It’s one thing to find great keywords, but it’s another thing to get them to the right people. Understanding how to create relevant content is very important especially if you want to be an effective blogger in your niche. There are many ways to implement this and I’ll be happy to walk you through the process.
What is Relevant Content and Why Bother
It means writing content that your audience can relate to and would want to engage with. Relevance is getting your content to the right people and making sure that it would fit in their best interests.
So the question is, “why is relevance important?”
The Internet is filled with tons of information, so massive that content creators are literally competing with each other for your attention.
As a blogger who is just starting out, you know you’re going to compete with the top players in your industry. While your intention is good and sincere with your content, it might long be forgotten by search engines and be buried under the industry leader’s content.
So how will you stand a chance in this huge content world? By creating content that is relevant to a particular audience. It really makes no sense to compete with the Goliaths. That’s why you’ll do better by targeting only the people that matter in your niche.
This in turn rewards you with better conversions and higher search rankings for your website. People are more willing to subscribe to your email list, follow you on social media, and perhaps buy products or services that you recommend.
However, it might take a while before you truly master the art, especially if you’re relatively new to blogging. In the next part, you will discover what it takes to make your blog relevant and at the same time improve your search rankings.
Create Relevant Content by Following These Tips
I know you’re spending a lot of time trying to get people to your website. But when they do get inside, is your content prepared to serve them? If you think not, then consider following these practices:
- Create a Buyer Persona
Buyer Persona is a hypothetical character that represents your ideal, buying customers. Regardless of what niche you enter to, you must provide at least one for yourself. It will serve as your reference for all your marketing efforts so that you’ll attract only the right people in your niche.
Identify their demographics, interests and key frustrations because these data will give you an idea on what content will deem relevant to them. To know more, visit this article by HubSpot on buyer persona.
- Conduct Your Niche Research
This works side-by-side with buyer persona in order to create your content marketing strategy. Some key factors you might consider include demand, competition and profitability of your niche. If you don’t know how to do this, just look for case studies of various people on the Internet and follow their lead.
But if you’ve already done this, I recommend that you keep learning more about your niche and get updated with the latest news. It allows you to see the big picture and therefore improve your ability to create relevant content.
- Narrow Down Your Topics
It might be tempting to go for broad topics where people gather in the search engines, but it’s totally a bad idea. For example, when people type “drones” in the search query, they are not really looking to buy a drone. They are just trying to find out what a drone is.
The more words people type in the search engines, the more they actually know what they’re talking about. Conversions often happen in more specific, long tail content. That’s why if you narrow your topics and target these select people, then you’re in for a treat!
- Work on Your Headlines and Introductions
It’s very important that you create a compelling headline with an enticing introduction. Learn the concept of hooks and power words and use them for your blog posts. Grab some inspiration from advertisements as well because they are great attention-grabbers.
Be so good at this part of your blog post because this is your only opportunity to show to your readers what your content is all about. People don’t necessarily click in the top 3 results especially if they see a more compelling title in the no. 4 spot.
- Create Evergreen Content
You want your content to be effective for a long time so that it could serve more people. The way you do this is by creating evergreen content on a continuous basis. Examples of evergreen content include How-to’s, Lists and Beginner Guides.
By the way, I don’t have any grudge on creating trending articles or blog posts. However, you must strike a balance between evergreen and non-evergreen content. In the end, it will depend on your niche and your SEO goals.
- Write Your Content in a Simple Way
You don’t need to show off your expertise by talking jargon. Writing in simple words is actually better because it helps your audience to understand you more. This is great news especially to bloggers who are not native English speakers (like me).
I know you’re very knowledgeable and awesome in your chosen field. The challenge then is to get your language down to your audience’s level. Do this nicely and you’ll connect better with more people.
- Practice Your Keyword Research Skills
Focus on long tail keywords because they are more specific and naturally more relevant to people. They also have less competition and therefore increase your chances of getting into the first page of search results. In order to spot these keywords, use a powerful keyword tool to bring you the exact numbers.
Another way to find relevant keywords is to understand your readers’ behaviour in search. You can use the data from the keyword tool or ask the following questions:
- Why are people typing that particular keyword?
- What actions are they planning to take?
- Who are these people that are mainly doing the search?
Visualize and try to put yourself in their shoes to discover more about your readers.
Give Readers What They Want and You’ll Be Rewarded
Remember, search engines are the most common go-to places for people looking for information. The reason is mainly because they want to solve their problems and that they need the BEST answer possible.
Just look at yourself. If you’re trying to learn something, do you go to the library or buy a newspaper? Probably not. You would rather go to Google, YouTube or Bing to find results fast and free of charge.
Therefore as a content marketer, your job is to position yourself so that people will find you and understand the value you’re providing.
It’s okay to spend time promoting your website or blog to people. But make sure when they come, they’ll get what they want and be satisfied. You don’t want your readers to bounce off your site without having them do something for you. So as long as you’re not in this level, you can still improve so that you’ll create great content.
In the end, you’ll reap what you sow. It will definitely lead to higher conversions and rankings in search.
What do you do to create relevant content? What tips would you like to add to the list? I want to know your thoughts by leaving a comment below.