7 Things I was Underestimating While Crafting Content | RankWatch Blog

Check out what's new and upcoming
in RankWatch

7 Things I was Underestimating While Crafting Content



Creating new content is the need of the hour for every business out there. It can be even said that the digital world works on the power of content, created and published by companies and individuals around the world, to be consumed by users at large. Content creators can use all types of strategies to craft content – from text-based articles to beautiful infographics to informational videos – and even consider user reactions as a factor in their plan. However, they can still make some mistakes in the content creation cycle. Whether it is during the idealization or creation part, these mistakes must be corrected before they sabotage the quality of the content.


So, here is a brief outline of the top seven things that must be taken seriously while creating content. These have been prepared with two things in mind: the side where the content is created (creators) and the other side where the content is consumed (readers).


1. Follow a Structure


In this digital age, finding resources to create content is very easy. One can take any random topic that they want to write about, gather sources available on the web, and start creating content. However, what one should focus on the most while creating content is the structure.

If search engines are taken into consideration, the content must be both frilly and weighted. A search engine bot will regard content that is written in fragments highly than one written using blocks of texts. This is the reason why search engine optimization (SEO) experts often suggest content writers use bullet lists, listicles, and subheadings. If SEO is of vital importance to a campaign, a writer must follow the basic guidelines.

It is also important to take the universal structuring standards into consideration. Readers will be more receptive to a content that is structured in a universally-accepted manner, which can help businesses send their message across.

2. Catchy Headlines


The title of an article is one of the most important elements of an article. The headline/title of a content piece not only informs the reader about the subject of the content but can also help it gain more readership.

For example, an article about the topic “social media” can have the following two titles in the same vein:

  • An Overview of Social Media in 2017

  • Which Social Media Sites will prevail in 2017?

As is evident, the second headline is punchier and will be more effective as far as content marketing is concerned. It gives the reader a direct reason to click on the headline. On the other hand, the first title relies on basic keywords to form itself. At a time where social media plays a huge role in marketing campaigns, writers must pay extra attention to creating the perfect headline However, writers must avoid clickbait headlines – like the ones used by Buzzfeed and Cheezburger.

3. Use of Images


Content that has images in it has more chances of being read than a text-based article. This basically has everything to do with the human psychology where people react better to images. Pictures, infographics, graphs, pie charts, etc. can have more impact on a reader than long paragraphs.

Additionally, it takes a person less time to process an image or a video than a text-based article. For example, a slideshow containing infographics about social media trends will be more effective than a long article that talks about the same topic.

Rich media like images and videos are thus highly recommended in any content marketing strategy. A hybrid of text, images, and videos can also be considered.


4. Readability



Similar to how the UI of a website is designed, a piece of content should be designed in such a way that it appeals to the reader. An article, written in three parts, that asks the reader to click “Next page” every time he/she reaches the end of the first part can be annoying. It can even drive the reader out of the website, never to return. Short sentences, crisp language, and easy references are the basic elements of a well-written content. The easier the language the better the readers will be able to follow the content.

One other factor to be considered is ad-placement. If a reader is going through a long article about social media trends, he will be turned off by frequent pop-up ads on the website. Proper placement of advertisement is also important, in a way that it does not obstruct the reader.


5. Play with Humor


An article that has a little bit of humor is always accepted as good content. Since content is largely intended for humans (as opposed to search engine bots in SEO), humor can be used to entertain the reader. For example, if a person is reading an in-depth survey report on internet marketing trends, a little bit of comic references (pop culture, humor, cinema, etc.) will improve the richness of the content. The reader will stay with the content for longer if he finds it interesting.

A content piece that is filled with technobabble is most likely going to bore the readers. But, if the technical details are kept to a minimum and instead replaced with comic references, more readers will go through the entire piece.


6. Uniqueness


An article that has been published elsewhere before not only has the disadvantage of a potential copyright issue but also can affect the readership. For instance, a reader who has already read a report about internet marketing trends in website A is not going to appreciate it when he finds the same (or almost same) content in website B. The content creator can even be accused of plagiarism, which is a serious crime in the digital world. Instead, the focus should be on creating better content. In this case, the writer can write a brief analysis of the report and provide his take on the topic if he is an expert.

Moreover, unique and fresh content can have tremendous effects on a marketing campaign.


7. Positive Tone


An article that provides some kind of positive information to the reader can have more impact than an article that explores a negative idea. Why there are so many articles about self-motivation in the public domain is a direct testament to this fact. People love reading motivational articles which can help them create a better version of themselves.

Hence, articles about personal growth, tips about personal finance, and tricks to practice management are more popular on the internet. There are even blogs that rely on such topics to make money.


Wrapping Up

These are the top seven things that every content creator should take into consideration before, during, and after creating content. Whether it is a content writer or a digital project manager, it is absolutely vital to not underestimate the power of these seven elements. If high readership, lead generation, and user engagement are the primary metrics that one uses to measure a campaign’s success, these seven factors become all the more important.

Content can be seen as a pillar of any marketing campaign. It is not sufficient to just have a pillar; one must also ensure that the pillar can sustain the weight of the campaign and give results.


Samantha Anderson
Samantha Anderson Is college Educator with a tendency to innovative teaching approaches. Samantha believes in Emotional Intelligence as in the leading skill of learning, and she kindly spreads this idea on her blog. To practice her researching skills Samantha writes college papers for writing service PaperWritten. In her free time, she enjoys active way of life by hiking and traveling a lot.