Everyone loves a good tip. Discover how to create this type of content and make it attractive to people.
The opinions expressed by employees are personal.
The following is an excerpt from the book Ultimate Guide to Link Building , 2nd Edition, by Garrett French and Eric Ward.
The presence (or absence) within the search engine results pages of a target market offers incredible opportunities for strategists and other content generators. They tell you a lot about a vertical, about publishers and their audiences, as well as their shortcomings. As you perfect your tips research skills, here are four things to look for:
1. The presence of tips on your vertical shows that there is demand . Even if your content is not based on tips or tutorials, their presence indicates that your market needs information on how to execute certain things. Collecting and organizing this information will help you understand the range of demand for information, as well as various tasks that are problematic for your audience.
2. The absence of tips indicates a mastery of the subject that requires the understanding of principles beyond that of following a tutorial. From a content perspective, this will require more effort to create successful content. You can be making a distillation based on conjecture or, better yet, based on an interview with subject matter experts.
3. The absence of tips indicates a content opportunity. Even if experience in a certain vertical theme requires understanding of principles, or even having certain certifications or years of work, the absence of tips means that an intelligent content creator can start working by distilling the general principles, fragmenting them into specific guides It may be a bit complicated to find the specific tips, but being the first to do so can add great value to your company.
4. Markets that do have tips may still have gaps to fill. Being able to identify these gaps, especially those related to your content marketing objectives, requires a systematic inventory and categorizing existing tips.
Inquiring in the tutorials and tips of a vertical offers a good direction and source material for your own content. Here are three tips to help you get the most out of your search skills:
1. Make an inventory by combining your phrases of your topic with discovery axes. The phrases of your topic are usually keywords for which you do not have to pay and that give an overview that describes your target market, its practices or particular situations that can serve as a basis for Google searches. These types of words can be:
- Ways to
- How to do
- Tips for
2. Identify any group of standard or coded information in your vertical. For example, verticals usually have unique names for certain types of tutorials or tips. “Recipes” is a common collection of tutorials in the vertical kitchen, “routines” are ideas for exercises that trainers implement and implement, and “lessons” are a type of recipe for educators.
3. Create a “tips encyclopedia” or an inventory of tips for the body of your vertical, based on your knowledge. To facilitate things in the long term, it is worth building an encyclopedia that gives you a catalog and allows you to categorize all the tips and resources of your vertical. Then, when the time comes to create content, you can divide your tips based on the requirements of each piece. When you have collected in detail the tips of each vertical, it will be easier to discover the categories and thus group them. These categories can become an added value.
The simple fact of rewriting tips does not help differentiate your content, nor does it add anything new to your vertical. Here are some ways to use existing tips as a starting point:
1. Cliché tips can “expand”. As you build your encyclopedia on a spreadsheet, keep track of the number of times a tip is mentioned or suggested. The most mentioned have the potential to divide themselves into smaller tips, or at least write about them in greater depth, with greater care or deliberation. It may also be possible or useful to discredit, refute or in some way discuss the advice that appears most frequently on a vertical.
2. There will be many tips that are not yet reduced to their simplest form. The most relevant and important experts of your subject, the celebrities of each niche, will surely have written some incredible tips. But most likely they have not fragmented these tips in their simplest possible way.
3. Tips and their categories can serve as a basis for group interviews. Knowing the most published tips can be a great way to start an interview with an expert. Ask them to demystify some of the most common tips or ask them to give you their particular opinion about it. You could also ask them what tips, in addition to the common ones, they recommend.
4. Tips can serve as a basis for infographics and other graphic elements. Offering new formats for common tips can give new life to your content within your vertical. Can offering them in print can improve their usefulness? Can you turn your encyclopedia of tips into a dictionary or an easily accessible application?
The content of tips or tutorials can earn even more links, shares and comments if you promote it. Here are some tips to do it:
1. Quote and notify your sources. You may be rewriting, re-articulating and rearranging tips to the point that their original creators no longer recognize them. However, offering credit to your sources can give you more credibility, and it offers you a great promotional opportunity when writing to that expert and telling him that you quoted him.
2. Search for a compendium of writers. If your vertical has writers recognized in the subject, these should be the first to send them your content in search of links, comments or shares.
3. Distribute the content. Tweet it, share it, put it on your homepage, include the URL in the most relevant comments and add it to your monthly newsletter.
4. Make sure your content has an action call. The content of tips should generate conversions such as records, downloads, followers, shares, etc.