What happens when you decide to do something new? Take on a task that you know you can perform, and may be you have even mentally and theoretically trained yourself to perform it, what happens then? You still end up making so many errors and feel frustrated about it. Now this is isn’t some philosophical article where I’m going to tell you that failing is absolutely normal and necessary in order to gain success. But I am going to tell you that, as a content marketer, there will arise many such situations where your content will go through at least 5 to 10 editing and changing processes before you actually create something that will earn the most links. That’s just how content marketing works, not life but content marketing and social media strategies.
It’s easy to think that for your next content marketing campaign, you will use a set of new, creative ideas to garner not only more links but also more attention, likes, shares, sales, and what not, but it’s a whole different story when you actually have to sit down in front of your laptop and put these new ideas into words. Please let me re-state this point in another manner; what I’m saying is that it may be difficult (for most of us), but it definitely is not impossible. So before you start rethinking your life’s purpose, let’s talk about how you, as a content marketer, beginner or smarty pants, can create content with an improved link-earning potential.
Little elements that can change a lot.
You were expecting some point by point list but that doesn’t work. You may read such lists all you want but that’s never going to really change anything. The best way to approach this is to deal with topics as and when they come.
When you’re creating or trying to create that ridiculously “perfect” content, ridiculous because there’s no such thing as perfect content, or perfect anything as a matter of fact (okay, now I am getting philosophical!). Anyway, the creation of content doesn’t require some sort of a format or rule book, so it’s time you get that out of your head. Original content that is created for other people’s benefit is also not the right way to go about it. Content is created to entertain you, not teach you some kind of a boring lesson, right? So the next time you’re trying to pen down your thoughts for you next content marketing campaign, try to think of different ways in which you can relate to your audience.
Relating to your audience doesn’t mean getting emotional and targeting their vulnerabilities. It means writing about what they like to read, while at the same time striking an emotional chord so they can clearly understand the point you are trying to make.
In simple words, select a pop-culture theme and combine it with a meaningful message, something that highly matters to them, and that’s it. There, you have your content strategy ready. Obviously, this is easier said than done. But remember that, when your content is something that your audience can relate to in a way that somehow changes their perception about a particular situation, or simply just makes them smile and wonder, then that type of content is most likely to include links.
Why so emotional?
Because that has proved to work. This particular “magical” factor has done wonders for countless content marketing campaigns, taking them from zero to hero in no time. And that’s only because people love to read, see, and experience what they actually care about and not some stupid, superficial shit. I mean why on Earth will I want to read a whole paragraph about a particular product’s ancient history. I mean seriously! How can a company actually PAY someone to write garbage!
Coming back to the “sensitive” topic. Campaigns with an emotional impact, be it a slight emotional response or an emotional stroke, have proved to secure many more placements than “robotic” campaigns. But it is important and now extremely crucial to remember that being emotional doesn’t mean highlighting some flaw about your audience and then banking on it by providing a solution to de-emphasize it. That’s not marketing, contrary to popular belief. The true meaning of striking an emotional chord is pairing a general, universal interest with a relatable emotion. You will notice that such successful content marketing campaigns have some sort of a surprise factor as well that contributes in strengthening the emotional response, which in turn gets comparatively more placements.
(Placement means when someone else writes about or mentions your campaign)
You get more links, but do they matter?
Say you create awesome content and attract quite a few links, including nofollow and dofollow, but are these high-quality links from suitable high-authority sites? You don’t know? Then please find out. And when you do, you will realize how important it is to earn worthy links from sites that have a comparatively higher influence on the web. It’s called high average domain authority.
The best way of achieving this goal is to create content that has a wider appeal. Write about a broad and universal topic so your content can be exposed to a comparatively wider range of publishers. It’s common sense, isn’t it? So no matter the type or amount of links you win from a particular site, in the end the site’s influence and dominance over the web matters the most when it comes to measuring your content marketing strategy’s success.
This is better and that is worst.
In content marketing terms, the above subheading is simply self-explanatory. While creating content, when you use the elements of rankings or comparisons, they immediately tend to attract more attention, which is known to provide the ultimate fuel to the fire. Across many social media platforms, you’ll see how one brand/company is pitted against another to create a spark that generates online discussion (this is better than that and something else is even better than that). And where there is more discussion, there is more placement potential.
To a certain extent, it doesn’t even matter if the topic is not related to your brand, so long as you have your audience’s attention in order to increase your brand value by increasing the chances of links, you’re doing the right thing. So don’t underestimate the power of rankings or comparisons as far as content is concerned.
Remember that you can use geography with your content too.
A better way to explain this would be by giving you the simplest example.
Let’s say you decide to create a campaign about influential women YouTubers and let’s say you’re from India. You decide to feature 10 women, 10 Indian women only. And you create the most entertaining and attention-grabbing content by using the elements of rankings and comparisons in your campaign. And let’s say that you even secure quite a few links from websites with a high average domain authority. Now, let’s compare this to another idea that I have in mind for the same campaign.
Now unless the main goal of your article is to list only Indian women YouTubers for whatever reason, there’s absolutely no need to impose such a geographic restriction to your campaign. Why list only a particular segment of women YouTubers when you can create a geo-focused content in order to garner more attention from countless international publishers as well? Let’s say if you had decided to incorporate a geographical angle to your content by including influential women YouTubers from other countries such as US and Europe as well, then your equally attractive content would have been able to secure many more additional links. So what sounds better?
What the pop!
The road to content success is crowded with pop culture. And this is a good thing by the way! Whether 20, 30 or 50, online audience scours for content that they can relate to and share with others to seem relatable to the rest of the world. And what’s more relevant to them than pop culture! Well, there’s a lot of other stuff too but pop culture-themed campaigns secure the most number of links because people love to share such stuff with anybody and everybody. True story!
Depending on the kind of audience you’re looking to target, pick your pop culture theme wisely (movies, musicians, TV shows), and make sure that you don’t limit your reader base again by limiting the potential audience to only one fan base. Create content that has both old and new relevant pop culture topics so you can attract all types of people to get your content shared more broadly. And, in fact, creating content about the trends of the present along with the past does seem to generate feelings of nostalgia among the comparatively older generations, who are more likely to increase the link potential of your campaign. But, at the same time, don’t underestimate the power of the new generation as well. Create something for all.
There are many more elements that you can use in your content to increase its linking and sharing potential. I’ve listed the most general and impactful ones that you can easily incorporate in your next campaign without having to read monotonous articles about how to create compelling content. There’s no such thing, please accept this fact and kindly move on. Create something entertaining, create something original, and create something that you want to create. It’s that simple. Okay, it’s not that simple but whoever said that practice makes a man perfect must have definitely been a content marketing professional.