Undoubtedly you’ve heard the expression “content shock,” coined by marketing expert Mark Schaefer.
With immense respect, I have to admit: I don’t believe in it.
The idea that there’s so much content out there, people are tired of content altogether? That no one’s giving new content a chance? That it’s too hard to get new content seen?
Not buying it.
I think what’s happening is simply this: People don’t want “content.”
They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place.
To reach our audience, we need to stop creating content and start producing the best answer to their queries. Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there’s an agency name in there somewhere, I can feel it).
It’s easy to find Buy Mobile Database examples of what Lee Odden refers to as “best answer content.” Just go to your friendly neighborhood search engine, enter a query, and browse the first few results. With few exceptions, you will see content that is:
Addressed to a Specific Audience
Addressed to a Specific Query
Comprehensive, Addressing Complimentary Queries and Crosslinking
Not Blatantly Promotional
At TopRank Marketing, we call this type of content a “Power Page.” It’s designed to not only top the rankings, but inspire longer time-on-page, lower bounce rates, and direct readers deeper into the site with solid next steps.
Here are a few of my favorite Power Pages. Some are from our clients, some I found at the top of my search results.
#1: A Beginner’s Guide to Email Marketing
Graph of Email Opens Over Time
Nobody beats Neil Patel and his crew at KISSmetrics for sheer volume of best-answer content. This 2,000+ word monster is ranked in the top three on Google for “How to Do Email Marketing.”
It’s easy to see Best Database Provider why. Author Nathan Hangen walks the reader through every aspect of creating an email marketing campaign, including tangential topics like how to put together a newsletter and how to write a compelling CTA.
This piece’s search engine ranking is a clear indication that great content is its own SEO. There’s no keyword stuffing in the first paragraph, no awkwardly-shoehorned-in links. It’s just great, valuable, thorough content.
To my eye, the only thing lacking here is a navigational element. A sidebar with links to the headers would make it even easier for people to find what they’re looking for.
#2: 7 Questions Every B2B Content Marketing Strategy Should Answer
B2B Marketing Questions
This page from client LinkedIn Marketing Solutions looks like a mild-mannered blog post, but it’s secretly an organic search powerhouse. Most blog content has a limited life span for search potential. Blog posts generally get shared in the first 2-3 days, then the Internet’s collective consciousness moves on to the next new thing.
By contrast, this post was designed to be evergreen. It addresses crucial concerns marketers have about B2B content marketing strategy, thoroughly answering each and including links to further reading. Many of these links are next-steps to gated content, which add value while also capturing leads.
#3: 100 Best Paleo Diet Recipes of All Time
100 Best Paleo Recipes Graphic
Not every Power Page has to be a 2,000 word original piece of content created from scratch. This page from Paleo Grubs ranks highly for “best paleo recipes,” and is at heart, a roundup of the site’s previously-published recipes, with a few external links for good measure. A little repurposing, a little curation, a little new content for the blurb on each recipe, and voila: An evergreen resource.
This page not only has immediate value for a reader, it has lasting value. They’re bound to spend several minutes browsing, then bookmark the page for future reference.
Notice the CTA at the top left, and the continued offers throughout as you scroll. They’re never intrusive, but they’re highly visible just the same.