It is the bane of bloggers, the crucible of copy writers, and an amazing album by Peter, Bjorn and John. I'm talking about Writer's block, and I'm experiencing it now. That inconceivable moment when the clicking of the keyboard comes to a crashing halt. How do you respond? This blog explores SEO tips on content creation when your creative muse calls in sick.
Formula For Content
Sometimes we need to go back to the basics. What's your recipe for success? Creating original content is the result of understanding our subject, our audience, and applying the best technique to convey our message. A good formula to remember is one I learned while writing for the web with the National Park Service. This is Interpretation 101.
(KR + KA) x AT = IO
(Knowledge of the Resource + Knowledge of the Audience) x Appropriate Techniques =
Interpretive Opportunities
Let's apply this formula to content opportunities:
(KR + KA) x AT = CO
(Knowledge of the Resource + Knowledge of the Audience) x Appropriate Techniques =
Content Opportunities
Knowledge Of The Resource
Now that we have the framework, time to discuss the variables. Keywords are usually reserved for meta descriptions and SERPs, right? Think again, keywords are essential when encountering writer's block. Google AdWords: Keyword Tools is the first stop for topic ideas. Here's your first actionable: Get keyword ideas that are related to your product or service. This helps you approach topics from several different perspectives, while also gauging audience interest on a global and local scale. Whether you are a local coffee shop or Search Engine People, you will want to know your community. Need more queries? Click the drop down next to your results and find "show more like this".
Note: You may not always be the best person to answer these questions or handle this topic, but someone on your team may.
Knowledge Of The Audience
Alright, we have some ideas. We know what people are searching right now, but I need to be ahead of the curve. We have our keywords, now we need a crystal ball. Until that day, try Google Trends. Here, we can explore keywords by seasonality and regional interest. But what I really pay attention to is the 'Forecast' feature that looks months in advance. Another focal point is the "Related terms" section. Find the "Rising" Tab. This will give you insight on related terms that are gaining steam. Or drill down by category. It may not be a crystal ball, but I have made many onsite content updates thanks to this feature. Rank may be relative but the point is to stay relevant!
Appropriate Technique
So we know our subject and audience. We need to know our technique. Investigate how your topic is being displayed around the internet. Remember, everyone uses the internet differently. Depending on the search engine, linguistics range from Answers.com to Youtube.com. Ask yourself, "What techniques are successful with respect to my subject and the audience I'd like to reach?" Personally, I'm a fan of http://www.soovle.com/. It's an all-in-one look. Need to know what's trending in Social? I've said in previous blogs, use icerocket.com. It's an amazing tool. And remember, the best content will use several techniques when appropriate.
Content Opportunities
To my fellow bloggers, copywriters and music enthusiasts, here is our synopsis:
When experiencing writer's block:
1) Go back to the basics. Use our Content Formula, (KR + KA) x AT = CO
2) Keyword your way to Content!
3) Global or Local, know your audience.
4) Stay ahead of the curve with forecast and seasonal trend data.
5) Revisit Peter, Bjorn and John's album, "Writer's Block"
If you liked this post, you might also enjoy I Can't Write But I Have To: 10 Tips To Make It Easy On You
