Next on the list, check out the competition. Looking at what has and hasn’t been successful for your competitors. This gives you the foundations to build successful content, add in your own genius and make it even better.
Competitor analysis is definitely not about copying what anyone else is writing; it’s about understanding their strategy, assessing what has been effective and utilising the good stuff to generate ideas for your own content.
It may seem an obvious point, but researching and including target keywords in your content will reach out to the relevant reader. More recently, long-tail opportunity has surfaced as a vital research requirement for effective content.
Generally, long-tail keywords and phrases have less search volume than other target keywords so many content creators are quick to dismiss them when doing their research. Although it may seem counter-intuitive at first to use these words and phrases, long-tail keywords could be a valuable asset in your content creation.
Edna has had trouble sleeping and has been told memory foam mattresses really help with a good night’s sleep. She has also been told by some of her friends that memory foam mattresses can be a bit hot, especially during summer.
This is your time to shine, you sell memory foam mattresses and you want to reach Edna in her time of need. You could craft your content around keywords such as “memory foam mattress” and yes, they do have thousands of searches but they also have lots and lots of competition. This means your content will most likely appear on the no-man’s land of page 10 of Google and impatient Edna just won’t search that long for the answers she needs.
However, you could craft your content around the long-tail phrase ‘are memory foam mattresses hot’ which has around hundred searches every month – a number not to be sniffed at. Coincidentally, this is the exact phrase Edna has put into her search engine and because you’ve used this long-tail in your content, your informative blog post has popped up on the first page with an attention-grabbing title. Edna spots your post and clicks through.
Because you’ve done your research and understand the needs of your customer you know you can reassure your reader that yes, a memory foam mattress can be hot but there are a number of ways you can ensure you don’t overheat and enjoy a blissful night’s sleep.
Edna feels informed and reassured by your wisdom and because you know your stuff, she’s chosen you to buy her memory foam mattress from. Success!