When it comes to inbound marketing content plays a vital role, not only to produce high search engine rankings from the relevant key phrases, but it also helps with branding, gathering the community and generating more business sales.
Take the example of internet marketing industry and you will find every other website creating tons of content on regular basis. Inbound.org, growth hacker and Hacker News are a few websites that monitor the best content in the industry daily and if you see they cover much more content on their websites then you can read in a day.
Long story short, in busy niches there is no shortage of quality content and it is very difficult to find gaps that you can fill (still possible). Creating content on continuous basis is still important, but in this article I am going to tell you what type of content you should create that is of high quality and stands out from the rest.
Great content is all about quality. While developing content, quality should be your number 1 priority.Even if your content layout is structured impeccably but significantly lacks in quality, all your efforts will be wasted in vain. On the other hand, content rich in quality but lacking expert design is likely to fair better.
First thing to keep in mind is that you need to make sure that your content is of high quality. Secondly, you have to design or develop your content in such a way that it stands out from the crowd and captures your audience’s attention.
Follow the ideas and tips below to make your content stand out and attract desired audience.
- A Well Designed Infographic
I know this idea is pretty much overused and the kind of traction you could see few years back is not something you can gain today, but still according to the study by Neil Patel infographics cater more traffic and links than a usual text-only blog post.
If you have a combination of relevant information and interactive graphics, you audience will gain more benefit from it. The most likely result is higher number of shares and link backs that lead to social and referral traffic, as well as links that help you with search engine rankings.
Designing infographics takes time and effort, but if they are good they hold the power to go viral which is next to impossible with text-only posts these days.
This infographic contains valuable information, if you see the date you will realize that it was released at a suitable time and the design was pretty much complementing the information. As a result there were 21K+ social shares and 147 links from 64 root domains for this infographic.
The focus should be on creating high quality content. Wait for the appropriate time, design the content in such a way that people find it interactive and promote it properly. In this manner you will see your infographic bear rich fruits in form of links, shares and traffic.
- Surveys and Data Collection
Data collection and surveys are amazing types of content. The great part is that it’s rare to find such type asnot many people (even in popular niches) are practicing it. If you are providing the right kind of data that answers the right kind of questions being asked, then the return of that data will be bigger than traffic, links and conversions.
In the SEO industry, salaries were a big question mark and people weren’t getting the information to answer their questions. Moz.com identified the gap and conducted a survey with a sample size of 3700 online marketers from different regions and came up with an answer.
This piece of content has definitely given Moz.com a big chunk of traffic, social shares and links, but what’s more important is the fact that it made Moz.com the number one website that offers credible information on SEO salaries.
If you have this kind of gap in your industry, invest your time and money on it and present the information in such a way that not only people get the exact answer of their question, but you should also present it in such a way that people can share the content with others within their circles.
- Regularly Updateable Data
As I have already discussed, in busy, popular niches people are creating content on a regular basis and there is no shortage of high quality content. In that situation what makes you stand out of the crowd is something different and more important to people.
Every industry (especially technology-driven one) updates from time to time, the idea here is to create relevant content to the niche and update it as soon as a need arises or an innovation update occurs.
Moz.com started finding gaps in the industry, they find Google updates as continuous and they compile and create Google algorithm history content. Now if anyone wants to see on which date what Google algoritum was updated, you simply go to this content piece and find all the necessary information.The best part about this content is that it gets updated as soon as Google comes up with a new change/update.
Find an area within your niche that is constantly changing and where people are actually in need of information. Create content and the return of that content will help you in becoming one of the industry/niche leaders.
- eBooks and White Papers
There are quite a few people who are working on white papers and ebooks. When it comes to ebooks both content as well as the looks of it is more important. If you are adding a great content but presentation is not up to the mark, people will lose their interest. So the idea is to write great content (if you want professional writers and editors to help you with ebook writing, express writers is the place to consider) and try to work on the presentation (this ebook creator seems very promising). So that your knowledge consumption and subscription rate both increased drastically.
If you are an industry struggler like myself then this eBook idea will not only give you traffic, links and conversions; but it will also allow you to get yourself noticed by influencers of your industry.
I have read many books on the topic of link building topic and by far the most powerful book I know is the link building book by Paddy Moogan. The problem I found was that there was no free book available providing insightful information about advanced link building,so Venchito Tampon and I wrote a book on link building for which we received a lot of respect in the main stream community.
I would like to share Mr. Tad’s comment here that he emailed me when I launched the book and asked for his opinion.
You’re awesome. You get better each day. It’s easy to become an expert in a rich country like I live in but you made it in unstable Pakistan where many people are illiterate and starve. You rock! Venchito too!
Look for problems plaguing your audience and what information they seek for free.Create content solving their problems and provide that information (content) to all audience for free.This will not only help you get links,shares and conversions, but this will also help you set yourself as a brand in the industry.
- Free Tools and Resources
This is a little different pointthan the one I just discussed, here your efforts lean more towards development, but again the idea and concept of the content piece is important. There are tons of free resources and tools available, but what makes your tool or resource different from the rest is your quality, how it responds to the audience’s problem and how good is its presentation.
There are tons of website analysis tools available, but what separates this tool by Neil Patel from others is the quality and accuracy of information about the website. I not only use this tool for website analysis, but this is the first tool I use before committing to anything on the client’s website.
If you have the time, resources and money to create such content the traffic, links, conversions and branding will be continuous. After some time with a bit of promotion, the traffic will come naturally and on a continuous basis.
There could be lot more ideas and examples if we dig more in to this topic, but here are a few lessons that I have learnt from my knowledge and experiences.
- Creation of quality content on continuous basis is important, but in order to stand out from the crowd you need a better and engaging presentation.
- You need to create big and meaning full content as this is one thing that not much people are doing at the moment.
- Data and statistics are always important.
- Infographics are not completely irrelevant.
- eBook(if containing valuable content) can help you with your branding endeavors.
- It is wise to invest in content like tools and free resources.
How are you creating content in your niche that sets you apart from your competitors? Please share with us in the comments section.