The web is awash with content, but the depressing truth is that most of it is never read.
When Moz and BuzzSumo combined talents and data to analyze a million articles in 2015, they found that 50% had fewer than two social interactions and 75% earned no backlinks. A more recent study shows that even when content is widely shared, 59% of sharers do not click on the link to read what they were sharing.
If that's true, why bother producing content?
"A dry recitation of facts is about as appealing as a grocery list. Make your stories personal, relatable and instructive and watch them go viral."
Every single second of every day, there are over 62,000 Google searches and the majority of Americans shop online. With all those consumers searching for information, why are only a small percentage of online websites effectively supplying it?
Before founding Tinsli, I ran an e-commerce company focusing on tech gadgets. Like electronics, most products and services are becoming commoditized with small, incremental distinctions. Expertise, highlighted through helpful content, is what set us apart and allowed us to bootstrap into a multimillion-dollar company.
Here are five insider tips on how to make your content the best of the web:
1. Great content is not casually written.
Great content is based on carefully planned, data-based strategy. Your content has a purpose: to educate, incite action or answer questions posed by prospective and repeat customers in a way that is engaging and easy to understand.
2. Have a content calendar and promotion strategy in place before you begin.
Semantic search algorithms dictate that your content must be related to your industry. Trying to rank for general keywords is a mistake and writing keyword-saturated articles is a long-outdated strategy. The content on your site should be entirely industry centered, with keywords used only as they fit organically into the text.
3. If your niche is narrow, consider alternative angles.
How will your goods or service fit into the lives of your customers? What pain points can you address? Never lose sight of the storytelling aspect of great content. A dry recitation of facts is about as appealing as a grocery list. Make your stories personal, relatable and instructive and watch them go viral.