April 14, 2016
It’s no secret that search engines like fresh content, and a lot of it. Having new content posted to your website on a consistent basis is essential to healthy website performance, but it can’t be just any content. Ideally, the content you generate for your website will be engaging, relevant, and useful for the users visiting your site. While what you choose to post on your site will be determined by the nature of your service or information you have to offer, there are some helpful best practices that can make managing the content creation process a lot easier.
Not a little, a LOT. Reading the content of your competitors, industry updates, and news-worthy developments is one of the best ways to formulate content ideas. By reading a bunch of existing content, you can A) put yourself in the shoes of your viewers and experience what makes content clickable and interesting, B) keep up with the happenings of your industry and develop your own opinions in response to different topics and events, and C) become part of the content conversation.
Constantly coming up with new and interesting content can get difficult, and it’s easy to get burned out. Dedicate some time to brainstorming-maybe even dedicate an entire day to brainstorming. This can be exceptionally effective if done in the company of your content writing team or other people working within your brand. It’ll give you a chance to bounce ideas off one another and create a bank of go-to content ideas.
Having an editorial calendar is a remarkably efficient way to manage your content. After you brainstorm a bunch of ideas, you can plan out the topics on an editorial calendar, giving your content team a clear visual of deadlines and posting schedules. You can create your own editorial calendar, have a tangible calendar in the office, or even use editorial calendar software resources.
The importance of having a workflow cannot be understated. The more eyes you can get on your content, the better, and building peer editing and proof reading into your workflow provides a safety net of reviewing. Common workflows include brainstorming, drafting, editing, approval, and publishing stages. Having a procedure makes executing production a structured process that produces high quality content.
Once your content clears the workflow stages and is published, you of course will want to publicize it. If you have a time sensitive piece of content, you should know how and where you’re going to post it in advance (i.e. Twitter, LinkedIn, news submissions, etc.). Even if it’s not time sensitive, it’s still a good idea to have a publicity plan in place to maximize the exposure of your content.
By providing outbound resources and links, you can get your users and viewers to value not only the content you produce for your own site, but to value your opinion as well. Establishing yourself as a credible producer of content is about more than driving traffic back to your own brand. By showing genuine concern for viewers and providing helpful resources, even if they aren’t your own, you can build a following of viewers who value what you have to say.
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