Creating Content With a Plan & a Purpose
Content comes in many shapes and forms be it copy, photo, videos, or infographics. It’s one thing to create content for print, but it’s a completely different ballgame to create content for the internet. PIN leverages data trends to create relevant and meaningful content to be deployed at the right place and the right time.
STRENGTHEN CUSTOMER RELATIONS THROUGH EFFECTIVE CONTENT
PIN supplies clients with content that speaks to their audience. PIN believes that content shouldn’t be dull, it should be disruptive! When PIN says “disruptive” it means that creative is built to reduce the likelihood of “ad blindness” so that your business stands out from the crowd.
BENEFITS
OF CONTENT
PIN understands all things content. Many marketing agencies rely on other creative agencies to produce and send content for syndication, however, PIN produces everything in-house.
First, you have to identify your audience. Understanding your audiences’ likes, dislikes, interests, and needs allows you to create content that is entertaining and educational.
You have to find out if people actually want to know about this particular topic. You do this by studying trending topics and keyword search volume for queries related to your topic. Knowing what subjects matter at the right time set you up for success, putting you ahead of your competition.
Some content is better written up as an article while some content is better shot as a video. Some content is more easily digestible and retainable as an infographic or podcast. This takes some serious thought in most cases.
There are people who would rather listen to a podcast than to sit and read an article about the same topic, while others would prefer to watch a step-by-step recipe video than follow the written recipe on a blog. Knowing how your audiences consume content allows you to create relevant pieces of each type.
Structuring your content for readability and incorporating Search Engine Optimization (SEO) best practices is not only more appealing to your audience, but also to search engines who have to rank your content for certain keywords.
Utilizing numbers or bulleted lists makes content more scannable and easier to read. Embedding videos and images adds more information or entertainment value to your content and, if your content is written, break it apart with headers that describe what each content block is about. All these factors add SEO value in terms of providing structure and depth of material.
Optimizing a YouTube video for search is just as important as optimizing an article. Even podcasts can be optimized for organic search with the use of transcription software to upload a written recap of the episode.
When it comes to photos, putting in keyword-laden alt text helps guide search engines as to what your photos depict.
And with any content, make sure you do a solid spelling and grammar check before publishing. Nothing damages credibility more than scrimping on proofreading.
It’s human nature to want to take the path of least resistance, but NEVER copy and paste someone else’s work without proper attributions and links or a cross-domain canonical tag. Duplicate content is a major no-no for SEO best practices and can give you a reputation as a content stealer. Your content may possess the same concept as a different site, but work to put your own subject-matter expert spin on it and make it your own.
If you had an article or blog post that performed well a few years back on an evergreen topic, give it a facelift by adding some new photos, writing additional copy, embedding a video, checking for broken links, and maybe re-writing the title or headers if needed. Search engines love fresh content which means your work gets a new crawl and a boost in search rankings.