This week’s Power Up tips are all focused around your website’s content, including how to improve it, how to generate ideas, and using your existing assets. Content has always been a double win for both returning visitors and search engine optimisation, so it’s worth investing a big chunk of your time in improving it.
Read on for our top tips!
1. Get out of your comfort zone
It’s easy to get into a rut when you’re creating content for your website, which leaves you feeling uninspired and bored. This attitude then gets passed on to your visitors, and it creates a cycle of little interest and interaction. To beat this, do something different. Most people tend to stick to the same types of content, so if you normally write your blog entries, create a video instead. If you normally write quite formally, go for a light-hearted, jokey tone. Adapting different forms works well too – try writing pieces in the style of traditional stories or getting your point across by creating a cartoon.
2. Use your web heroes to challenge yourself
The problem with the internet is that you can always find someone better than you at what you do. But you can take advantage of it to improve your own skills. Make a list of your web heroes and websites you’re jealous of – especially ones with distinct styles and features – and create some content in a similar style to test yourself. Identify what you like about it, analyse the small details of what makes it so good, and consider how you can put your own twist on it and make it unique. Avoid viral successes for inspiration – they almost always have limited short-term appeal and you want your visitors to keep coming back.
3. Start with the opposite
If you’re writing a blog post and you normally just start typing, start with images instead. If you’re designing an infographic and you usually begin in Photoshop, try getting your ideas and plans down in Notepad first. Again, this is just a test to get you out of your comfort zone, and it isn’t likely to be a long-term strategy, but it’s an easy way to get a new angle and fresh inspiration. It works by simply forcing your thoughts into being expressed through a different medium, so it’s perfect if you’re out of ideas, procrastinating, or just feel like you’re creating the same old pieces over and over again.
4. Promote a piece of content
Content marketing isn’t the most fun task, and after you’ve spent hours (or days) working on a piece of content, hitting ‘Publish’ feels like the final step. But you can never rely on people just stumbling across it.
Jeremy: “If you build it, they will come”. That’s my market research.
Mark: Your market research is Field of Dreams? I mean, a man who made a baseball pitch in his garden for ghosts? That’s your role model?
Choose some content you’re particularly proud of, and spend as much time promoting it as you did creating it. Consider who would be interested in what you’ve created and where you can find them on the web. Even if it’s not a raging success, you’ll learn a lot and get plenty of ideas along the way.
5. Assess your success
There are two types of website analytics users – those who log in every hour, and those who install and ignore. Whatever your style, log into your analytics and note your most viewed pages and pages with the lowest bounce rates.
Identify any patterns, considering everything from page length and images to style and topic. You can then use this to create two lists: one for content ideas, and one for style guidelines. Remember that novelty is also a factor, so make sure you have a varied content schedule that incorporates a good mix.
That’s our set of content tips for the week. Trying them out? Let us know how you get on in the comments!