So You’ve Got Your Topic, Now Here’s How You Create Content That Can Rank

Most people have a subject in mind when they start writing.

A common goal for content marketers is to rank certain keywords on search engines. Promotion on social networks and email can give your content a big boost, but if you want continuous visibility, positioning in search results (SERPs) is essential.

For that, you need the best and most relevant B2B content. It is not always easy to obtain.

Here are some tips for creating review content.

Search your topic

Creating great content is the balance between trusting your instincts and confirming them with research. Before committing to a specific path for your content, have a plan on what to say and to whom.

Having a topic is a good start, but it is important to understand the feasibility of classification for the topic (assuming that the classification is the objective).

First, is it a trending topic? If so, how much time do you have before the topic peaks or are people not interested?

Next: Is it a subject that interests people? View keywords relevant to your topic to see their volume. Free Chrome extensions, like Keyword Surfer, can help.

However, don’t just focus on keyword volume. If your topic is niche and your keywords are long-tail keywords (more specific than normal), it is normal to get a result of volume “0” and it may be worth ranking!

Ask yourself: where does my content idea fit into the marketing funnel? If you are at the bottom of the well, it may be worth solving the problem, because whoever wants to read the article is almost ready to buy and, therefore, is a valuable reader, albeit in a few.

Research your audience

Knowing what you want to talk about is not enough; you also need to know whom you’re trying to talk to. Identifying with him allows you to focus your piece and be valuable to a specific group of people, not to a large or vague audience.

First, show the characters of your personality. Which character does your idea of   content speak to? How can you reflect the challenges and concerns of that target audience in your content? If your content does not attract any of your personalities, ask yourself whom you are aiming for and what is the purpose of the piece.

So it’s time to learn more about your audience by searching for questions. This can include keyword research and search in the “ask people” section of Google results. What do people look for? What solutions are they looking for?

Understand the competition and plan to win it

Once you know your topic and your audience, you will be in a much better position to create top-notch content. But there is one more important step: competitive research.

Ranking on SERPs doesn’t happen in a single sky – your content is compared to millions of other sites. Search your topic on Google and see what’s already ranked. Study the content in the following ways:

  • What is my first impression of this page? What are the not-so-important aspects that I can improve?
  • Does this page correspond to the researcher’s intentions and, if not, how can I do this?
  • Is the content easy to understand and navigate? If not, how can I create a better organization and design?
  • What kind of content is it (video, text, infographics, images, etc.)? Are there other types of content on the site that are more relevant to the topic?

Anything currently ranked is likely to meet Google’s expectations of what people want from search. Think about what creators are doing well or badly so that you can better meet Google’s criteria.

Before posting, you should be able to answer “yes” to this question: does anyone want to read this content instead of something else?

You want your content to have the best possible answer to your questions. When you research your topic, audience, and competition, you create something to click on.