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Every year people become more and more demanding about what they read on the Internet.

And the point is not even that they are getting smarter, but that there is more and more information, but its quality often leaves much to be desired.

Therefore, in order to stand out from competitors, to promote your website or social networks, you have to do good, high-quality.

However, the problem is that there is no clear criterion that says whether the content is high-quality or not, so in this article we will understand what the quality of content means.

100% quality

Let me tell you right now, we are fans of content. And our main rule is that the content must be of high quality. But the question always arises - after all, quality is an extremely relative concept.

One person might benefit from a 5 minute video about marketing, while another might want similar information but delivered within 30 minutes.

One person may like the pictures in the article, and another may like funny gifs that are not quite in the topic of the article (like this one).

Gif example off topic

So I searched everywhere to find a single definition of quality content, but unfortunately I did not find it.

Therefore, I tried to combine all the information into one simple and understandable phrase, sprinkled with my confetti.

Quality content- this is a material that has a number of characteristics: uniqueness, usefulness, practicality, information content, and which makes the user stay to study it.

In the future, I will certainly decipher each of the above points, since this is the most important thing in this article. But before that, let's immediately agree on all the definitions.

By the way, what is content in general and what is included in this concept. It is clear that this is the material, but what? To do this, I have identified the main ones that are considered high-quality:

1. Text;
2. Video;
3. Audio;
4. Pictures;
5. Presentations.

As you can see, content is far from being understood only as text (by the way, most articles talk about high-quality text).

But I fundamentally disagree. Content can be anything as long as it's cool. For example, in a group ON_ZHESTKOV instead of a standard text post, our manager made a voiceover for this post.

And as practice has shown, it is this content format that has “gone” no worse than the standard text.

Text voice acting

Main criteria

Okay, we figured out the internals of the content. Now we can move on to the main. Moreover, all the authors of successful blogs or large groups/accounts (including us) lay in the concept of high-quality and useful content.

It is these qualities that influence the success of the content, how it is perceived by users and how they relate to you after studying the materials. In short, how to create quality content.

And I went a little non-standard way. Initially, I will try to highlight the key points without reference to the sites.

And below I will add which criterion, depending on the site, affects this or that factor.

And what needs to be done so that the quality of 100% turns into the quality of 146% (an old joke about elections).

1. Useful

In my opinion, this criterion is the most important. Coming to the blog, group in in social networks or a personal page, and by studying the material, the user should receive useful content.

That is, what he can take and apply. As in that joke: “Right now! Immediately!". And no matter what it will be - practical use or numbers from statistics, the main thing is the benefit. The second point is formed from the first point.

2. Themed

The benefit, if we are not talking about entertainment content now, can be given only if it is something specific.

That is, the material that first talks about fish, and then abruptly goes to fleas (also an anecdote) will not be in demand and cannot be called high-quality content.

It is the disclosure of one topic within the entire site that can be called the creation of high-quality content.

3. Trusted

Content must be credible. Because of trust, you will be read and naturally bought (otherwise, why make high-quality content). Trust in materials can be built fairly easily.

To do this, you need not just to rewrite someone else's material, but to reinforce knowledge from different sources, such as experiments or statistics. This is called a professional approach and inspires confidence. And as a result, people are coming back.

4. Actual

One of the factors in how to make quality material is to make it relevant. That is, now I am talking not about reviews of recent news or incidents, but about the connection with reality.

If the information from the article lost its relevance 2 years ago, and you are writing the article only now, then such content is a priori not of high quality.

5. Viral

Virality means that people share your information on social networks.

And in fact, this very fact is a clear indicator of high-quality content, when the reader is ready to put his reputation on the line and repost/share your material to their social networks.

Each of your material should create a certain buzz that users will share and thereby attract new users.

6. Emotional

This is the most underestimated factor, which we at our company consider to be almost dominant in any material.

The bottom line is that each of your material should evoke emotion. The more diametrical it is to the typical state, the better.

Emotion makes contact closer, which means that a person can sometimes use your product without any logical conclusions. As usual, girls buy a new dress on sale.

Site difference

Remember I wrote that the quality of content depends not only on the criteria in general, but also on the site on which it is hosted?

Well, for example, take the same Youtube. One of the criteria for quality material is a well-shot and edited video based on some key or relevant idea.

This all applies to frequently asked question how to make quality content on youtube.

And here you can make at least the coolest and most exciting content on YouTube, but if this visual component is missing, then no other factors will help.

That is why I decided to add a few criteria for the sites (in particular, I took the site and social networks), paying attention to which you can make the content much better not only for people, but also for robots.

Yes, I'm talking about the same promotion with the help of . It may seem unexpected, but it is high-quality content that helps in promotion.

1. Blog on the site

Uniqueness. I think you yourself belong to that class of people who will not read the information if they have already read it somewhere. That is why the content must be unique.

This is of course the default, but things like quotes or excerpts from a book reduce its uniqueness.

And for websites / blogs, this is damn important. That is why the uniqueness of your text materials should be at least 95%. And you can check this using the service - text.ru.

Uniqueness

Optimization. Here I will not focus too much, since I am not a technical specialist. To do this, you can read our article.

It describes in some detail how to create high-quality content in terms of SEO.

But in short, the text should contain: the title and keywords, the structure and hierarchy of the text and, of course, linking with other articles on the site.

CEO

2. Social networks

For example, it can be well-shot and edited videos or professionally shot and processed photos (for the same content on Instagram).

One of the solutions for the visual component of the ON_ZHESTKOV group is specially filmed video files in gif format that visually distinguish our content from competitors.

visuality

Unusual. This can be not only the unusualness of the content itself, but also the unusualness of its presentation.

For example, in one of our projects on sales training on instagram, instead of standard photos or pictures with inscriptions, we use videos and non-standard pictures, which are poorly associated with sales, but arouse interest.

unusual

And so that you have an understanding of high-quality content on social networks (since we have noticed an increased interest in them lately), I decided to break them down into specific sites and give recommendations:

• Youtube. This social network (since June 2018 they have added a couple of services and officially became a social network) is created for entertainment.

  And even business channels are made in this style. Therefore, users consider quality a coolly edited video with a splash screen and effects, lasting no more than 30 minutes. Humor and jokes are highly desirable.

• In contact with. Users prefer topics on business and motivation. The text of publications should be both large and not large in length, but most importantly - divided into paragraphs.

  It is also important to accompany with pictures and music. But the emphasis is still on the meaning, and not on the visual part.

• Facebook. The inhabitants of this social network are prone to content from a series of science, politics and big business.

  Therefore, here, quality content is considered to be a long, well-formed post (longread), structured, confirmed by facts, quotes, and always with conclusions.

• Instagram. Here people prefer content aimed at motivation and inspiration.

  These must be edited photos. good quality or a high-quality edited video lasting up to a minute. The text is also important, but first the visual part.

How to create quality?

Good. You understand that you need to create quality content. It remains to understand how to do it right. And then it will be possible to fill the site with quality content.

Of course, there are several options, like writing it yourself or buying it.

But as practice shows and an old saying: "If you want to do something well, do it yourself." Therefore, I recommend the following option.

freelancer

Depending on the format, you order material on various freelance exchanges.

For example, it could be the contentmonster.ru exchange. Or sites where performers can create infographics or create high-quality photos like kwork.ru.

And here it begins important point! Remember I said that you have to do everything yourself?

In the case of content, even the best article will still need to be finalized and designed in your corporate style, seasoned with practice and usefulness, since most copywriters write well, but often these are common words or rewriting.

On one's own

The best option is to do everything by hand. Yes, it's boring. Yes, it takes a lot of time. Yes, it is somewhat difficult.

But people need exactly your experience, your style, and not just another essay from the institute. Therefore, hands to feet and start working on your perseverance, because it will be very useful to you.

Moreover, the most interesting thing is that at first everything will be fine with you, then everything will be bad (creative crisis, general burnout).

And then you, like a Phoenix, will be reborn and begin to quickly and efficiently issue high-quality materials, just like a Kalashnikov assault rifle. This has been tested on myself for 2.5 years while I am writing this blog.

Life hack. If you do not know what is better “will go to your subscribers in the social. networks”, then you can monitor successful groups of competitors using the service: feedspy.net and select the desired format.

Briefly about the main

As you can see, making quality content is not easy. You need to find a hot topic and play with it.

That is, find useful and interesting information on it, spice it all up with practice and arrange it beautifully.

And if we are talking about a blog and SEO, then it is also correct to optimize. That is why high-quality content is highly valued by users. For what you are trying.

It is these efforts that will sell your products or services (after all, this is what all content is made for), since human psychology comes into force here.

“If a person is so bothered about creating content for his site / group in social networks, then how will he work on my project.”

As I wrote earlier, it is not only the fact that you are a professional in your field that inspires confidence, but also your approach. Thus, quality content generates trust and sells.

Greetings, my Dears. I have already written more than once that content drives and that it is the key to the success of your projects. But I rarely talk about what content is, what types it comes in, what features and purposes it has. But this is also very important! Therefore, today I decided to dedicate my article to the king of Internet projects - content.

In fact, you can talk about content forever. But as part of today's post, I will only talk about the main types of content that you need to use on your blogs.

What is content?

Word " Content"comes from the English word" content", which translates as " Content«.

Respectively in content marketing this concept stands for any kind of information that is on the site. In other words, content is the material of any site (stuffing), for the sake of which visitors come to the site.

As I wrote above, content is the basis of any Internet project, be it a website, blog or information product. And such factors as attendance, subscription and client base, and, accordingly, earnings depend directly on it. That is why it is very important to treat content with all your heart and make as much effort as possible to create it.

It's no secret that search engines used to rank sites based on factors such as article optimization, such as spamming. bold selection, buying links, etc. Now such actions not only do not work, but also allow to aggravate the situation. Currently, search engines pay attention to on the quality and usefulness of the article!

Another factor that depends on the quality of content is user behavior, i.e. behavioral factor. After all, if your material is uninteresting, then with a high probability the user will immediately leave the blog, and most likely to your competitor. And if the content is useful and interesting, then there is a certain probability that, in addition to studying this material, the visitor will also go to other pages of your blog.

We figured out the concept, now let's move on to something more interesting, namely, what are the main types of content that exist and what is the purpose of each of them!

And already each of these groups contains several more species. Let's take a look at each of them. And we'll start with a group called " Text which every blogger is already familiar with.

1. Text article– absolutely everyone is familiar with this type of content, because it is he who is most in demand and relevant today. Essentially to this species include media-style articles. Text, text and more text.

2. Technical article- this type is also familiar to everyone and is no less used in blogging. This type includes articles that are devoted to some technical issues, for example.

3. Interview- are used much less frequently than the previous two types, but in fact they are no less effective in terms of providing important information. You can read more about the interview.

4. Reviews- a type used in rather narrow topics, for example, on sites with reviews of electronics or cars. But also, it can be used in other subjects, but much less often than all the previous types described by me.

5. Polls- this species does not quite belong to this group, but still it should not be overlooked. You can use both poll posts only, and write text or technical articles using a poll inside a post. This allows you to collect the information you need without much effort.

We have successfully dealt with the first group, now let's move on to the second, which has the name " Video". What is included here and what purpose do they have?

6. Video podcast- is used most often in a field such as, and very rarely in blogging, although it is a pity. This type consists in the fact that the author of an Internet project records a video clip, where he himself records a certain topic for his readers, visitors or clients and gives an answer to the question posed at the beginning. This type perfectly complements a text or technical article!

7. Screencast- a more commonly used type, which consists in the fact that the author records a video from the screen of his computer or laptop, for example, a slide presentation, where he again talks about the topic and gives an answer to the question posed. This type is often used both in blogging and in the information business and is intended, as I said, to educate the visitor on a particular topic.

The third group is called Audio” and contains only one main view.

8. Audio podcast- in fact, this type is very similar to the two above, but differs in that it is recorded only on a microphone, without using a video camera or recording from a computer screen. That is, again, you talk about the topic with your voice and give an answer to the question posed, but already simply in audio format.

And last but not least used group " Graphic arts“, which is practically not used separately from the “Text” group, because It is in the aggregate that it has indescribable advantages over others.

8. Images- this type includes ordinary images in posts, for example, as in this article, diagrams, drawings, photographs and animations. Here I think there is no need to tell anything, everything is already painfully familiar and understandable.

9. Infographic- but this species has recently become more and more popular, and for good reason. An infographic is a specially drawn image that allows you to fit an article of any size in the form of clear and short diagrams, notes, pictures, etc.

So we have sorted out with you what content is, what types it comes in and what purpose each of them has. Now is the time to move on to how to create content for your Internet projects in the most correct way so that they bring maximum benefit.

The most important rule that applies to all types of content, which must be remembered once and for all, is that content should be as useful as possible for your readers. Now many will say “Yeah, I just discovered America” ... Yes, this rule has already been tortured to the point of horror and it is spoken at every step, all and sundry. But why? why then do many still write disgusting articles, record terrible videos and post clumsy infographics!? Understand that if you want to achieve great results in blogging, educate a thousand people, then start with yourself, start by educating yourself! Learn how to write cool articles, learn how to record useful screencasts, buy a quality camera and start recording videos, etc.

And only after you educate yourself, only then proceed to educate others! That is when you will truly succeed!

Say STOP to rewriting and other theft of other people's content! Create your own unique content and take Russian blogging to the next level!

And you can read more about writing articles in my other article, the link to which I gave a little higher.

Conclusion

On this I think it is worth ending this article. If you have read it from beginning to end, please leave your comment below. Or, if you have any question, ask it, also in the form of comments below. I will definitely answer it.

Content is the content of your site. It can be represented by texts, videos, articles, press releases, blog posts, news, infographics and other forms.

Content is conditionally divided into three types: selling, entertaining and educational (informational). It is the tool with which you achieve your goals. For example, to cut bread, you will not take a chainsaw, but a special bread knife. So it is with content. If you need brand recognition, create funny or educational videos featuring your product, for example. Users will share videos with each other, and your product will seem a little familiar to them.

Pictures, videos and only then text attract users most effectively.

Set goals first, then choose a tool.

Let's take a closer look at what each type of content looks like, where and in what cases it is used.

Its purpose is to sell your products or services. Selling texts identify the problem of the buyer and offer a solution with the help of your product.

Should take up approximately 30% of all content.

Text is a silent seller on your website

• Refuse complex terms and abstruse long explanations. Write as if you are talking to friends or acquaintances.
• Think in advance what your future buyers might disagree with. In the text, try to answer their objections and questions. For example, readers may find that the price of your ATVs is too high. Offer options for buying in installments or credit, promise a discount on the “Bring a friend” promotion or split the amount into smaller parts “For only 100 rubles a month you will receive ...”.
• Do not write: "We make quality dresses." Replace phrases like this with specific properties and benefits for the reader: “Dresses retain vibrant color even after 30 washes.”

Creation

There are several ways to create selling content. Typically, texts are written according to the AIDA model, where each letter represents a key action. You need to draw attention(attention) arouse interest(Interest) arouse desire(Desire) and call to action(Action). Attention is drawn with the help of the heading, the first paragraph arouses interest. To call the desire to purchase a product or service, the main part of the text is used, and the last paragraph or the “Buy / Order / Subscribe” buttons call to action.

There is another structure for presenting information - ODC. it sentence(offer), time limit(deadline) and call to action(call to action).

It looks something like this: “Wedding dresses from 5,000 rubles. The offer is valid until April 30th. Call right now at +7 999 999 9999.”

A headline, an ad, a sales pitch, a description of a product - almost all texts can be written based on this model.

Where is selling content used?

• landing pages ( Landing page, landing pages, one-pagers).
• Commercial offers.
• Texts on home page.
• In promotions, discounts, advantageous offers.
• Texts about services.
• Texts for catalog sections.
• Descriptions of goods.

Entertainment content

The bomb that blew up the internet

Entertainment content takes up approximately 20% of the total volume.

Such content does not lead directly to sales. Its task is to ensure the reach of the audience and recognition of your brand.

No sense of humor or do you think your company is too serious to flirt with customers? Entertainment will not damage your image and reputation, it will only bring you closer to potential buyers. And they will appreciate your ability to speak the same language with them.

Even useful and boring information can be presented in a modern and bright way in the form of pictures or infographics.

To embed entertaining articles and posts into your post pipeline, target your audience. Who are your clients? What kind of humor will they appreciate? Will they enjoy subtle irony more than a selection of anecdotes? By answering these questions, you can choose the style and content of this type of content.

Types of entertainment content

• trending memes.
• Jokes about your product or the area in which it is used.
• Interesting Facts.
• Polls and tests.
• Infographic.
• Contests and sweepstakes.
• Quotes.
• Joint marathons, flash mobs.
• provocative statements.
• Selections of pictures- demotivators.
• Funny video.

Educational (informational) content

Useful content is the key to successful customer acquisition

Educational content helps solidify your status as an expert in your chosen niche, expands your influence, and is great for engaging. target audience. It is consumed by people who are already interested in your product. Sometimes they need to solve problems, and your product can help.

Information content occupies approximately 50% of the total volume.

It helps to build the trust of the buyer, reader, client. For example, your company is engaged in frame construction. On the main page, in the "About us" section and in the descriptions of services, you have placed selling texts.

On social networks, you post jokes, videos, and funny posts like “10 phrases we say when we hit our finger with a hammer.” And on the blog you write informative, useful articles about frame construction: comparative tables of materials, the advantages of different types of insulation.

Readers think something like this: “Hmm, and these guys from K-stroy know a lot of the intricacies of frame construction. It is logical to say so, the arguments are given. They probably do it well. Well, where is their price?

Educating your customers helps create a need for your product.

Types of educational content

• Expert opinions.
• Market analytics.
• Detailed guides and instructions on your or related topic.
• Reviews of goods, sites, materials, industry events.
• Branch news.
• Expert opinions.
• Video instructions.
• Collections of books.
• Trainings.
• Booklets in PDF format.
• Translations of foreign publications.

Such materials are appropriate in your site's blog, social networks, video hosting sites, online publications. There you can post last news and trends in your industry, share your successes, turning them into life hacks, post useful guides.

When choosing where and what type of content to publish, be guided by the interests of readers, their problems, needs, fears. Keep a balance between all types, do not be afraid to introduce new ones, constantly alternate the forms of submission of materials. Don't forget your goals.

Sales Generator

Reading time: 17 minutes

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From this article you will learn:

• Why promotion is impossible without quality content
• What are the characteristics of quality content
• Is it possible to create high-quality content on your own without experience
• Where to look for inspiration to generate quality content when all ideas have already been exhausted
• What tools help in creating quality content

Every day, Internet users are forced to absorb a huge amount of data, so every year they become more demanding of any information posted on the Web. Since there is an intense struggle for consumers in each niche, interesting and high-quality content published on a website, blog or social networks helps to stand out from the competition. Although this term is mentioned quite often, but today there are no clear criteria for the quality of content. Therefore, in this article you will learn in what format it is better to present information to your audience.

Quality content - what does it mean?

How to understand if your content is of high quality if there are no generally accepted quality parameters? For example, for one user, a five-minute video lesson would be optimal, while another believes that useful video content on the same topic should be at least half an hour long.

The situation is similar with graphic material: some people like articles with meaningful infographics, others prefer entertaining posts with memes.

Since the Internet audience is huge, and each user has their own interests and values, it is not easy to formulate criteria for the quality of content. Each author, blogger or site owner has their own ideas about what the public will like.

However, even under these conditions, it is possible to establish the requirements that high-quality content must meet. This is exactly what the material can be called if it is unique (completely author's), informative, beneficial (solves a problem, answers a question, etc.), has practical value and engages the reader (viewer).

To talk about the quality of content, you need to define it. It is clear that this term refers to some information content, however, contrary to popular belief, it can be not only text. Content types:

1. Text.
2. Graphic (image, infographic, presentation).
3. Audio content.
4. Video content.

Despite the variety of content, the question of quality most often concerns the text format.

• Uniqueness

Good content, first of all, is considered to be unique material, that is, completely copyrighted. Search bots highly value texts and images that are not duplicated on different sites. Pages with original articles get into the index faster, rank better and attract more interest from Internet users.

The most effective, but at the same time the most complex and time-consuming way to create unique texts is self-writing. The preparation of the article, of course, will take a lot of time, but these efforts will pay off. In order for the audience to pay attention to the content, write on relevant topics, that is, those that are associated with some kind of “hot” informational occasion or are of the greatest interest to the audience.

• Relevance and thematic content

Another quality parameter is relevance, that is, compliance with the subject of the request, which search engines determine by key phrases in the text. It is by the keys that users search for information, and SEO specialists optimize the pages of the site.

An important role is played by the theme, that is, compliance with a certain topic. To date, to create a good article that will not only please readers, but also get to the first lines search results, two conditions must be met:

1. Insert keywords and phrases (in exact or direct occurrence) from the cluster into the text.
2. Add words from the thematic semantics group.

When creating a page optimized for search engines, you need to do both points, and also check the frequency of occurrence of keys depending on the length of characters.

• informative

Any text should be useful for readers: to solve a problem or answer a question. Before writing an article, think about its purpose, because after reading the user should not be puzzled “What have I just read and, most importantly, why?”. Do not deviate from the main topic and do not get into controversy - there should not be “water” in a good text. For example, if it is enough to write no more than two thousand characters to reveal the question, then you should not make a long read. And the last thing: encourage the reader to think about what is written, keep his attention.

• High-quality markup and formatting

Search engines evaluate not only the text content, but also the design. On a good page, the text is divided into blocks and paragraphs, separated by headings, has numbered and bulleted lists and images. Even if the article is small, make it more visual - add a picture, photo or infographic. Graphic content also needs to be optimized for search bots.

Visual design makes the text more readable. Even an interesting and unique article, which has no headings, no lists, no tables, will not interest users. It is difficult for readers to perceive a continuous text with a monotonous presentation. Therefore, markup is important to attract both visitors and search engines to the website (so that the page gets into the index faster). Look at the sites that rank at the top of the search results for your topic. Analyze the design, use the most successful techniques on your resource.

• Reliability

Good material consists entirely of reliable data. Therefore, in your articles, indicate only that information (facts, figures) that has real confirmation. It is better to double-check the information once again than to apologize to the audience due to an oversight or look incompetent.

Genuine information, backed by facts, builds public confidence in texts, makes you an expert in your field, which in turn ensures a flow of regular readers. Interested users will not only regularly come to you for new publications, but also share (share with subscribers) them, which also contributes to the website getting into the top of the search.

• Relevance

Another sign of high-quality website content is relevance. This criterion suggests that the material should not only be a reaction to some information occasion. Relevance implies that the user, immediately after reading, can put into practice the knowledge that he has learned from the article.

In the text, it is not forbidden to refer to those facts that happened in the past, but are significant to this day. Do not forget that any information must be confirmed and correspond to the topic of the material.

• Content Type Matching

This is another parameter to consider when creating a material. The type implies that when a user's request is entered, the search engine analyzes not only the content of sites for compliance with the phrase, but also, based on statistics, issues the appropriate format.

For example, you enter the phrase "Avengers 4 trailer" into the Yandex search box. The search engine will return a list of pages with videos on this request. That is, by the word “trailer”, it recognizes that the user needs to provide a video, and not an overview text (for example, a review) and not a list of products.

Before promoting new material, analyze the competitors placed on the first page of the search. Find out what type of content is being used for high-volume queries.

For example, you want to promote a page with the key “evening dresses” in the search. However, you sew them yourself to order, and do not sell through an online store. But for this query, Google will return sites, most of which are engaged in the sale of ready-made clothes. This means that for this key, the search engine brings the product listing to the top, that is, websites with a list of products, prices, photos, a “buy” button, etc. Even by writing a unique text with good design and images, by making html markup with the description of the title and description meta tags, you still won’t get to the top lines of the search.

The described problem occurs frequently. Search engines try to satisfy the needs of users as much as possible: if they prefer sites with product listings for a specific request, then online stores will lead in the search results.

The reverse situation: upon request for a service, you will not be able to promote a catalog with goods. The situation is similar with other formats: audio, video, etc. If a user is looking for an online calculator for calculating the amount of OSAGO, then the first lines in the search will be pages with the corresponding forms, and not just informational articles.

The easiest way to understand what type of content is highly valued for your query is to go to a search engine (Yandex, Google) and analyze the sites that are on the first page in the search results.

Go to each web resource and see which format is most commonly used. Supplement them with your main material. However, if your site is dominated by a product listing, then try to do it. So the probability of getting into the top will be higher.

• Literacy

This criterion applies to any format: the text must be written without errors, the speech in the audio or video recording must be clear and understandable. Today, content creators (authors, bloggers) carefully monitor their own literacy. Therefore, repeatedly check your texts - gross violations of spelling or punctuation are negatively perceived by users.

If you write your own articles, then try to constantly read additional literature. Over time, the correct spelling will become intuitive.

• Optimization

This is the basic rule to follow. The principle of operation of search engines is as follows: if the text is not optimized for search bots, it will go unnoticed.

SEO optimization involves the following conditions:

• A good url matches the topic of the request or contains keyword, so the page gets indexed faster.
• The H1 top-level heading also contains a keyword or phrase.
• There is a clear structure and text layout (headings H2, H3, etc.), lists (bulleted and numbered), tables. They help the reader get acquainted with the material faster and are better indexed by search engines.
• The presence of cross-links - more convenient site navigation and link building. Thanks to them, users can be redirected to another page with a related topic.

When writing text, do not use professional slang or terms too actively. Do not write words that visitors will have to search for the definition of on their own.

Do not forget that the text is part of the identity (corporate style), that is, it must correspond to the company's image.

There are several ways to create unique and high-quality content. Let's consider the main ones.

• After the changes introduced in 2018, video hosting has become a full-fledged social network. Most in demand at this site entertainment content, even in business channels. Therefore, it can be said that quality youtube content- this is a video with good editing, visual effects, which lasts no more than 30 minutes and contains funny humorous moments.
• "In contact with". The topics of business and motivation are most in demand among users, so you need to publish both short informative posts and long reads in your group. It is important to format the text well to make it more readable, to add images and videos.
• Facebook. This social network has a business audience that prefers intellectual content. Here they will appreciate a full-fledged article with confirmed facts, statistics, quotes and conclusions.
• "Instagram". High-quality content on Instagram is posts with well-processed photo and video content (up to 1 minute long). Although the text is appreciated, it plays a much smaller role than the picture. The most requested topics are inspiration, motivation, personal growth, beauty and travel.

Important! These are recommendations for a typical project. Of course, even on Instagram, you can attract an audience that will read longreads. However, when choosing any strategy, consider whether it contradicts the general concept.

Common mistakes when creating quality content

• You don't know who you're writing for

You do not have an understanding of who is a typical representative of your audience, what are their interests, values, pains, etc. You do not have feedback from readers - comments, responses, so you do not understand whether users like the material. It turns out that you write for everyone and for no one in particular. This approach is not allowed in modern content marketing.

• You are no different from your competitors

Lack of originality is the most common mistake. Aspiring digital marketers do not try to offer customers a unique product or service, but simply copy the most successful representatives of the niche. Authenticity (the ability to stand out from a dozen competitors) is what allows you to attract the attention of users. When compiling an article, key phrases and the length of the text play a secondary role, and the main one remains with the question “How to surprise the reader?”. It is the ability to arouse interest in people that is the main criterion for the quality of content.

• You only write about yourself

This mistake is made by both start-up companies and market giants. There are thousands of websites and pages on social networks on the Internet, the content of which is devoted only to self-promotion, and this is a huge amount of information that is indifferent to people. Articles are of no use to readers: they don't solve problems, they don't answer questions, they don't give advice, they don't teach. This must always be taken into account. Remember that usefulness is an important requirement, especially for textual content.

• Missing teamwork

Several specialists are working on the creation of the project: a marketer, a designer, an SEO specialist, a copywriter. And each of them has its own KPI and criteria for assessing the quality of work. Despite the fact that each employee has an individual task, the result should look organic. Only teamwork allows you to create content that will not only get to the top of search results, but will also be in demand among users.

• You don't share articles

Some companies have a problem: the text is well written, designed, selected quality images. It would seem that such material should be of interest to users, but no one knows about it. The reason is that links to publications are not distributed in any way on the Internet.

To increase the number of readers, do not forget to share new articles. To do this, specify links in social network posts, send letters by e-mail, etc.

It's not enough just to know typical mistakes and avoid them. The quality of published material needs to be constantly improved. Below you will read recommendations that will help you create high-quality content and improve feedback with users:

• Solve people's problems

An article or video with helpful tips, answers to questions, or unique information is always highly appreciated. It is these publications that receive a large number of reposts and shares.

Let's use an example to explain why useful content spreads quickly. Imagine a beginner photographer who has already mastered the technical issues, but has no experience with live models yet. To understand this, he tries to find information in thematic blogs, publics, forums, and, finally, finds a group on the VKontakte social network, where the post “50 successful poses for a family photo shoot” is posted. Obviously, he will repost this post on his wall so as not to lose it. It would seem that a person just wants to save useful information, which, if necessary, can be quickly found. However, this material will be seen by all its subscribers.

To summarize: high-quality content should be useful to people. If after reading a person can immediately use the recommendations described in the article, then, of course, it is useful.

• Bright header

Even the most fascinating and valuable article will go unnoticed if the author does not give it a title. A few tips on how to write a catchy headline:

• Draw ideas from pop culture

Popular culture can be a real source of inspiration. Content with popular characters or events often goes viral.

Follow the latest in the world of cinema and music, read gossip columns, be interested in events in the field of show business, art and culture. Be creative and use informational occasions to grab the attention of your users and promote your product.

If possible, use the tactics of Nitzan Zimmerman, a real genius in the world of media viruses: during the working day, he manages to browse more than a thousand sites, find relevant and interesting topics. The results of his work are simply amazing, because he attracts tons of traffic to his portal.

Pop culture is a powerful generator of in-demand content that is created based on the statements of influencers or socially significant incidents.

With the advent of social networks, each person has the opportunity to express their position on any resonant event. Therefore, you need to follow the trends and trends of public opinion in order to build content based on "hot" informational occasions.

• Emotions are the basis of viral content

If you have difficulty with the subject of publications, then build a content strategy based on the basic needs of a person, since it is such material that will evoke emotions and feedback from users.

• Content is more than just text

As we already understood at the beginning of the article, content takes many forms, so find out what kind of presentation of information is interesting and in demand among your audience, and adapt it. It can be comics, infographics, photo or video content.

• Answer the question: how?

It has been noted earlier that quality content is valuable information for users. It solves a problem, answers a question, contains recommendations, etc. Therefore, when creating an article or video, try to answer the question “how?”:

• How to choose a hotel?
• How to learn photo editing on your own?
• How to lose weight fast?
• How to teach a child to read?
• How to make repairs with your own hands?

To find answers to such questions, people use the Internet. Give them a ready-made solution - a list of recommendations, a guide, a video tutorial, etc. Such content will quickly become viral, as people will share it and save it so as not to lose it.

• See through the eyes of the customer

Can't figure out what makes your selling proposition unique? Look at your product through the eyes of a customer, put yourself in their shoes.

Try to understand what are the interests, needs and pains of your target buyer, analyze all forms of feedback: telephone conversations with clients, their feedback and objections, frequently asked questions. When collecting this information, involve the sales team. This information will help you better understand your audience, which means that there will be no difficulties in compiling content marketing. Your customers are ready-made ideas: just answer their questions or objections. Such a presentation will arouse the interest of readers.

• Content originality

To create high-quality and original content, you will have to try. Therefore, follow the news of blogs, publics, accounts that are not popular. They can become a source of unique content if you tailor it to your audience.

This is not a call for theft of someone else's material and plagiarism. This advice is as follows: by watching others work, you will hone your own skills over time. At the same time, do not forget about originality. Search engines rank copy-paste badly.

• Engage users - run contests

The interactive format is easy way distribution of your content. Modern users actively participate in contests and sweepstakes, so engage them with this method.

Let’s say you run a photography and photo editing blog where you talk about equipment and tools, give recommendations, etc. Start a Share Your Own the best works, which my blog helped you create. To participate, group subscribers must repost with a publication about the contest and send their photos with brief description. Make up criteria for evaluating all works, and at the end of the competition, give the winner a valuable prize (for example, free participation in your master class).

This is an example that you can adapt to your theme.

• Cover current topics

Creating relevant content is not as difficult as it might seem. Read the news and blogs of popular authors - so you will be aware of trends and major events. How to get ideas from mass culture you already know.

Where do you get inspiration to create quality content?

Tools for finding quality and trending content

To create interesting, useful and high-quality content, you need to follow trends. By analyzing trends, you can:

1. Publish up-to-date information on your website.
2. Write articles that will generate feedback from readers (social media comments).
3. Hold the audience's attention by mentioning the hottest topics in the industry.

Tracking trends gives a significant advantage - the chance to distribute your content without attachments. If your resource begins to attract a wide audience, then it is likely that users will share articles. In addition, you will have the opportunity to become an expert in your niche, whose opinion they are interested in.

It’s easy to find regular content, but to keep up with trending information, you’ll have to explore a lot of resources. Everyone wants to be relevant, interesting, respected, standing out from the crowd, but becoming a character who sets an example is not easy.

There are different tools for creativity and creating useful quality material. However, you need to constantly find new ways to find and compose original content. As noted above, you can find up-to-date information on foreign portals.

The Trends tool allows you to track user interests by analyzing search engine data. Google systems. With it, you can get information about how popular a particular word is and what share it occupies in the total search volume. The service makes it possible to quickly learn about the most sensational and sought-after information on the Web.

• media resources

Information resources are not only a tool for finding information, but a source of ideas and materials for creating content. To receive news, you need:

1. Choose the most popular and suitable for your subject portals or resources. For example, a news website, a social network, a thematic blog, etc.
2. Register as a user or news subscriber.
3. Keep track of new information that appears in the digest, feed, blog, etc.

• Quora

This tool also allows you to find out which topic is most in demand among Internet users. To keep track of trends, create an account, then select topics that are somehow related to your activity.

Useful service Quora is an online platform for the exchange of questions and answers. It also provides an opportunity to keep abreast of trends, find out relevant and fresh information.

Feedly can be called an aggregator of topical news collected from different RSS feeds in one place. The tool allows you to get newly appeared articles from the most popular and frequently visited portals (which have RSS feeds) and get acquainted with them on one Internet site. The service can also be used to follow trends and regularly find out the latest information.

The Reddit service is called start page Internet. And this is very well deserved. Everyone who is an active Internet user should get acquainted with the portal. Once you understand the functionality and learn how to work with the resource, it will become your inexhaustible source of ideas for compiling a content plan.

The difference between the service and many other popular Internet sites lies in the fact that articles on Reddit are subject to requirements for compliance with user requests and relevance. The main page contains the most discussed and interesting posts that have certain indicators of popularity.

All these features of the service make Reddit the best source of relevant and relevant information. With it, you can find out the most trending news at any given time.

Ruzzit is another source of up-to-date, interesting and useful materials. To search for the desired topic, you can use filters, selection criteria and the type of information that is provided from social networks. The system quickly analyzes your request and produces a suitable result.

Unfortunately, the possibilities of the site are quite limited. The functionality only allows you to check how popular this or that topic is among users. However, this portal can be used as a source of ideas and free materials for your content plan.

Universal ideas for quality content that always work

Useful content

• Life hacks. Internet users regularly look for video tutorials and guides on a variety of topics. If you have some skills or knowledge, you can start a blog with useful tips.
• Recipes. A cooking blog is another way to attract a large audience. For many a blog with good simple recipes and step by step guide- a real find.
• Beauty blog. This niche seems to be dimensionless, accounts of new beauty specialists appear daily, but each has its own audience. If you are good at makeup and color cosmetics, then use these skills to promote your personal brand.
• Fitness blog. Sports, fitness and proper nutrition are very popular topics today. If you give unusual, effective and helpful tips about how to put the body in order and properly make up a diet, then you will quickly have your circle of readers.
• Articles about health and medical consultations. It should be noted that this path is suitable only for those people who have the necessary qualifications and education, but do not make diagnoses and do not treat using photographs. Many doctors start blogs and publics, write articles on their behalf or on behalf of the clinic and gain thousands of subscribers. The topic of health does not lose its relevance.
• Psychological help. Thousands of people suffer from family problems, complexes, phobias, stress, depression, etc. They need competent advice on how to cope with difficulties and achieve peace of mind. However, remember that only a qualified psychologist can provide psychological assistance.
• Sex relations. Many men and women experience difficulties in their personal lives. Unfortunately, you can find a lot of "bad" advice on the Web. Provide useful information in an understandable way - thousands of readers will thank you.
• Motivational posts. As motivators, there can be not only texts, but also photos, videos, and even quotes. If you create content that will inspire people, you will gain thousands of followers.
• News. Many refuse this idea, since there are a large number of such portals. However, you can make an unusual blog with the author's writing style and original presentation, then they will be actively interested in it.
• Product reviews. Marketers argue that modern consumers do not trust commercials, but recommendations and reviews from real people. You can take advantage of this trend. Write detailed reviews of goods or services, accompany them with high-quality photographs. Over time, you will have regular readers.

Entertainment content

Educational content

• Popular science articles. Modern young people are interested in science, especially when it is presented in an accessible format. If you can make an original and interesting presentation of dry facts, then millennials will follow your publications.
• Language learning. At first glance, it may seem that the niche is crowded. However, the public, in which the material is conveyed in an accessible and understandable form, will be in demand. In order for the number of subscribers to grow, you will have to work on the quality of the material and its presentation.
• Blog about science. If you are an expert in Greek mythology, neuroscience or probability theory, feel free to share your knowledge with our subscribers. And if your articles are written with humor, then even the most boring topics will become an exciting reading.
• Translations of foreign articles. Can you demonstrate own level language skills and translate materials on the topic that is closer to you. At the same time, you can expand your vocabulary.
• Mini library. Many users will appreciate the resource where you can find both highly specialized literature and foreign classics.
• Business page. The number of startups is growing every year. Therefore, budding entrepreneurs need useful information about business, sales, marketing.
• Profession Notes. Whatever you do, there are plenty of your colleagues on social media who want to discuss their work and learn more about it. You have a chance to become an authority in your industry.
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