Content Strategy: The Importance Of Topic Selection For Blogging - Farm 6 Media

Previously published on our blog WordPress website, farm6media.com

How much effort do you put into creating topics for your online content? Attempting to create fun and engaging content is a challenging enough task. Overall, the internet gets millions of posts every day of all manner of content, and it's not always easy to make your copy stand out. 

It doesn’t help that audiences are fickle and critical -- which means that weak blog content will fail to generate traffic when competing with funny cat videos or any number of distracting posts that appear online.  

However, as this article explains, nailing the content is only half the battle – your topic must also bait the reader. 

So how does the topic influence the way audiences engage with your content online?       

When creating content for blogs and websites, Farm 6 Media works with clients to develop a custom plan that analyzes traffic, finds keyword opportunities, and identifies the most effective methods for posting that content online.   

Topic selection is just as important as the rest of the content and perhaps the more important part since it's the first thing anybody sees. Read on to learn more. 

What Is Content Strategy For A Website?

A content strategy is simply a plan for creating and posting material online. As a blogger, you need a content strategy that helps make the best material for your niche, publish to the highest number of viewers, and try to get the highest returns for your investment. 

Far too many posts go unnoticed, and it would be unfortunate, not to mention, a total waste of your energy, to have your best content fail to attract enough eyeballs. It is why a strategy is needed; it is a way to make sure you tick all the right boxes before your posts go live. 

 How do you create a content strategy?

You won't find a successful content creator who doesn't have some strategy. Ultimately, having a content plan enables you to create more compelling content based on what you want to achieve. There is no distinct pattern for creating content online. Still, one easy method is to establish what type of content exists in your market, identify potential opportunities for posting new content, and have a reason for creating this content. 

You should break down your strategy into two main parts: 

  • Content creation, and 
  • Content marketing 

On the part about content creation, start analyzing characteristics such as substance, tone, design, and content structure. In the second part, create roles for people to manage content and set guidelines and policies to promote your blog or website's content. 

Remember, choosing to have an in-house content team may cost more in the long term and fail to achieve the set goals.  

What Is Organic Traffic?

Organic search is a term used to describe the method of using search engines to find locations online. It can be anything from a shoe store to a travel blog – as long as the visitor found the website by searching related words instead of clicking on a popup button, this is organic traffic.  

Non-organic traffic, on the other hand, is more generally understood as paid advertising. High-traffic blogs and websites create systems or strategies that funnel both types of traffic from the web, and even though it takes a considerable effort, there's no way to ignore organic search if you want to stay in business.

It won't matter how much traffic you get from native advertising; millions of people still use Google and Bing to find information, and having a content strategy ensures that you have a plan for optimizing search traffic.

Here is a simplified method of targeting search traffic:

  • Find hot topics and headlines: This is one method that doesn't require too much creative effort. Find exciting and trending topics from the 2 million blog posts that go up every day or from the billions of posts on social media.  
  • Research keywords: Long-tail keywords are the best place to start, as these will enable you to target site visitors who are ready to buy your products or services. 
  • Scan user questions on forums: Learning about user questions is a proven method for creating content that drives traffic to your site. 

How Content Drives Organic Traffic

The way you create content will affect how people interact with it, and search engines will place value on your content based on how people find it useful or relevant. Content that doesn't serve any distinct purpose or solve a real-world problem will fail to attract the right kind of traffic and damage your SERP rankings. 

Have a plan before producing content, and focus on being useful or valuable to real people in your target market. Organic traffic comes out of creating and posting important, helpful content online and being consistent in your voice, tone, and authority on the subject.

If this means doing market research to learn what people want to hear, it's a far better option than churning out articles about topics you think audiences might like to read.

How do I find meaningful topics to write about on my blog?

Your best bet is to check resource websites like Quora to see what inspires you from the questions and answers. With some research, you will leverage what users are asking online to create very high quality, useful content. 

The best copy comes out of a need to serve a specific purpose, and this can be anything you want. Determine your reasons for creating the content (for example, boosting traffic, brand awareness, or converting leads), and this should give you some idea of where to begin.  

Content created for a specific purpose and with the right audience in mind will do a better job of communicating and causing the desired effect. 

What Are Keywords? 

Keywords are the main topics and ideas behind your content. They are the words and phrases that search engines recognize when users type in a search query related to your field. Optimizing your website for the right keywords provides access to free traffic, which can easily find monetization. 

When creating content, you must include some keywords because this is what people will use to find information related to that field. Keywords aid in helping Google determine your articles' position so that users can find relevant indexed pages on your website, increasing exposure for your brand. 

How important are keywords? 

Keywords are what connect the average web user to your content. When creating content, the keywords make it possible for people to stumble upon your articles or videos online – without which you would have to advertise the content. 

High search engine rankings translate into more exposure, higher sales, and it shows that your brand has some authority and can be trusted.   

The key to making keywords work is to know what your audiences are searching for online and describe it in words that they are likely to use. It will allow you to create content that ranks highly and gets people to visit your website. 

How do I use keywords on a page?

Using long-tail keywords will be advantageous because you won't likely compete with established brands when starting. So instead of listing single words like shoes or pets for your pages, when writing keywords, use four words or longer for a more detailed description of your services or products. Longer keywords are also associated with clearly defined intent, meaning you can target people who know enough about your product and are looking to make a purchase. 

Is It Hard To Find Topics That Can Compete?

As long as audiences are consuming content online, you won't run out of ideas for topics and content. It only becomes a challenge when you try to create winning content around a single generic keyword because you will find much similar content. 

The best topics are ones that offer specific information and appear to have valuable content attached to them. User-optimized titles have a much high conversion rate and will push your content to appear on more powerful platforms for more visibility. 

Keep this in mind when creating titles for your content:

  • People loathe traffic-bait headings that don’t have useful content.
  • Just like the rest of the content, keywords should be about helping people find useful information, services, or products.
  • For instant traction, model your headlines after the most viral topics in your industry. 
  • Exact keywords will land you the right kind of traffic.  

Do your research before committing to creating any content. The goal is to find a way to give your content an interesting twist that makes it appealing to audiences and gives your blog or site a consistent theme. 

Good content engages people and is more likely to be shared. Suppose your content isn't getting anywhere or pulling any traffic. In that case, you may be failing to provide useful information to audiences in your industry, and the content is not exciting or engaging. 

What Is Click-Through Rate?

Click-through rate is an internet metric used to gauge how many times people click on hypertext or a call to action (CTA) section of a website. For instance, you add a piece of text at the bottom of your content that asks the reader to click to learn more about the topic; you can use CTR to determine how successful your content is at attracting new visitors. 

CTRs are used mainly on landing pages and email campaigns, and they can help measure the success of a content strategy by highlighting what consumers want (and what they don't want). 

So generally, a high click-through rate means that your content plan is working, and a significant percentage of your site visitors want to see more of your content.  

What’s the ideal CTR?

It varies from one industry to another, so to determine how well your content or ad campaign is working, start measuring the average CTR metrics of competitors and find out what the average is for your industry as a whole.  This information will be useful when designing your content plan for the year and when setting business goals.

Click-through rates are influenced by a variety of conditions in your industry in general and where you place the link. When attempting to boost your CTR, it might help to study your audience more closely and have clear goals for where you want to increase CTR. 

Here are a few tips for boosting your click-through rate:

  • Use attractive, optimized titles for all content: Have a distinct keyword in the heading and add two keywords in your copy's upper half. 
  • Create useful content: If your copy is well-written and helps people solve an existing problem in your industry, it will register a higher CTR. 
  • Use visuals in your content: Everyone responds to colorful graphics, and if you can use videos and images to offer additional information or complement your content, it will go a long way. Run tests on your website to find the right images to use.
  • Link your copy with trending hashtags. It's probably the easiest way to target high traffic, and it will increase your click-through rate if you do it right. Follow industry topics on Instagram and Twitter, and know-how to link your content with various trending topics for maximum exposure.      

How Titles Affect Click-Though Rate

The title is one of the first things that determine the CTR for any content. Using a generic title can reduce the number of clicks and reduce the perceived value of your copy. 

Keep in mind that the click-through rate doesn't always indicate a high conversion rate. Just because you're getting an increased number of people to click on a button doesn't mean that you've got them to a point where they want to make a purchase or even subscribe to your newsletter. 

If your goal is to create the highest conversion rate for an ad campaign or a new piece of content, then you may be looking at things the wrong way. 

Instead of aiming for a ridiculously high click-through rate, use headings to grab attention and follow that up with genuinely useful content that can convert. 

How do I make sure that click-throughs lead to conversion?

As always, topics and content should focus on helping your audience solve a problem. Topics should be decided by researching and obtaining a good understanding of who your audience is and their experiences. 

Another way to make sure that the topic section doesn't harm CTR is to build a user persona – the idea being to imagine your ideal consumer and create content catered to them. 

Use the comment sections in blog posts to find ideas for new posts. Your blog can give you exact knowledge of what your audience wants from you. If they ask for specific information about a topic in your niche, it should be fun creating that copy because you have an eager audience just waiting to see what you come up with next. 

Why Should I Choose Farm 6 Media For Content Strategy For My Blog?

If you plan to have a winning content strategy, then you're going to need help. An in-house content staff may give you more control over the people that create your content, but it also means that you lack the expertise, experience, and tools that enable you to compete with the best. 

It's just not possible to get the same level of expertise or the trade secrets of an established SEO agency when working in-house. 

What’s the role of an SEO agency?

 Content creation is just one aspect, so just because you can write an article for your website or blog doesn't necessarily guarantee success in traffic or conversion.  

There should be an SEO plan, researching keywords, link building, organic traffic, and more. A professional content marketing agency has all the tools you need to link content creation with marketing strategies and ensure higher returns from your site.  

Here’s what you get from hiring Farm 6 Media

  • Save Money and Time by Outsourcing 
  • Think of the annual salaries you need to hire a full team of content creators, SEO manager, and digital marketing manager. Hiring these people means that your company will spend money on recruitment, paid leave, benefits, pension, sick leave, et cetera. Instead of all this, discuss your budget with us and get a full service that fits your goals. 

  • Minimize Training Costs 
  • The rate at which technologies are developing right now means that hiring an in-house content team or training your employees will take time and high cost. An in-house team will lack the skills and range that comes with successfully running multiple content marketing campaigns.  

  • We See Things From The Consumer’s Viewpoint 
  • Having trouble communicating with your audience? We can see things from their perspective and offer insights that will prove valuable for setting up a marketing campaign. 

  • An In-House Team Won't Try New Ideas. 
  • A local content team won’t likely do anything that might put their jobs at risk, including trying out fresh ideas. They also won’t have the experience to know how far to go when pushing for new ideas. 

  • Perfect Synchronization of Content and SEO
  • A content strategy that fails to synchronize with SEO cannot lead to the successful deployment of the process and waste much time. Having a single agency handle your content ensures a better alignment of every aspect of the campaign.  

    Written by Jeremy Shantz

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