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7 Effective Steps for a Robust Content Development Process

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Successfully creating and scaling content is tough without a defined and robust content development process.

Last year, the marketing team at Ahrefs published over 150 articles and 30 videos. While achieving those numbers is challenging for a lean marketing team, they did it without compromising on quality. How? By following a content development process.

In this guide, you’ll learn what content development is, why it’s important, and how to develop a robust content development process in seven steps:

But before diving into the steps, let’s first define what content development is and learn about its importance.

What is content development?

Content development is the combination of the different steps involved in the entire lifecycle of a content piece—right from its conception to distribution. It involves steps like audience research, brainstorming, planning, editing, and more.

While you may confuse content development with content strategy, both are different. The latter focuses on the overall vision and plan for your content.

However, a robust content development process is a critical part of any content strategy.

Flowchart showing "Content Development Process" is one of three key aspects of "Content Strategy"

Why is it important to have a content development process?

I understand that creating and implementing a content development process may feel daunting. So here are three main benefits of why having a content development process is a necessity for anyone serious about content marketing:

  1. Scale content faster – Knowing the exact time and effort required to create different content pieces allows you to allocate resources and budget faster.
  2. Align content with business goals – A content development process ensures each content piece is created with the overall content and business goals in mind.
  3. Increase efficiency – Having a set process minimizes the effort required at each stage in the development process.

Seven steps to a robust content development process

While there’s no one-size-fits-all model, I’ve narrowed the process down to seven important steps that anyone can build upon to create a content development process for themselves. Let’s get into it.

1. Understanding your market

It’s simple. To create content that truly resonates with your target audience, you need to know them well. There’s no other way around it.

If you’ve done any market research before, you should already have a lot of information about your target customers. Here are a few ways you can use it further to generate content ideas:

Analyzing your competitors’ top content

By analyzing the top content of your competitors, you can quickly understand what type of content and topics your target audience is most interested in reading about.

You can use Ahrefs’ Site Explorer to find the top pages. Enter a competitor’s blog URL and go to the Top pages report:

Top pages report results for Zendesk's blog Top pages report results for Zendesk's blog

What you now see are the best-performing pages by organic traffic.

Talking to customers

Before working on any content, talk to your existing or potential customers to understand their challenges and how they think your product can add value to their lives.

Nothing beats the insights gained by talking to customers.

For example, at Ahrefs, a lot of our customers are part of a closed Facebook community. Just by analyzing the conversations, the questions being asked, and conducting polls, we get a good understanding of what topics we can write about.

Tim's poll in Ahrefs Insider asking members who they are (in-house marketer, affiliate website owner, etc) Tim's poll in Ahrefs Insider asking members who they are (in-house marketer, affiliate website owner, etc)

Using audience intelligence tools

By leveraging audience intelligence tools like SparkToro, you can easily find the social accounts your target audience members follow, the websites they visit, the hashtags they use, and more.

SparkToro overview of people who fall under the "b2b marketing" audience group SparkToro overview of people who fall under the "b2b marketing" audience group

You can easily use this information to generate new content ideas, find distribution channels, and more.

2. Be clear on the purpose of your content

Every content piece should have a clear purpose. Whether it’s driving organic traffic, building thought leadership, or increasing product usage.

Setting an objective helps you to track the right metrics that define the success of the content. It’s impossible to evaluate the content otherwise.

For example, for this post, one of our goals is to rank in the top three positions for the keyword “content development.” Thus, we’ll be tracking this keyword using Ahrefs’ Rank Tracker.

Here’s an excerpt from another Ahrefs article outline that defines the angle, goal, and unique selling point. This helps us write unique content with the objective in mind.

Ahrefs article outline covering key aspects such as title, article goal, article angle, etcAhrefs article outline covering key aspects such as title, article goal, article angle, etc

3. Content planning

You may have a lot of content ideas to work on. But you should start off with only a few. Here are metrics you should take into account for prioritization:

  • Business potential
  • Traffic Potential (TP)
  • Keyword Difficulty (KD)

Business potential

To attract the right audience and drive engagement, you need to focus on writing content that highlights your product as a solution. For business potential, here’s the scale the Ahrefs team uses:

Business potential: Table with scores 3 to 0. And explanation of criteria to meet each scoreBusiness potential: Table with scores 3 to 0. And explanation of criteria to meet each score

Traffic Potential

Just targeting a keyword with high search volume is not enough. You need to look at the overall TP because one piece of content can rank for thousands of different keywords. For example, the keyword “how to water a snake plant” has a keyword volume of 700, but its TP is almost five times the search volume (at 3,100).

Keyword Explorer overview of "how to water a snake plant"Keyword Explorer overview of "how to water a snake plant"

On the other hand, some keywords may have high search volumes, but the TP can be comparatively low.

Keyword Explorer overview of "dollar to euro" Keyword Explorer overview of "dollar to euro"

Keyword Difficulty

KD gives an estimation of how hard it is to rank a keyword in the top 10 SERP positions on a 100-point scale. Along with difficulty, Ahrefs also estimates the number of backlinks you’ll need to rank for a particular keyword.

KD score for "keyword difficulty"KD score for "keyword difficulty"

The lower the KD score, the easier it should be for you to rank high for the keyword rather quickly.

But generally, it’s best practice to target all the relevant keywords that you hope to rank for in the future—even if the KD is high. This will help you understand where you stand and constantly improve rankings as you update the content or build backlinks to it.

Matching the search intent

Creating content that aligns with search intent is incredibly important.

Search intent is the “why” behind a particular search query. It’s related to the content type, content format, and content angle.

Matching search intent is critical because Google aims to provide users with the most relevant result for each query.

You can understand search intent by going through the top-ranking results for a particular keyword. It’s best if you do it right in the SERP overview section inside Ahrefs’ Keywords Explorer because you can see all the relevant metrics there as well. 

For example, the intent of the keyword “content marketing examples” is list posts:

SERP overview for "content marketing examples" SERP overview for "content marketing examples"

Here, the intent for the keyword “install windows 11” is predominantly tutorial videos:

Google SERP of "install windows 11" Google SERP of "install windows 11"

Creating a content calendar

I cannot emphasize enough the importance of planning ahead and tracking content creation. And that’s where a content calendar comes in.

A content calendar gives you a bird’s-eye view of content planning and which content pieces are on track, delayed, and more.

At Ahrefs, the content is typically planned one to two months ahead. But you can choose to plan it according to what suits you best.

If you’re looking for platforms to create a content calendar on, try Notion, Trello, or Airtable. These are the most popular platforms content teams use.

Example of Ahrefs content team's blog calendar on NotionExample of Ahrefs content team's blog calendar on Notion

4. Content creation

Everyone approaches content creation differently. There’s no set process for this. However, there are definitely a few tactics you can implement to streamline the process.

Create a content style guide

A content style guide is a document that illustrates standards for content on a particular website. This helps in enforcing style rules for maintaining consistency and improving communication.

This is especially useful if you outsource your content creation to freelancers and agencies. For example, before writing this article, the Ahrefs team shared with me (as an external contributor) the:

  • Contributor Guidelines (this explains the different steps for writing).
  • Blog Writing Guideline/SOPs (for creating an outline, formatting, etc.).

Recommended reading: How to Create a Content Style Guide

Templates

You don’t need to create every content piece from scratch. Most of the ones you create often fall into a certain type, e.g., list post, video, guide, etc.

For each type, you can create a template to use as the foundation. Then start working on the post. Here are a few blog post templates for your reference. 

SOPs

SOPs (standard operating procedures) are documents explaining how to do specific tasks within your organization for content creation. For example, you can create an SOP for publishing a video on YouTube or writing a blog headline.

Creating SOPs greatly increases the efficiency within the team and is also useful for new employees. It’s also great if you work with many external agencies and freelancers for content creation.

Gif of Ahrefs' "Image naming SOP" Gif of Ahrefs' "Image naming SOP"

PRO TIP

In a recent talk on “scaling content,” our head of content, Joshua Hardwick, spoke about the three S’s of content creation:

  • Systemize – This is setting a defined process for publishing content from the ideation stage. 
  • Standardize – Creating SOPs for different tasks. In Joshua’s own words, “You need SOPs. They are life.” 
  • Streamline – You should figure out a way to do everything better.
PPT slide showing three S's of content creationPPT slide showing three S's of content creation

Feel free to go through his slides of the talk here.

5. Get feedback on your content

To ensure every piece of published content is free of errors and aligns with your content guidelines, getting external feedback and content editing are necessary.

As content creators, it can be difficult to spot mistakes in our own content. And that’s where someone else’s feedback is critical. Your content needs to be subjected to the scrutiny of other experts.

Depending on the frequency of the content being produced, you can hire content editors, outsource editing, or use peer editing.

At Ahrefs, every article is scrutinized by a second person on the team. They point out things like logical loopholes, choppy flow, unclear points, poorly phrased sentences, and so on. They’re also featured as contributors at the end of the article alongside the author.

Bio of Joshua, featuring Sam as contributor in top right-hand cornerBio of Joshua, featuring Sam as contributor in top right-hand corner

In addition to this, at Ahrefs, there’s a dedicated content editor whose responsibility is to proofread every article, align it with the house style, upload it to WordPress, and then update internal links.

You can also share content with people in different functions (e.g., sales, products) or industry leaders and connections to get an outside perspective. Remember, reviewers don’t have to be limited to people within the marketing or content teams.

6. Distribution

To ensure you meet your desired content goals, just creating great content is not enough. You need to have a content distribution strategy in place.

Again, there is no one-size-fits-all model. How you tweak your strategy depends on the objective of a content piece.

For example, if you’ve created a data-driven study with the objective to get links from publications like Forbes and Entrepreneur, your content needs to be seen by journalists or contributors—whether it’s via a cold email, social media platforms like Twitter and LinkedIn, or paid advertisements. 

The distribution channels can be divided into owned, earned, and paid channels.

Examples of owned channels:

  • Website or blog 
  • Email list
  • Your accounts on social media platforms
  • YouTube

Examples of earned channels:

  • Reddit
  • Facebook groups and Slack communities
  • Twitter mentions
  • Forums

Examples of paid channels:

  • Twitter Ads
  • LinkedIn Ads
  • Sponsorships
  • Native advertising via platforms like Outbrain

There are definitely more ways to distribute your content, as these are just a few well-known examples. You don’t need to limit your distribution to these channels. For example, you can leverage email outreach and reach out to influencers in your industry who may be interested in sharing your content. 

Content repurposing

An underrated tactic to get more from your content distribution efforts is by focusing on content repurposing.

Content repurposing is the process of taking a piece of content and turning it into different formats.

By repurposing content, you instantly unlock different distribution channels and audiences to whom you can promote your content. And the best part is that because the content is already created, you don’t need to put in a lot of effort to repurpose it into a different format.

For example, if you repurpose a blog article into a video, you can share it on video-sharing platforms like YouTube or TikTok. An often-used tactic that Ahrefs has leveraged on YouTube is to repurpose popular blog articles as YouTube videos, and it has proven to be effective.

https://www.youtube.com/watch?v=OMJQPqG2Uas

7. Monitoring results

The only way to understand whether your content is meeting the set goals is by monitoring it.

For example, for monitoring website traffic, you can use Google Analytics. Similarly, if your objective is to drive organic traffic, then you should use Rank Tracker to monitor keyword rankings, traffic, and search visibility.

Here’s how you can get started:

Rank Tracker page where user can add keywords to trackRank Tracker page where user can add keywords to track
  • Next, specify the location. You can choose one or multiple locations.
  • Finally, you just need to click on “Add keywords” to submit your request.
  • That’s it. Now you’ll be able to track your keywords, as well as metrics like average position, traffic, position distribution, and more.
Rank Tracker overview Rank Tracker overview

Final thoughts

There’s no doubt that creating and implementing a content development process greatly helps in creating and scaling content faster.

Depending on the type of content you produce, a few steps will be more critical than others. However, you shouldn’t skip any step, as each has its own importance.

Got questions? Ping me on Twitter.

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 


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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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