5 Secrets of Better Content Creation
Why do some sites see tons of shares and comments and others…well virtual tumbleweeds come to mind.
It’s not a magic formula or the world’s best writers, though that helps. These brands have been able to tap into the secrets of content creation that so many don’t bother learning.
These secrets help brands create content that’s primed to get read and shared because it’s focused on what their ideal customers can’t wait to read.
You probably want to know what these are, right?
Well, you’re in luck. We’re going to let you in on a few of them. Follow these secrets, and you’ll start creating better content.
Secret #1: Have a content coordination plan
Already have a content calendar? Awesome.
But that’s not enough. You need to have an entire plan around every single piece of content you create. That means understanding not only what you’re going to write, but how you’re going to promote it too.
- Which sections will have killer graphics?
- How can you create at least 5-7 additional pieces of content from this one?
- Who can you approach to share all your content?
Understand all that, and you’re on your way. The best brands focus beyond creating content and document the process for how they coordinate it.
GaryVee Content Model
Marketer Gary Vaynerchuck understands that better than anyone.
Recently he shared the GaryVee Content Model detailing how he gets over 30 pieces of content from every keynote he does.
Secret #2: Focus on headlines
There’s no doubt you’ve seen this quote before:
On average, five times as many people read the headlines as read the body copy. – David Ogilvy
People share that because, well it’s true. Headlines matter.
Your headline is going to be the thing that motivates people to click.
So how do you create headlines that generate excitement? Hit three common success points.
- Emotional: Tap into psychology, use power words that drive curiosity, or make people feel happy, even angry, these will drive clicks.
- Benefits-driven: Think about the results someone is going get, the overall outcome, from your content.
- Lists: People love list posts, data shows they get clicked on and shared more than other types of content.
Secret #3: Use a hub and spoke model
Stop thinking about your site as “just a blog.”
Instead, approach it as an information library. A place where your customers can get all the information they need on one topic.
The easiest way to do this is through creating a hub and spoke system for your content.
Here’s how it works.
- Step 1: Create an awesome in-depth evergreen post that covers the main keyword you want to rank for. This is your hub post.
- Step 2: Create a bunch of related posts that tie into that main one. These are the spoke posts. These can dive into a specific point, topic, or section of the hub post, for example.
- Step 3: Highlight these spokes when readers are on your site. It’s going to direct them to more information and keep them on your site longer.
A model like this helps keep you focused on the content that ties in with your keyword strategies and your areas of expertise.
Secret #4: Embrace data
Before you start thinking embracing data means you have to grab your lab coat, hold on. There are lots of different ways you can use all of the data you collect in your content.
Here’s a good one: create your own study on a particular topic in your niche. It doesn’t have to be super in depth or time-consuming.
A whitepaper that collects valuable information and shares it in a useful way can gather a ton of traction, not to mention links, from other related industry sites who are citing it in their content.
Also, think about data in terms of testimonials and case studies. Every brand has at least one successful customer story.
Take information from these stories and highlight them. Data tells us that social proof, in the form of reviews, case studies, and testimonials helps drive conversions.
Secret #5: Go interactive
You can’t forget style either. Surprise and delight your readers by creating interactive content that they will love.
Games, scratch-its, quizzes, videos, and infographics can all be part of your content collaboration plan. Beef up their impact by creating an interactive component to them.
This type of content connects with customers which helps build trust over the long term.
Interactive content is also a sneaky good way to beef up your email lists or click-through rates. People want to play and have fun so it’s not nearly as big of an ask as a conventional request would be.
Time to Get Started
The secrets are out. So now it’s up to you to start creating better content. Use these tips, and you’re going to be off to a good start.