On January 19, 2015, Google’s resident rockstar Matt Cutts gave this advice to webmasters: “Have a good site…make sure your site is usable and easy to navigate.” Three years ago on April 24, Cutts had similar advice: ”We want people doing white hat search engine optimization (or even no search engine optimization at all) to be free to focus on creating amazing, compelling web sites.
Over and over, the search engine moguls have given us the same type of advice – make a quality site and produce helpful content. Why do they care? Because Google and Bing want to keep their jobs. When a user performs a search, the search engines want to produce relevant, fresh and helpful sites that are related to the keyword that is being searched. If the internet is flooded with poor quality sites, people will stop using the search engines.
Its time to realize that we need to write for people first, and the search engines second. The days of keyword density are beginning to dwindle: “the focus on keyword-based search engine optimization is dying quickly, as we’re witnessing the resurgence of long-tail keywords,”  says SearchEngineLand. So, if it isn’t worth reading, it’s not worth writing.
How Do I Come Up With Killer Content?
According to Hubspot, thirty six percent of marketers think that writing engaging content is their biggest challenge. So, how exactly does one come up with “killer content”? Finding topics to write about that will be engaging and useful is easier than you might think.
Revamping old content is a great way to produce new pieces on topics that you know have been successful. So your goal is to find content that has already performed well and produce new content from that. You can break down a blog post into bullet points and use these as social media posts. You can look over your most successful emails – the ones with high open rates and high click through rates,
Consider using your printed materials, especially those that target your best prospects, as basis for new content. Look over your website. You can expand your “About” page into a complete company history or flesh out your company philosophy. You can break down your frequently asked questions and turn them into blog posts. If you have written articles for different sites, revamp them and post them on your blog. Finally, compile your best blog posts into an eBook.
Where Can I Find Ideas to Inspire Great Content?
Everyone gets a bad case of writer’s block every so often. A great way to get started is to re-write your elevator pitch. Re-write it for a seventy year old, then re-write it for a seven year old. Make sure you are in the right environment that will inspire creativity. Turn off the television, leave the office if you need to, stash your phone in your desk, and sign out of your email inbox.
Then, free write. You free write by jotting down everything that comes to your mind without stopping. Write for three minutes, read what you have, then do another three minute session. Free writing is helpful when you have writer’s block because you don’t have to worry about an introduction or conclusion.
If you are stuck, go to a book store, and browse through the magazine racks. Keep an eye out for titles that grab your attention and that you feel are compelling. Make a note of what these titles were that caught your eye, and try to figure out why so you can incorporate it into your writing.
Finding Topics to Write About
Sign up for Google Alerts. These are email digests that you can subscribe to that will regularly email you the most recent news and blogs for a keyword you have placed in to the alert. Google also has another helpful tool, the Google Adwords Keyword tool, for you to use if you need to find topics. You can place keywords into this tool and it will return related keywords that people are searching for.
Finally, you can use Amazon’s product search to find topics similar to yours to write about. Social bookmarking sites are a rich source of subjects to write about and ideas in the making.
Using these tips and tricks will have you writing engaging content in no time. So what are you waiting for? Pick up a pen and go!