What determines quality content? There are dozens of articles on the subject on the web. To allow you to find your way around and access information that is both clear and synthetic, here is the checklist that I have concocted by listing the 8 points that seem essential to me for quality to be there …
Before you start, keep in mind that you write primarily for “humans”, “real people”. You do not write for robots even if the Google spiders will give a serious boost to your visibility … provided you play the card of quality and authenticity in your communication process.
Before you want to sell at any cost, you will need to be useful to your (future) customers.
1- Write for your ideal client
You do not write for fun but for your ideal client. Before writing any lines, you need to know everything about him or her. In other words, put yourself in his shoes like an actor would:
- You must know how to speak like him;
- You must know his way of life;
- His passions and hobbies must have no secrets for you …
In communication, this is called consumer insight.
You know your target so well that you know exactly:
- What are their needs;
- What motivates her in life;
- What problems it faces;
- What are its constraints;
- What brakes you will have to remove in order for her to be tempted to buy your products or services.
By knowing your target intimately, you will be able to position yourself as THE SOLUTION questions she’s asking, THE ANSWER to his problem, to his need.
And you will answer it using his vocabulary … before even looking for keywords!
# OK BUT… I DO HOW?
To know your ideal client, use the “buyer persona” technique. Create a character from scratch with:
– A photo that represents him;
– His first name ;
– His job ;
– His family situation;
– His age ;
– Her personality ;
– His hobbies;
– His beliefs;
– His leitmotif in life…
2- List the subjects that captivate your target
Forget for a moment the business, the numbers and everything you think you know about marketing! Think only of what your customer is very interested in. Do him a favor, help him by listing the subjects and articles he needs and who will attract him like a magnet.
Do not fall into the trap of offering your ideal client marriage from the first meeting.
3- Write a subject at the same time … but in a rich and detailed way
One article = one piece of information.
Before you start writing, write just for yourself, the specific topic, the main message you want to get across. THERE IS ONLY ONE. If you’re tempted to say it all:
- You may be scattered;
- Your article will not be clear to your readers;
- You’ll find it hard to structure and write it down because you’ll find it difficult to separate what is important from what is not.
Do you have a lot to tell? So much the better: separate your information into several articles.
4- Put a consistent page online
No need to write less than 400 words. Without going into an expert debate, the best positioned pages on Google are the longest pages. If you have information, do not hesitate to exceed 1000 or even 2000 words or more if your subject deserves it.
This article counts 1,336.
# I AM TELLED THAT THE INTERNET USER DOESN’T READ THE TEXTS, IS IT TRUE?
Be sure, if you serve him the information he’s looking for on a platter and that it meets its expectations:
– He will take the time to read you;
– He will be concentrated while reading;
– You will become his favorite source of information.
5- Start with a subject that you are passionate about and with which you are comfortable
You will not always have a choice but I recommend that you start by writing a topic that you feel really comfortable with, one that you can talk about for hours. If you are passionate and convinced by the subject:
- The words will come by themselves;
- You will enjoy writing (Yes Yes !) ;
- Your enthusiasm will be communicative, it will be felt in your style;
- You will easily reach a good length without much effort;
- Your article will be lively and impactful.
6- Write regularly
On the internet, forget the one-shot! The key to success is consistency.
Imagine that you are subscribed to a monthly magazine. It arrives in your mailbox always the same day and you may be looking forward to it. If it is sent to you often late or if it appears every other time, what will you think?
For a blog post, it’s the same thing: your credibility and your seriousness are at stake.
Better to write less often but regularly.
- Once a week: this is the best!
- 1 time every 15 days: it is correct;
- 1 time per month: it is not much but if you are sure to stick to it, it is perfect!
7- Keywords without crushing yourself
Eh yes ! If you find a specific angle to your article and it is long enough, many keywords should appear naturally.
# AN EASY TECHNIQUE TO FIND KEYWORDS, IS IT POSSIBLE?
To get by without spending too much time, here is a simple technique in 4 steps:
- Make your brain work : put yourself in the place of your reader and list the words and expressions that he is likely to type on his keyboard to find you;
- Inflate your list with synonyms;
- Expand your list with Google’s keyword research tool by going to the “Search for new keywords” page (it’s free but you need a Google Account);
- Identify a main expression you want to position yourself on and include it in your title.
# BUT OF COURSE ! Keep in mind that a keyword is a question that the user poses to the search engine. Your challenge: to be the answer to this question.
8- Respect the ideal structure of a web page
You did not know it ? There is a structure and formatting of ideal web page to please Google and to entice the Net surfer:
- A catchy title with your main keywords;
- An introduction of 3 to 4 lines which has two objectives: to communicate the essential information and to make you want to read the rest of the text;
- Subtitles to ventilate the text, restart reading, catch the reader’s eye (they should ideally contain keywords);
- A main visual and one to several secondary visuals to illustrate your page and make it more attractive.
# REFERENCING TIP: Remember to name your image files with keywords and put a few keywords in bold.
- A bulleted list to improve readability as soon as you have a list of more than 3 to 4 criteria;
- A space every 10 lines approximately;
- 1 or 2 hypertext links to another page of your website, just to invite your reader to stay and browse as long as possible on your website;
- A “call to action” at the end of the article: this is a link to your “Contact” page, a “Products” page to encourage the reader to make an appointment or to buy;
- Resources to be useful to your reader: a PDF file, a link to another website. Even if he leaves your website by following your link, the user will remember that it was you who provided him with this resource or this additional information;
- Interactivity: with the icons of your social networks to encourage Internet users to follow you wherever you are!
Do you want to complete this checklist? To your comments!