New website and blog content aren’t always easy to come up with. Content marketers can feel like they are on a non-stop treadmill, continuously looking for new ideas that will increase online lead generation and website SEO. With so much online content, how can you meet the demand for new content and get noticed by the people you want to reach? It’s undoubtedly a challenge for marketers who have limited tie and resources.
Here are ten new ideas for creating high-performance website and blog content:
#1. Publish a Comprehensive Guide
If your business centers around one particular item or product line, you probably have multiple posts relating to it. It’s true that these can help draw inbound traffic. At the same time, however, they often get lost among the sheer volume of similar online content. One way to counter this is by producing a “comprehensive” or “ultimate” guide, a long-lasting, powerful content asset.
A guide will typically have these characteristics:
- Substantial: Provide at least five pages of meaningful content. Longer, more in-depth guides can generate greater conversion and higher quality leads.
- Educational: Share industry perspectives, factual “evidence” to back up your statements, and links to industry resources.
- Comparisons: Feature comparisons between industry competitors. While guides should never be promotional pieces, they can still highlight areas where you stands out above the rest.
- Internal Links: Increase page views and session duration by linking to relevant blog posts on your site.
- Attractiveness: Add graphics—especially infographics, charts, and graphs—that quickly represent “dry” information.
#2. Engage Users Immediately
Most people don’t have the time or patience to read large bodies of text. The facts below show the need to quickly engage visitors.
- According to a recent report by Hubspot 55% of visitors spend fewer than 15 seconds on a website.
- Visitors spend an average of 19 seconds looking at a web page.
When users click away from your blog post or webpage within the first few seconds, you miss the opportunity to capture new leads and repeat visitors. Google also counts these one-hit visits it as “bounces,” which lowers your ranking score.
Work toward immediately engaging readers and quickly conveying your message. Also, most readers scan text, rather than read through the entire text, so make it easy for them to get the gist and find the information they want quickly.
Some techniques for increasing “scannability” include:
- Use headings, short paragraphs, and white space.
- Highlight interesting data with elements such as bulleted lists and pull quotes.
- Convey complex data using charts, graphs, or infographics.
- Leverage “scanning patterns” to design each page.
#3. Leverage Photojournalism Blog Posts
Similar to infographics, photojournalism draws the eye and conveys information quickly. Plus, it has the added benefits of being much less work—at a lower cost. A picture-based blog can hold the attention of a much wider audience, and reduces reliance on text-heavy content. Pictures can also be shared among people speaking various languages and can be spread on your company’s social channels.
#4. Try an “Ask The Columnist” style
Most people think of “columns” as a format just for print media, such as newspaper editorial columns, but they work for blogs, too. A key benefit is that columnists answer actual questions from readers, so they know it’s relevant to that segment of their audience.
This format is also popular because it adds a relatable human touch. Readers can put themselves in the shoes of the person asking the question and feel that a human is answering them personally. A well-written column can bring in a repeated audience and build brand recognition.
To create a daily or weekly “Ask the Columnist” blog post, answer questions that your leads and customers ask most frequently. If you have questions that come through your website’s contact page or chat box, start there. See what people on your social media channels are asking. Or ask your sales team what questions they are often asked.
#5. Tie in Current Events
SEO is the heart and soul of most blog posts. A topic of high interest, coupled with carefully selected keywords, can improve page ranking and traffic to your blog post. Begin by choosing topics and keywords that directly relate to news and current events that your audience cares about.
Timed carefully, your blog post will synch up with popular search queries and get a better spot on the search page. Things change quickly, so frequently check out the places where your audience regularly consumes news to find “hot topics.” To see if you should jump aboard, ask yourself these questions:
- Is this item closely related to my product or industry niche?
- Do I have special expertise I can share about that topic?
- Do I have an interesting or unique point of view?
- Do I already have relevant content I can adjust, or can I create something quickly?
- Does it make sense to promote or advertise my product to leverage the current event?
#6. Tell a story
There’s a reason most people can’t stand textbooks but novels still have a steady audience. Most people prefer rich, relatable stories rather than read large volumes of impersonal information. There’s a place for cut-and-dry facts and data, such as in scientific papers or financial reports. But even when a piece includes data and facts, they should be used in the context of a larger, more engaging story.
For this technique, use a narrative format in a not-too-formal voice. Try sharing brief case studies (one to three paragraphs), personal experiences, and real-world situations.
#7. Publish Collaborative Posts
There’s a TON of online content by competitors, but don’t let that hold you back! Instead, why not see how you can leverage relationships with others in your industry.
The main benefit of collaborative articles is that they are an easy way to get exposure to new audiences. The more authoritative or popular your collaborator, the better your results will be. Your article can be especially interesting if you and your industry colleague have complementary yet distinct viewpoints that bring new perspectives to each of your readers.
Be smart by following these traffic-building techniques:
- In the byline, link to each of your bios.
- Place the article on each other’s social media channels.
- Tag or mention your partner on social media, tipping them off and giving them an easy way to share the blog post.
#8. Update or delete your old content
Don’t waste your readers’ time by serving up old, irrelevant content. It’s important to curate your site by either dropping or updating old content for several reasons. To your readers, lots of outdated content can signal that you don’t care. Plus, it’s annoying to start reading an article only to find midway through that much of the information (especially data) is no longer relevant.
From an SEO perspective, Google likes fresh, up-to-date content. Content that is old, redundant, or no longer valid can lower you authority and trustworthiness scores, lowering your page ranking.
You can avoid these problems by periodically reviewing all your online content and then deciding if you want to keep it, dump it, or update it. For larger sites, there are automated web crawling or “scraping” tools (such as Screaming Frog, Deepcrawl, and Apify) that simplify what could be a daunting, time-consuming task.
Choose to update and republish content if it still performs well, you can update it’s like, and keep it as evergreen content. Your blog post continues to perform, readers get more trustworthy information, and SEO scores aren’t penalized.
#9. Ask Followers On Your Social Media Channels
Simply guessing about what your audience cares about isn’t the most effective way to choose topics. Instead of taking a shot in the dark, why not go straight to the source? Ask your social media followers what they’d like to hear about. For even more precise information, leverage polls on platforms like Instagram and Twitter.
#10. Publish articles from guest writers
Sometimes it’s nice to take the pressure off yourself. The web has a plethora of experts and copywriters just looking for ways to expand their sphere of influence—and being a guest writer is a perfect way for them to do this.
Having the occasional guest writer, preferably an expert with a good following, will expose you to another group of readers. Guest writers will also be able to promote your content on their channels, further boosting exposure and creating valuable inbound links. No matter who your guest blogger is, remember that it should always be a two-way street that benefits both parties.
Try New Ideas for Better Results
New and varied content on your website and blog keeps you from going stale. And it can make the life of a blogger or content marketer easier. By using techniques you haven’t used before, you may find new formats that perform well, bringing more value to your content.
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