It doesn’t matter whether you’re a seasoned inbound marketer or a “noob” business owner – trying to come up with the best content to put on the web is a continual struggle, one which won’t end until your business does. To help simplify matters, marketers have come up with what they have referred to as the “4 U’s”:
How The 4 U’s Can Change Your Content For The Better
There are two reasons why the 4 U’s are a great guide to creating content – but word to remember is ‘guide’ – not every U will be right for YOU:
- They cater to the wants/needs of the reader or visitor; and
- They cater to the wants/needs of the search engines
It’s no secret that with the recent Panda and Penguin updates in Google that this search engine giant is looking for quality over quantity, and is giving websites with great content higher rankings over those with bad or “garbage” content. There’s a reason for them doing this: Google wants to serve the public and give them what they want (how else will their AdSense campaign survive?). And what does the public want? Up-to-the minute quality content that will help them fix the problem that they’re having right here, right now.
Incorporating The 4 U’s Into Your Content
Here’s some good news for you: you can start incorporating the 4 U’s into you content today. Don’t wait until tomorrow or next week, start fixing you content TODAY.
Urgency: This will have readers responding to CTAs (calls to action) and/or opening email faster than you could ever imagine. But be aware that Urgency, while important to sales copy, is not often so important for blog posts or business pages.
Unique: Separate yourself from the competition and present helpful and original content. Don’t copy or aggregate content from your competitors – add your own twist and insights.
Useful: The era of “spam” content is OVER. Get with the program and take time to write content that makes sense, is relevant and of use to your readers.
Ultra-specific: Don’t cater to the general public; drill down to your ideal customers/clients pain-points, and give them the solutions they need or information they can apply to their circumstances.
Learn a little more about Urgency.