Search Engine Optimization All-in-One For Dummies, 4th Edition
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On the surface, creating content doesn’t sound so hard until you sit down and try to write. Your SEO strategy depends on that content. It’s even worse if you’re writing content for what many people might consider a boring industry. The good news is that it is possible to turn potentially boring subjects into good content. The following tips provide some ingredients of compelling content.

No topic is truly boring. You just have to find the right angle and audience.

Include real-life stories

You can quickly catch your reader’s attention by including a story in your content. Stories are powerful because they allow readers to live an experience vicariously. Readers put themselves in the characters’ shoes and can relate to what is being said. Include a story in your content that entertains, teaches, or demonstrates your points. If you are developing content for a brand, incorporate stories that show how customers have used your product or service to solve their needs. Paint the entire picture for your reader.

Look for inspiration

Be on the lookout for inspiration. Pay attention to newspapers, magazines, social networks, blog comments, or anything else that could be a topic for your audience. Google Trends, BuzzFeed, and Buzzsumo are also great resources. Find a different angle or insight that you can provide and tailor the topic to your readers.

Keep a file in your desk (or on your virtual desktop) labeled “Content Topics.” Anytime you find something interesting, put it in your file so that you have a wealth of ideas to choose from when it comes time to write.

Make your content both practical and personal

You should pinpoint the types of concerns your readers might have and address them in your content. Doing so generates your readers’ interest.

Content should also be practical to the reader. Don’t just write an instructional article; explain how readers can fit the information into their lives. Is it something they can do right away? Where do they go? What is the next step? Think about these questions and make sure that your provides practical, useful information.

About This Article

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About the book authors:

Bruce Clay has been a search engine optimization consultant since before there was Google. Today, Bruce Clay, Inc., is a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services. Learn more at bruceclay.com. Kristopher B. Jones is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.

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