Aug 01, 2022
In Welcome to the Food Forum
When creating content, find a process that works best for your company and content creators. I like to talk to the experts or interview them to get their insights. I’ll also look at what people search around a topic and what other pages cover. You likely have a team of people who create the content, and you may be able to empower them to do this process themselves. Alternatively, you can provide them with a simple to digest outline or content brief that covers what you expect to see in the article. If your employees want to write content, you need to find a way to empower them to do so. These are your experts, and while the content they create may require some editing, the insights from these employees are valuable and may not be anywhere else. If your experts don’t have the time to write content, another option is to interview them. Most people are usually happy to give quick insights verbally, which you can then use in your content. I like to start with my competitor’s top pages rather than starting research with a list of keywords. If you export and combine this data, you end up with a list of your competitor’s most successful content, and you can start with the content you know already works and is likely driving value to a competitor. Every team I ever worked with, whether product-focused or marketing-focused, loved to see this data. You can find it in the Top Pages report in Site Explorer. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Creating content will have to be simple, repeatable, and scalable, and you’re going to want to cover as much of the user journey as possible. Remember that content is for people, so you should be there for the different things they search for. Be useful, be relevant, show your expertise, and you’re likely to be the company that potential customers choose to do business with. One of the things that I liked to use with content teams was a card sorting exercise. Take the data you’re looking at around what people search and what the top pages talk about, and put them on index cards. Have your content writers organize this in a way that makes sense to them. They’re going to be grouping your data into topics and subtopics and coming up with the content sections or pages they should write. This helps train people to do this task themselves, and there’s no right or wrong answer as to how it should be organized. You can also show how top pages cover this information as confirmation that it works. Another tip on content creation is to translate successful content. Most enterprise companies operate in many countries and in many different languages. If you have content that’s working well in one language, it’s likely going to work well in another language as well. We’ve started doing this recently with our content. Despite allocating minimal resources to this process, we already see results.