Want to generate more user traffic for your website in 2020? This means leading with quality digital content that does more than give a sales pitch. One of the latest ways a Florida SEO company can help improve your web content is by adopting a more journalistic style to your content marketing strategy, writing copy that is:
• Easy to read
• Educational or Informative
• Relevant to your brand
• On timely topics & issues
Customers will engage with content that is researched in depth, knowledgeable and offers valuable insights, and most importantly, answers their questions. Here are five ways in which utilizing journalistic approaches in your content marking can help improve your SEO.
Understand Your Audience
In order to truly connect with customers through your content, you need to understand who you’re writing for. What is the target demographic for your business, what are their needs, and how are you planning to meet those needs?
Remember to consider your demographics’ values, attitudes toward certain topics, their interests and hobbies, and definitely how they consume digital media. You should be tapping into those data points, and using them to construct your content strategy.
E-A-T: Write Purposeful Content
E-A-T is an important SEO copywriting tactic that compliments writing with the journalistic approach of writing with a highly specified purpose in mind. The acronym stands for—
Expertise: demonstrates your knowledge on a given topic, and why you’re qualified to speak on it.
Authoritativeness: establishes your credibility as an author and content creator.
Trustworthiness: signifies to users that they can be confident in you as a source of information, and as a business.
E-A-T encourages writing with a purpose, and on topics that are relevant to the user.
What is considered relevant?
Topics that answer common or current user questions and queries, just like how Google and other search engines are compiling relevant information to answer searched questions, and will then compile webpages for the results page that best answers those questions. Google crawlers are looking for information that is well researched, easy to read, and demonstrates the tenets of E-A-T.
Use Reputable Sources
Part of doing your research is using reputable sources, and from relevant, trustworthy ones within your industry. Citing your sources, both in-text and with links, can help you earn crucial backlinks for your SEO in return.
These sources can come from partners or influencers (also within your industry), where you can even collaborate on content to provide something truly creative and beneficial to your existing, and potential customers alike.
Write for Quality & Quantity
High-quality content is the backbone of the journalistic approach, and why SEO marketers are making the shift that search engine algorithms have already made. While how much content you should be producing in each piece is still up for debate, the consensus, as far as SEO is concerned, is that content between 600 and 2000+ words ranks higher on search engines than shorter content pieces.
A higher word count means that users don’t have to go to another website for more information—the answers they need have been answered, exhaustively and comprehensively in one webpage.
Create an Editorial Calendar
To better organize your content ideas into a cohesive schedule, create an editorial calendar that maps out: what your content will cover, when it will be covered, and where it will be posted. This could not only apply for webpages, but also for:
• Social Media
This can include any other content campaigns you intend to create and develop within your digital content strategy. You can make your calendar according to your needs, from week to week, month to month, or by campaign frequency—whatever makes the most sense for your business.