that your content is going to bring in readers and that it’s in demand?
I shared some tips on search traffic earlier but let’s talk about it a little more. One strategy is to focus on the SEO aspect of your articles.
The ideal situation here is that you write a post that people are searching for but that doesn’t yet exist. Alternatively, you can try and write a subject that is popular right now but not yet over saturated.
You can do this by using keyword research tools. Keyword research tools effectively allow you to see what people are looking for and how the competition stacks up.
The best known keyword tool is Google’s own ‘Keyword Planner’ (http://adwords.google.com/keywordplanner).
This is designed for people who are thinking of using Google’s paid ‘AdWords’ platform for advertising and the idea is to show which search terms might be a good use of investment capital for a company hoping to gain exposure to a specific audience. Unfortunately though, Google ‘depowered’ their keywordplanner a while back because they didn’t want to provide too much information for those trying to ‘game’ their search ranking system. This means that you can’t see all of the good keywords currently available.
Instead then, you might decide to look into alternate options like the free Wordpot, or paid Moz Keyword Analysis, Raven Tools Research Central or Keyword Spy.
Links to each tool:
Raven Tools Research Central: http://raventools.com/seo-tools/
Keyword Spy: http://www.keywordspy.com/
To use these, simply search for the topic of relevant terms alongside the search volume (how many people are regularly searching for them). From there, you can then try searching the term yourself in Google and then seeing what the competition looks like. Find a highly competitive keyword, then ask yourself: can you do better than that? And also: how?
For added SEO benefit, you then want to subtly lace your keywords into the content, so that you are occasionally repeating the phrase in a non-forced manner (as well as using related terms). Don’t make it obvious (this is called ‘keyword stuffing’ and it will get you penalized) but just take the opportunities as they arise.
Keyword research is a very handy tool for finding topics that will be a hit for your website but make sure that you don’t let keywords dictate the topics of your articles – otherwise you’ll end up with a bunch of generic posts that are written for Google over actual humans that might read them!
Places to Research
Another way to get great ideas for content is simply to keep an eye on what other people are talking about and on news. Looking at forums in your niche is a great way to do this, as you can see what people are talking about, asking questions about etc. You can even post there yourself and just ask what people want to hear more of!
Of course you can also look at what your competitors are writing about and you can look at news sites. News sites generally have sections like health, technology etc. and these can provide useful topical prompts for your content. Note though that anything that is too topical will not be ‘evergreen’. In other words, it will have a limited shelf-life as far as being relevant goes which means you won’t be able to get more value out of it in future.
Another trick is to look at news from websites not in your niche and then to combine that news. In other words, you might have a fitness website but perhaps a new motion-controlled computer game is relevant? Or maybe you could write something based on technology?
Easy Ways to Get Content
Looking to get content without having to put in all the leg work yourself? As it happens, there are a number of ways you can get good content for ‘free’ and without working.
One is to create ‘curated content’. Curated content is simply content that you have gathered from around the web. None of it is original but by collecting it all in one place, you can offer something new.
A very basic example of curated content would be a list of famous or inspirational quotes for instance. You can go further than that though and use full paragraphs, links or even entire short articles. As long as you are providing value to your target audience by collecting all the content into one place, it will be useful for your readers.
Note as well though, that curated content runs the risk of penalization from Google. Google doesn’t like people to use ‘duplicate content’ which is any content that has already been published elsewhere. Of course your curated content runs the risk of falling into that trap. This is fine: just make sure that you drive most of your traffic to this particular article from social media and try to avoid using this strategy too regularly. Another tip is to use smaller passages – this can also help you to avoid being guilty of simple copypasta.
Another way you can get great quality content for free is by publishing the work of guest bloggers. Guest bloggers are bloggers who publish content on your site in exchange for a free link back to their site. This gives them some promotion and you get some free content in the process – it’s a genuine win/win scenario!
How To Add Video And Images To Your Blog For More Engagement
Due to its considerable SEO advantages, text should always be the main source of content for your website. However, with that said there are other types of content you can choose form too. For instance, videos have a number of advantages in that they’re high engaging, very memorable and very persuasive. Images meanwhile will really help to sell your content and especially when people see previews of it on social media sites.
The easiest way to add video content to your website is to create a vlog on YouTube (a video-log or video-blog) and then to embed it onto your pages as posts. Always make sure to write a little content underneath too as this will help you to rank on those pages.
More importantly though, having video built-in to your blog will give visitors another in-road to reach you. This way, you can use video marketing through YouTube and build up a list of subscribers there to introduce to your website.
Meanwhile, you’ll be able to get your blog subscribers to check out your YouTube channel and connect with you that way too. This is the first real example we’ve looked at at creating synergy across web channels and it’s a very powerful strategy if you’re interested in gaining more exposure for your content. Again, make sure you have a strong brand here which will really help to tie everything together. Show your logo in your video opener, have it as a watermark on your video and use it on your YouTube channel page too.
Having videos on your site will also give your visitors the chance to get to know you (assuming you’re going in front of the camera). This also shouldn’t be underestimated as it’s a highly effective way to build a ‘personal brand’ which is often even more memorable than a more corporate brand.
To add a video, simply get the link to your video and paste it into your post. If you are using WordPress, it will automatically convert your video into an embedded video.
Step 1: Copy the URL
Step 2: Paste into your post
Adding images meanwhile can help to break up long passages of text and to greatly heighten share ability. When you post links to articles on your blog to Facebook or Google+, bear in mind that the title and the image are the only two things that will encourage people to click or not. This is one of your most powerful assets then and it’s critical that you use both wisely.
The right image should not only attract the attention of social media users but should also communicate what your post is about and why they should read it. Some people will even ‘like’ or share content before they’ve even read it if the image is convincing enough!
Of course you can make your own images by taking photos or by using editing software but often you’ll be able to save time and ensure a professional quality by using stock photo sites instead that provide you with free images that you have the rights to use. There are many such sites but good examples include http://morguefile.com and http://depositphotos.com.
You can also search Google Images and other image sharing sites to find photos that you can use. To do this though, make sure that you have selected ‘labeled for reuse’ or ‘labeled for reuse with modification’ if you plan to make changes. This way, the image should come with a creative commons license meaning that you are permitted to use it on your site and even to profit.