Skip to content 
Set your standards high
you know a piece of content isn’t ready to publish if the people creating it aren’t super excited to publish it and see their name next to it
Stay up-to-date with Google Trends
keep an eye out on the People Also Ask (PAA) boxes on the Google SERP
Diversify your traffic sources with non-organic content
- social media
- websites
- expert quotes
- original data
- trend coverage
- links to related industry news
- real-world examples
Think about the bigger picture
- respond to real-time needs with awareness and empathy, especially during times of uncertainty
Know the “why” behind your goals
- There’s no sense in creating content unless it’s intended to contribute to a concrete goal for your business
Historical optimization is non-negotiable
- revisit and updating existing pieces of content with more helpful and relevant information
- new, more competitive content is being created every day and can show up on the SERPs, pushing your posts down. With that in mind, make re-optimizing your existing library part of your content repurposing strategy so that your organic channel stays healthy
Brush up on project management skills
- Content – especially content that is created collaboratively – needs to be planned and managed effectively
- Communicating goals, establishing quality guidelines, and sticking to timelines all require strict project management skills.
Get aligned with the product team
- Content – especially content that is created collaboratively – needs to be planned and managed effectively
- By naturally inserting relevant information about your product’s features and the types of challenges it resolves, you educate your audience in a way that helps you 1). establish your brand as an industry thought-leader, and 2). show your audience how your product resolves their pain points
Promote content using different creative assets
- Over time, you’ll gradually get a feel for what types of creative assets your audience reacts to – especially on different channels
- infographics might work well in email, but not on social – meanwhile, your social audience may gravitate towards video
Advertise contextually
- When you find creators that genuinely align with your brand values, ad production is a smooth process
Invest in an in-depth video strategy
- Having explainer videos or common FAQ videos that can support your customer service department is a good idea to increase sales and improve customer experience
Maximize the reach of your content with cross-promotion
- cross-promotion should be thought of in the planning stage to maximize the chances of cross-promotional success
- If you’re producing a YouTube video, is there a relevant blog post that you can embed it on?
- if you’re creating a blog post, what key tips can you pull out for a podcast interview, Instagram multi-post, or LinkedIn PDF?
Make your content skimmable
- breaking up those giant text blocks in your blog posts makes content more approachable, consumable, and (ultimately) actionable
Make your own best practices
- What works on one website for their audience might not work for yours
