Forget the gurus. In this case, the best content marketing advice comes from Winnie the Pooh:
“It is more fun to talk with someone who doesn’t use long, difficult words, but rather short, easy words like ‘what about lunch?'” — Winnie the Pooh
Winnie may not qualify as a spokesman (spokesbear?) for ALL of the bears out there, but he definitely shares the
sentiments of the Web Content Bear. After all, the web is so hungry for new content that it’s like a demanding bear that never gets full!
But the Web Content Bear won’t eat just any old thing. Instead, he wants you to use simple, conversational, easy-to-relate-to language to get your points across.
So, what are the best ways to turn your business into an all-you-can-eat buffet for the Web Content Bear?
1. Don’t just report news; analyze it
Your readers are counting on you to keep them up to date on developments in your niche. But if you want to keep the Web Content Bear satisfied, you need to take things one step further.
For example, let’s say you’re an SEO professional who just published a blog post about all of Google’s big changes that are going to be taking place over the next few months. Yes, that post counts as sharing the news with your audience, but there are tons of content ideas that stem from this one development.
How about writing an article that analyzes how these changes are going to affect small businesses where one person does all of the web work? How about sending out a newsletter to your list that explains what larger, content-heavy sites need to do to keep up with these changes? How about posting a video that explains how new websites can get started off on the right foot by keeping these changes in mind? How about devoting a series of blog posts to each question that comes into your inbox about these new changes?
Just like that, you’ve turned one piece of news into a handful of great content ideas. Considering that most of your competitors will only write about the changes themselves and then call it a day, you can take things a step further and look like a true expert. After all, the Web Content Bear loves feasting on expert information!
2. Keep your blog posts short, sweet, and to the point
By narrowing your blog posts down to 200 or 300 words, you’ll be able to add new ones on a more frequent basis (meaning you’ll get more “bonus points” from Google for having fresh content on your website). After all, those lengthier pieces take a whole lot of extra time to research, write, and proofread. If you can cut down on that time, you can publish more!
Plus, there are probably a lot of developments in your niche that only merit a couple hundred words’ worth of discussion. By publishing shorter posts, you can include a lot more — like the tidbits that may not require a formal article, but are just as important and interesting to your audience!
Just don’t confuse “short” with “short on information”. (Stuff that’s short on information gives the Web Content Bear a serious case of indigestion!) If done correctly, even short pieces of web content can teach readers a whole bunch of new things!
3. Serve your content with a twist
You don’t have to be a bartender or Chubby Checker to make good use out of a twist! If there’s a topic that everyone in your niche is talking about, think of a way to set yourself apart. For example, interesting metaphors, humor, and even sarcasm can all be great ways to make your content different. (To the Web Content Bear, this is like feasting on spicy Mexican food, instead of eating the same ol’ boiled chicken dish every day!)
4. Make hashtags your friend
Want to know what your target audience is interested in? Just head onto Twitter and search for different hashtags!
For example, if you’re in the health food niche, try searching for things like “antioxidants” or “superfoods”. You may see all kinds of people using these words as hashtags — which can introduce you to a whole new crop of content topics. As an added benefit, you’ll know how to tag your own posts for maximum exposure when you share a new article, blog post, or video on Twitter!
The Web Content Bear loves things like this. After all, social media has become a huge part of content marketing. It only makes sense that you would consult with your social networks before you create a “menu” for the Web Content Bear!
Just remember, all of these ideas won’t do you any good if you don’t think in terms of your readers!
If you want your readers to love what you’re saying, you’ve got to make sure that your topic and tone appeal to them! If your target audience is made up of 30-something women, you’re going to use much different wording that you would if your target audience was made up of 60-something men.
Remember, the goal is to make your web content a personal experience. If your readers don’t feel like you’re having a one-on-one conversation with them, you’re never going to see as much success as you should!
Or, as Winnie the Pooh says, “A little consideration, a little thought for others makes all the difference.”