It’s also not just about optimizing that content for search engines. It’s not just about encouraging the readers to act in some way. Content management is all that and much more.

As a marketer, you should be focused on multiple aspects of content management. We’ll give you 7 tips to keep you on top of things.

Clarity Is the Main Principle to Maintain

Long-form articles are great, but they have to be easy to read.

  • Before you start composing an outline for the article, think: what message do you want to convey? That will be the main point of the article. Every single statement should be related to it. Write an outline that focuses the article around that message and doesn’t leave space for digressions.

  • Limit your word count! It’s OK to write less, but never write more than planned. If you go over the limit, it means you need to cut on the excessive talk.

  • Don’t use jargon. It may look cool to you, but not everyone will understand it.

Understand SEO

SEO is the foundation of content management. Every single piece of content you create has a purpose: positioning your site higher in Google’s search results. That’s one of the safest ways to boost the traffic at your website and attract “convertible” visitors.

You get that. The only problem is: SEO is continuously evolving. The moment you think you understand it, something new confuses you.

People DO Read. Give Them Value!

It’s true that most Internet users won’t go through a long-form article. The ones who care about what you say, however, will read your content if you give them value.

  • Remember rule 1? Keep it simple! Don’t use words only you and a few other special ones can understand. Measure the readability of each text before publishing it. Readable is a nice tool to use for that purpose.

  • Value is everything! Your content should answer people’s questions and give them solutions to problems. If you notice you’re not getting any results with your content, maybe it’s time to improve its quality and relevance. You can rely on AssignmentMasters, a tool that connects you with professional writers.

Pay Attention to the Meta Description

Before publishing the content, add a meta description to help Google locate it. The meta description is important for the search engines, but it also helps its users to understand what your content is all about.

  • Use your target keyword in it!

  • It must make sense. Don’t just use a list of keywords that looks like spamming. Write logical sentences.

  • Google SERP Snippet Optimization Tool will keep your description within the limited character count.

Get the Headline Right

Your content may be really valuable. If it doesn’t come attached to an awesome headline, it won’t get the attention you’re looking for.

The headline is the first thing your audience sees when you share the link on social media. It’s the first thing they pay attention to when they land at your website. It’s the focus of attention in Google’s results, too. In fewer words, it’s important.

  • Include the most important keyword in your headline, so the readers will know it’s relevant to their needs.

  • Convey the message of your article through the headline. No click baits, please!

  • Use CoSchedule’s Headline Analyzer to improve the appeal of the headline.

Think about the Design

What’s the word design doing in a post about content marketing? It’s a crucial part of the process. Where does your content go? How do you present it to the audience? The visual impression your content makes is one of the factors the visitor considers when deciding if they are going to read your piece.

  • Don’t present a huge stack of text! Organize the content in brief paragraphs.

  • Use lists and bullet points; they make the reading easier.

  • Infuse images, videos, graphics, and other visual elements along the way.

Drive the User to Take Action

When you read an outstanding article, you feel the need to do something right away. You might want to share that piece. Maybe you’ll like it, or at least you’ll comment on it. If the article is related to a product or service you were considering to get, you’ll be convinced you’re making the right choice and you’ll click the Buy Now button before leaving that page.

That’s what good copywriting does: it leads the reader to action. In the world of marketing, action is the ultimate response you want to get.

  • Understand your readers. Get in their shoes and learn what problems they are facing. Your content should show how the product or service will improve their lives.

  • Tell the readers what to do after reading your article. What action do you want them to take? Remind them!

There you have them – seven important principles to keep in mind when managing content for marketing purposes. Are you already implementing them in your practice?

 

[guest post by Kate Simpson]