Time is precious. If you are looking for information, you want the best information that will help you immediately. Many companies do not yet realize that. Their pages, blogs and posts are about themselves, not about the customer. They don't want a we-of-toilet-duck story. Google understands this very well: content that helps visitors simply scores higher in Google. But how do you create this super content? In this article you get all practical tips and tips for practice.
What is it? Super content - 10x content - Skyscraper content
What are we talking about? Super content falls under content marketing: the strategic use of very valuable content to put your company on the market, in particular via Google. Long copy. Rand Fishkin of MOZ calls this 10x content and Brian Dean calls it Skyscraper content. It is about content that is super, 10x better than the rest and as one skyscraper towers above everyone. It provides the best answer to a relevant question.
- "Why instagram for companies"
- "Why use # in instagram"
- "What is a shoutout on instagram"
These are questions from people who are seriously working with Instagram. Google sees that my article about Instagram marketing answers all these questions. It consists of 2300 words, gives the history, recent figures, motivation for companies, explanation, checklist, 9 tips for interaction, explanation about selling on Instagram and a short video explanation about influencer marketing. See for yourself how high you think the article is in Google.
Which four conditions must super content meet in order to score higher in Google?
- It supports your marketing objectives. So it provides you with more traffic via Google, offers content for Facebook and leads to a conversion.
- It helps your target group. It provides answers to questions, including those that have not yet been asked. Think in: what, why and how. Start from your target group and work towards your goals at the same time.
- That's right. This includes a lot, because it is about the hygienic factor. So * deep breath *: works on all devices, cookie notification, images correct, no HTML errors, secure (HTTPS), fast (according to Google's Pagespeed test) and it reads pleasantly (lists, short paragraphs, images, video, not too much advertising) .
- It is much better than the rest. Not a bit: super content is clicked more often in the Google search results, visitors stay longer and you get backlinks because your content is the best to refer to. It is complete, informative, clear and fascinating. All again signals that make Google place you higher in the results.
Why should companies choose super content? Because Google chooses
Super content mainly sounds like something writers (hi!) Think of to create work. That's right, but it also provides companies with concrete business results:
- Search traffic. Higher positions in Google. That results in more quality traffic that stays on your website for longer and then converts to new customers. This is necessary because scoring in Google is becoming increasingly difficult and Google gives much more attention to their own paid advertisements. The commercial consideration to make: what can I save on Adwords budget? But note: SEO (search engine optimization) and conversion optimization is also still needed.
- Stand out. Everyone becomes a publisher. Just look at your energy supplier, the insurer, the charity, the financial advisor and the region in which you live. All branded content: the company as the sender. The main reasons are market forces and the new attention economy as a result of the internet revolution. Are you in? If so, what is your story and why is it worth it?
- Expectation. Have you ever bought something at Wehkamp or Bol.com? And then something at a small, unknown webshop that you found via, for example, Beslist.nl? How was that experience? Did you miss product information, videos with explanations or reviews? Our expectations continue to grow, thanks to the experience with major brands that are doing exceptionally well. Now, regular and local customers will continue to feel a bond with you, but thanks to that internet revolution, your market has become much larger. Big brands eat away your customers and give a pleasant one overall customer experience: a great customer experience. Moderate content is no longer sufficient.
If you ignore your content, you lose Google as a source of income, you lose the attention of your target group and you no longer meet expectations. That means that you have to use other resources (especially social media such as Facebook and Instagram, but also for example events and email marketing) to reach your target audience, offer a much better product or lower price and find other ways to meet expectations.
Quick start with super content? Explore the market to get higher
You know what super content is and why it is interesting for your company because Google. Sigh. Okay, and now definitely getting started? Yes. But of course you do content creation in an effective way. Take a look at the market before you start writing:
- Keyword. Start with a keyword that connects your target group and company. A keyword search tells you which keywords match your business and offer sufficient search volume. For Bloeise that was for example B2B content marketing. As an Adwords advertiser, you can still see the exact search volume in the Google keyword planner, otherwise you will only see a broad range, but that gives enough clarity.
- Objective. What do you want to achieve? A webinar registration, a download, a sale or contact request? What is your average worth? What role does Google play? In my own example of b2b content marketing, I offer a download for a newsletter subscription. Consider what you need to set up to make the process work well and smoothly.
- Estimation. Search for your keyword in Google and do a competition analysis: is there already super content? How high is it in Google? How complete and objective is it? Which questions are not answered yet? This gives you a picture of the necessary efforts. Your super content does not have to be 20x better. See what your competitors are doing and what you need to do to surpass that.
This takes no more than a good hour. If you find that too much time already, then marketing may not be your daily task. Before you really get started, you first have to think so that you can work effectively. With too little search volume, no clear marketing objective or too much competition, you can immediately draw conclusions and switch on time.
Super content creation - 8 practical tips for writing quickly and efficiently
Writing is not for everyone. However, with some useful tips you can already take big steps. The keyword is repeat. To learn by practise. A list helps you do the right things:
- Collecting questions. You have your target group, the keyword and your own offer. Now answer as many relevant questions as possible and prioritize them. Start with your offer: what are common questions from customers? What do you need to know before you can choose a product or service? What are the conditions and how do you find out? Go google your keyword: which new keywords and questions do you find in the headings, meta descriptions and pages of the search results? Enter your keywords in Google's keyword planner: which other keywords do you get? Are they relevant? What search intention is behind it?
- Collect answers. This falls under content curation, or reuse of existing content. Look at what you already have, in the form of brochures, product information, videos, images, etc. Often this is simply not digitized or used only once. Also look externally: YouTube videos that you can embed and infographics that you can post. You can get tips, lists, insights, conditions, starting points and argumentation from the pages of your competitors, but pay attention. Do not commit plagiarism: no sentence may remain the same. Enrich the content: combine all tips and use only the very best. And of course, come up with interesting points yourself!
- Google in English. The Netherlands is small and the world communicates much more online in English. Use English-language keywords to find English-language content.
- Create a structure. For example, look at this article what you are reading now: I started with what, then why and now you are in the how. Which questions are crucial? How would you rank it? Which keywords fall under which part?
- Get your target group moving. Super content is quite a mess to read. That's why you have to start with a reason to read. A promise that fits in with what your target group wants to achieve (cost savings, convenience, saving time, effectiveness, more sales, etc.). Like getting higher in Google. You can also use threatening language, think of the 'millennium bug', the cookie law, the internet bubble and now the GDPR (Unknown? Googel but ... or maybe not).
- Provides insights. SEO texts often offer no value at all, and that is not super. Remember: what should your target audience achieve? What issues do they have to deal with and what are important insights? This forms the burden of proof in the value of your super content and helps to convince you that you know what you are talking about.
- Make a story. You not only write the parts together, but you entertain and combine information with reading pleasure. Think short sentences, explain professional jargon, not unnecessarily difficult language (because not everyone is equally "eloquent“), A bit of humor and alternate heavy subjects and lightness.
- Make it visual. Google image and interest your keywords. Which images explain your concepts well? Can you reuse or copy it? YouTube your keywords, which short video supports your story? Think about your story: would a picture help? Is there a budget to put a designer to work?
View Rand Fishkin's 8 min explanation about 10x content and Google.
Subtitles are available with the fourth button from the right.
Super content needs a super context - checklist with 10 points of interest for the content marketer
You have created super content. Bravo! And now? Well, it has to work for you. That is where the copywriter transfers the baton to the online marketer. Or, this is what the content marketer does differently. Check these points to make your super content score for your company:
- Re-read. Let someone from your target audience read it. Is it good? Fully? Informing? And check the grammar: are the sentences correct? No spelling errors? Not too long sentences?
- Place in the CMS. And take your keywords into account. Think of the title, slug, headlines, read-through bar, keyword processing in meta-description, internal links, tags, categories and social media texts. For WordPress, the Yoast plugin for SEO helps.
- Collect images. If you already have images in the CMS, check whether the file name and alt image matches this content. Pixabay.com is perfect for free images, that's where they come from in this article. Use Google image search for inspiration. Put images in the CMS with the correct file name, alt-image tag, description and in the right size (or use an automatic resizer).
- Conversion optimization. A profession in its own right. What is the next step for your reader? Is that immediately clear at the start? And at the bottom? Are the buttons clear? Is there a good foundation? Are there any things on your page that are distracting, such as a banner for something completely different? Does the standard pop-up banner have to work here?
- Test. No, do not skip this step. Test from another laptop or PC: can I find the page in Google? (no, use Fetch as Google in Google Search Console) Is the title and meta-description correct? How fast does the page load? State the right message above the fold? Can you quickly head to see what it's about? Is it boring without images? Are you being pushed to conversion? How does the conversion work? How does this all work on a mobile, iPad or in another browser? Does this make you happy as a potential customer?
- Place in the website. Can you place a link somewhere in the menu? In the footer? Are there internal pages about the same problem, or targeted at the same target group? How can you refer to your super content?
- Place in your channels. Make a large item in your newsletter. Several smaller Twitter posts and a LinkedIn or Facebook post that evokes interaction.
- Place in your organization. Does everyone know everything about your super content? Is it right with you? corporate story and communication? Has everyone read and understood it, or is this something for a short knowledge session?
- Link building. Google looks at content and at links. Provide incoming links to your super content. (shameless self-promotion: you can also outsource link building!)
- Analyze. So you can keep improving. From Google Analytics: where do visitors come from? How long do they stay on the page? What is the conversion like? From Google Search Console: on which keywords is your super content page found? Can you process it more in title, headings, text and meta description? Via free tool Hotjar: how do people scroll on the page? Where do they stay?
Read more about applying? In this article I give a step by step explanation how to deal with realizes super content newsletter subscriptions.
Conversion: content marketing session
Of course this page must also refer to a conversion: otherwise I give all those practical insights (from practice) completely free and for nothing! As a reader who has come that far, you naturally want to get serious with this topic. It is new to you. After all the tips and explanations, your challenge is now: what next? How do I do this efficiently and successfully? I offer you one for that content marketing session. A telephone 1-on-1 in which we discuss your objectives, target group and approach. You get personal advice and practical tips so that you can get started with your super content to get higher in Google, help your customers and score new leads.
- Blogs for Dutch Cowboys and Emerce
- Founder Bloeise
- Writer and content marketer
- Helps various partners and B2B companies with their content marketing