Generalised content has a place in search engine optimization, but the premium content that every targeted online content marketing campaign should be striving for is ‘ultra-specific’. There are some clear reasons for this:
- You’re focus won’t stray from the identified wants, needs and ‘pain points’ of your ideal clients
- You’ll likely rank higher in the search engines for your laser-focused keywords
- You’ll establish yourself or your company as a thought leader on the topic
- You’ll be able to add real depth to the topics to be covered in your content marketing campaign
There’s no question that many businesses struggle to come up with content ideas, or fail to execute them well. By being disciplined about your focus you will find the thought process that much easier – you will not be constraining creativity, but using it more efficiently.
Why This Type Of Content Works
The more specific you are, the more readers you’re bound to have. Why? Because:
- Readers will know you will be delivering content that is relevant to them or their businesses
- There’s an assumed benefit in reading your content – an expectation that grows over time
- The content will be relevant for today, not 5 years ago
- Ultra-specific content is more engaging to your ideal client than same-old-same-old headlines
Ultra-Specific Content Ideas
Consider these tried and true ideas to incorporate into you content marketing campaign today:
- How-To Articles
- Step-by-Step guides
- Lists
Of the 4 U’s, being ultra-specific is perhaps the most important in terms of your blog, article or email headline. Your headline should:
- Reflect what is to follow
- Tell the reader how he or she will benefit
Review the 4U’s of content writing
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