1) Don’t just create content, create relevant content
In the same way that SEO is important to help new readers discover your content, relevancy is key to finding and keeping your audience engaged. “I’m in the camp of we don’t need more content out there, we need more relevant content,” Miller said.
How can you start creating relevant content?
2) Focus on content that answers readers’ questions
By focusing on questions from your audience, your content is inherently useful and more likely to resonate.
Miller says content farms full of keyword-based material are no longer effective because they don’t drive engagement. “You should be creating content that answers existing and prospective customer questions and solves their pain points,” he said.
If your content answers questions that your clients and prospects have, they’ll come back for more. “The best answer optimized for multiple channels will be the winner of this game. It’s no longer a game of numbers, but instead [it’s a matter] of relevance.”
3) Measure content performance to gauge success
Once you start measuring the engagement of your content, the relevant content will stand out. Then it will become clear which types of content your readers crave more of.
“I personally think it’s only a matter of time before engagement plays a role in [SEO] rankings,” Miller said. “But the idea with engagement is if your content is getting engagement – people sharing it, liking it, plus-one-ing it – that is a sign of relevance. So the more engagement you get, the more relevant your content is. It’s a good indicator of what is working and what I need to be creating more of.”
For more content marketing tips from Jason Miller and other industry experts, download the Quick Guide to Successful Content Marketing.