Authoritative content that connects and engages with your audience is hard to create. Not only do you have be the expert in the subject matter, you also have to know what content they want, when they want it, and how to deliver that content - all in the audience voice.
Nearly all organizations publish some form of content today. And 36% of them have found great success with their efforts already. Blog posts and other content types help companies reach and engage with their target audience, generating many of them more leads and sales than any other marketing channel.
Both users’ and search engines’ expectations of content quality have gone up, too. Today’s readers expect in-depth information and Google is determined to give them nothing less.
The Google Hummingbird update catalyzed how we create content to reflect natural language search queries, moving away from using keywords and leaning more towards topics and ideas and broad concepts.
Realizing this, many of our customers have been turning to us asking:
“How could we possibly create content today that can stand out from all the noise and help us rank better at the same time?”
The answer is by publishing personalized, audience-centric and relevant content that achieves three objectives:
- Confirms a company’s authority on the topic,
- Includes information relevant to a searcher’s intent, and finally,
- Matches Google’s preferences when ranking pages for specific keywords.
To help achieve this, we’ve developed Content Fusion - an AI-powered content writer designed to help you create engaging content that can succeed in search.
In this post, I want to show you how to use it to take your search visibility to a whole new level.
But first, let’s get a broader perspective on why brands struggle so much with content.
The Challenge with Creating Relevant Content Today
Marketers publish an incredible amount of information each day. According to Smart Insights, for example, within one minute, companies:
- Publish nearly 1500 blog posts,
- Send almost 150 thousand emails, and
- Post close to 450 thousand Twitter updates.
The problem? Many of these assets fail and do so miserably.
For one, most blog posts rarely achieve the search visibility needed to attract and convert any significant number of new visitors. And for the most part, it’s all because they lack relevance.
Many pages struggle to provide answers users seek on the topic. Others, target the wrong search intent and present readers with irrelevant advice. And a lot of them contain insufficient information to convince Google of the content’s authority.
Today, as I mentioned in the introduction, to create content both readers and Google would consider worthy of reading, you must include information that:
- Confirms your authority and topic expertise,
- Deliver in-depth information, far exceeding what a user was expecting to find, and also,
- Is relevant to a particular method someone would use to find it.
You must also know what content to create for a particular keyword, when is the best time to publish it, and what information would make it relevant to users’ needs.
We designed Content Fusion to help you overcome all of those challenges, so allow me show you how to use it.
Using Content Fusion
Let me be clear about something - Content Fusion is more than just a writing tool. It’s a complete environment to analyze a keyword and the entire copy for insights to create targeted, expert content on any topic.
Here are specific use cases for when Content Fusion can help improve your content.
#1. Expanding the Content’s Authority
Creating authoritative content begins with considering what words and phrases are used frequently across the entire web. If you want to rank for a certain term, you must first consider what topics, concepts, words and phrases the search engine probably wants you cover, but you must also, and more importantly consider what your users want you to cover.
Often, a person writing the content lacks the expertise to make it an authoritative piece on their own. They miss out on critical semantic phrases, keywords, and even specific insights - factors that help you to be more relevant, more comprehensive, and potentially more useful to your audience. This is especially true for informational type searches (although it can also be true for transactional searches as well).
However, in the times of fierce competition for the audience’s attention, communicating authority is beyond fundamental.
With Content Fusion, you can analyze your content idea against other pages ranking for the same term, and get suggestions for:
Additional keywords to include. Navigating this list will help reveal what other information users search about a particular search phrase.
As you can see from the screenshot above, if you’ve already written the content, the tool will also highlight the keywords you’ve already used.
Similarly, Content Fusion suggests what other information users ask about the topic, providing a list of its additional aspects that you should talk about in your piece.
With such insights, you can create pages that exceed users' expectations, making them more likely to rank better.
That's what happened to one of our clients. This B2B company used the platform to find ways to enrich existing content on a category page. By expanding the content with the additional information Content Fusion suggested, they moved their page ranking from 100+ to the 2nd page within a week.
Another client, a travel company, used Content Fusion to test enriching existing content on a hotel’s property and expand the number of keywords for which their pages now rank.
#2. Uncovering the Intent Behind a Keyword
When searching, users typically aim to achieve one of four objectives. They either look for:
- Insights about something or someone,
- Product or service recommendations or
- Specific information about a business like its phone number or location.
In SEO, we refer to those as four search intents. Needless to say, understanding a person’s reasons for using a specific keyword can determine many aspects of your content.
For one, it can help you determine what type of content to create.
The intent behind a keyword can reveal whether this term is transactional or informational. If it turns out to be the latter, for example, then you might find an opportunity to position your content in the Answer Box.
With a transactional keyword on the other hand, you can strive to increase conversions, and so on.
What’s also important is that intent might change throughout the year.
Depending on the time of the year, a keyword might be more transactional. In those months, Google might highlight sites where you can buy or transact in some way. But other times of the year, it might be favoring blogs, offering advice on various aspects of the topic.
And Content Fusion can tell you what intent searchers have for your desired keyword. Leveraging artificial intelligence, it reports what stage of the buying a searcher might be in.
This is a groundbreaking feature allowing any organization to position the right content in front of their audience while always delivering on their expectations at the same time.
#3. Prioritizing the Content Roadmap
Most organizations have a long list of content ideas, keywords, and even specific topics they plan to publish, yet so many of them struggle to decide which ones to create next.
At the same time, the audience’s interest in different topics varies throughout the year, and this seasonality will affect the success of a content asset.
Content Fusion analyzes keyword seasonality, allowing you to decide the best time to publish the content.
Use this option to determine when to prioritize particular topics, and in the process, organize your content roadmap for the biggest success.
If you’re a company that prefers to plan the editorial schedule ahead, this feature will solve a major problem of deciding when to launch various assets.
#4. Discovering What Content Types Your Audience Seeks
I don’t believe in any single rule for what content can rank higher. True, all other factors being equal, a more authoritative and longer blog post often comes out higher.
But, if you analyze SERPs for many keywords, you’ll find many exceptions to this rule. You’ll notice that sometimes Google prefers shorter content, leaving more in-depth pages behind.
Here’s one example. The first three results for this keyword are far shorter than the results below.
Here’s another example where the search engine displays short pages above long-form content.
Such data suggests that Google rewards shorter content for this keyword. And so, investing time into creating lengthy articles might prove counterproductive.
Similarly, you might also uncover that the search engine favors different content types than what you’ve expected.
Content Fusion analyzes top pages ranking for your desired keyword, allowing you to gain intelligence into what content to create to satisfy audience preferences.
Furthermore, it allows you to review how those pages optimize their meta tags to identify what works for them. And then, create your meta title and description, comparing how it fares against the competition.
Knowing what content type and length works best in search will help you create pages that represent what the search engine wants to propagate in search, from the get-go.
Creating relevant content for your audience is difficult - but it doesn't have to be. Although many brands turn to the quantity to overcome their challenges, the real secret of publishing content that engages and ranks at the same time is using data to backup decisions about various aspects of content, from type to length and even the information to include.