As you started to implement your 2021 content plan in 2022, we believed it would be beneficial to highlight common mistakes content editors, strategists, producers, and potentially even directors were still making. The top five mistakes from the previous year are shown below:
Not creating a content brief:
A widespread misconception regarding content briefs is that they are only used by agencies, strategists, and editors to assign articles to a writing team. That is not the case. Anyone writing content for online publication should have a content brief on hand. Of course, the SEO company in NYC you have hired can guide you better, but you should do some research on your own as well.
Consider content briefs to be road blueprints for creating content. They’re commonly used for blog posts and articles, but they can also be used for infographics and longer-form content like white papers, research, and guides.
The purpose, synopsis, working title, anticipated duration, internal and external links, audience, funnel stage, and, most crucially, the keyword list should all be included. A content brief is a dynamic document that changes over time. Having a hard and fast rule about what information it can contain can limit your content’s potential for ranking.
Ignoring the SERP
When creating a content brief, the search engine results page (SERP) contains a plethora of information. It’s a good idea to visit the SERP when an article appears on your editorial schedule, or even better when you’re still debating the topic’s quality. The essential terms in the title and description will assist you in determining whether or not the idea is viable.
Fill in these terms in the search bar and have a look at the page. This preliminary investigation will yield a variety of results. The predictive text will suggest typical title options. You’ll be able to check who is now ranking for the subject and what approaches have been taken. If your competitors are doing well, enter their URL into an SEO tool to see what keywords they utilised. This stage will assist you in developing a knowledge of the environment in which your material will shortly be placed.
Dismissing competing content
Original content is preferred by Google. So check around and see what’s already available. Determine where the gaps in those articles are. What components of the situation haven’t been addressed? If all you can find is a listicle, you might want to try a step-by-step lesson or a narrative format instead.
In this regard, don’t forget about your competitors. Consider unique approaches to set oneself out from the crowd. They may have a grip on a particular subject, but the knowledge is disorganised. Improve on what they’ve already done by including easier-to-read sentences, on-page connections to relevant articles, and thorough information on topics they haven’t yet covered.
Failing to conduct keyword research
The “dreaded keyword list” was recently mentioned in an article on a content marketing website. This approach will never assist content creators in adopting SEO.
Keyword research is straightforward, and it pays off handsomely. You’ll most likely start with a list of keywords in mind. You’ll then flesh out your content brief to see if there’s an opportunity to profit on other search phrases, particularly long-tail keywords.
Consider the following two-step procedure:
·Identify foundational terms:
Make a list of the first five to ten terms that spring to mind. Altering the syntax, discovering semantic relationships, using pluralization, utilizing synonyms, and other recognized colloquiums will all be part of your keyword approach for those.
·Examine the monthly volume of searches:
The “top ten” or “best of” keyword frequently has the highest search traffic. If a phrase has a lot of interest yet a rival is ranking for it, you should still go for it. If this isn’t the case, you could choose to go with a lower-volume word that will fit in better with your new approach.
Content that isn’t evergreen:
If an issue is time-sensitive, it’s a no-brainer to create a quick but comprehensive content brief and post it as soon as feasible. Another aspect of staying current is updating it frequently. Evergreen material, on the other hand, necessitates a different approach.
You’ll need to do further investigation to figure this out. This necessitates a grasp of your target market. Chatting with any client-facing team members can reveal when specific topics are most popular with clients.
Review and update your content strategy for 2022:
This is the ideal time to implement these strategies into your content plan. And for this, you can take the help of a top digital marketing firm, such as Map-it Inc as well. These best practices will help you raise clicks and conversion rates, whether you’re a team leader or an individual contributor. You’re short-changing your team and company if you’ve been putting them off due to a lack of time or enthusiasm.
