Almost any digital marketer would attest to the importance of content quality for long-term success. The better the content is, the more people would eventually be attracted to the brand.
Whether we speak of content on social media, blogs, or videos, its quality is crucial in driving viewership and engagement.
Over the years, the main marketing advice given to digital marketers is – improve content. The problem is that this advice fits in almost every scenario. Improving content in any situation will almost always lead to better results for a campaign.
The reason this advice is not very useful is that it is difficult to implement it. Improving content is not objective advice in every case.
When most marketers seek to improve content, they think in terms of increasing its length, covering more topics, or better yet removing passive parts in the content.
One simple advice can mean many different things. This is the main reason why most marketers go blank when someone tells them to improve content. In this article, we suggest direct and effective techniques to improve the quality of the content.
Never Write a Paragraph Longer than Three Lines
Nobody likes to read a long paragraph. Even avid readers prefers shorter sentences and small paragraphs. It makes for a better reading experience and can be implemented with great ease.
Rather than thinking about the various complex techniques to improve content, marketers can just update existing content and make sure no paragraph is over three lines.
When doing keyword research, digital marketers have the habit of classifying each keyword into a given category. The one thing marketers know about their field of work is its large scope. Even when making a content plan for a simple blog, marketers have to shortlist hundreds of keywords into different categories and target each of them cleverly.
There are many different ways keywords can be classified into different categories. The key to keyword classification lies in the approach marketers take. There are different ways keywords can be shortlisted, each method differing from the other based on the way marketers are approaching their target audience.
This move alone will enhance the reading experience of someone on a website and reduce key metrics like bounce rate.
This simple rule of content popularity and topic selection is relevant now, as it has been since the time people started creating content, and will be relevant in the future. If content creators are able to write or create content on a topic which is popular amongst the masses, they are likely to get better engagement.
This is the reason why commercial movies earn more money than art films and mainstream niche websites tend to get a larger share of online traffic.
Look at the current pandemic crisis as an example. During this period, content related to DIY segments like cooking has found many more takers because this is the type of thing people want to see right now.
Have a Good First 100 Words
The first hundred words of any content you write are essential. For one, search engine crawlers tend to value important keywords in the first 100 words of a content higher than others. Secondly, the people reading your content would decide whether they want to read your content or go elsewhere within the first 100 words.
Thus, after you finish writing any given article, set aside some time to write the first 100 words. This is crucial for long-form content for which a writer ideally wants a reader to stay for a longer time. Giving more attention and effort to the first 100 words can produce instantaneous results. For marketers who have been in the field for a long time, share of voice wouldn’t seem like a new term. Just as companies measure their market share by the number of customers they have, share of voice is used to measure the marketing presence and visibility a brand has compared to competitors.
In the old days, share of voice was used to measure the share of advertising a company had in mediums like newspaper, radio, and television.
In conclusion, this article covers some of the essentials of improving content quality. Since improving content can often be vague advice, we discuss actionable tactics which deliver promising and effective results.
About the Author – Harish Sharma is a content executive at a well-known marketing firm in Delhi. He has years of experience in content marketing and development. He also writes in-depth guest posts for DelhiCourses.in, one of the best & top 10 digital marketing institutes in Delhi.