Your contents must always bring value to your audience. If a content does not educate, entertain or inspire your users, what value does it have?
Surely you’ve asked yourself more than once “should I really post this?” And you do well. Questioning things is a great exercise to give the best of yourself. In the same way, questioning your content will help you get the most out of them.
I have prepared these 17 questions to which you should always respond with a resounding YES before deciding to publish your contents.
Remember that the creation of content is a cyclic process that consists of 4 phases:
Ideation –> Creation –> Dissemination –> Optimization.
1. Does it reveal new ideas that your audience will value? Does it adapt to them?
You must make sure that the proposed topic has an interest for your audience, that they will like it and that it will fit what they expect from you.
2. Is it credible and reliable?
Speak only about topics in which you are trained. Do not pretend to provide content about which you have no knowledge, as the user may perceive it and lose credibility.
On the other hand, if you can provide real examples in your speech, do it. It is an important point for your content to offer your audience a greater use.
3. Does it complement the set of your contents?
If you have already talked about the same thing before, what is the point of repeating the same type of post? This can even harm you at the SEO level since it can “cannibalize” the keyword. You must ensure that your new content contributes different ideas, complements the rest of your content and answers a different question.
For instance, if you have already generated content explaining what a lead is, do not create another one that answers the same question. Instead, you can talk about how to get them or what lead nurturing is.
4. Does it have the potential to capture traffic?
Perform a keyword search. It will help you to make your content more capable of generating traffic.
5. Do you transport your users through your Buyer’s Journey?
Your content must be useful for the user to advance through the purchase process. Sometimes we make the mistake of creating too many contents of the same phase of Buyer’s Journey, mostly around the discovery phase.
6. Is the title attractive? Will your users be tempted to click?
The title is essential to attract attention and generate visits. Dedicate the time necessary to find those words that get your users can not avoid clicking when reading the title.
7. Does it meet all the requirements of a good SEO on-page?
Not only the title lives the SEO. Make sure all the on-page elements of your content are well worked.
8. Is the text read easily?
Do not neglect the user experience in your content. Reading should be easy and clear, taking care of elements such as hierarchies and taking care of blank spaces.
9. Does it include optimized images that provide valuable information to the whole text?
Images are essential, not only because they create a rupture of text necessary to help in reading, but because they provide information that complements the content.
10. Does it contain the correct calls to action to accompany the user through the Buyer’s Journey?
Make sure that the elements that help the reader advance in their journey (CTAs, internal links, etc.) are present and in the most appropriate place.
11. Does the content comply with what you proposed? Have you asked for external feedback that validates your goal?
It is very common to create content thinking about specific characteristics (entertain, educate or inspire) but not achieve your purpose. You may even believe that you have achieved your purpose but this may not be true. The best thing is to have an external feedback that validates it.
12. Have you reviewed the text before publishing it?
This is crucial! Never, never, never publish content that contains typos, spelling mistakes or grammatical failures.
Also make sure that all the links you share in the text work correctly, that the images are where they belong and that no misplaced elements have leaked to you.
13. Is your content better compared to the one from your competition?
Aim high. If you’re going to talk about the same thing as your competition, what’s the point of making it worse?
Use the Skyscrapper technique: it consists of looking for what content from the competition is working well for the keywords that we want to position, analyze them and, based on what has been discovered, generate a higher quality content.
If your content has agreed with these 13 questions, do not hesitate, publish it. But first consider the following 3 questions:
14. Will it be published at the right time?
Without obsessing with it, you should bear in mind that there will be certain times when your audience visits your container in front of other moments that do not. Keep this in mind especially if your content is temporary.
15. Will it be programmed in networks under a coherent dissemination plan?
After the questions above, it is clear that your content deserves to be shared with all your audience, right? Create a coherent dissemination plan that enhances the visibility of your pieces.
16. Will it be shared with your list of subscribers?
Finally, to complete the dissemination plan, make sure that your subscribers get what you promised them.
Newsletters really work. Take care of them with responsibility.
Finally, once a time has passed since the publication of the post and analyze its results, ask yourself the following question:
17. Can you improve any of the previous points?
Content optimization is one of the most effective and interesting techniques you should explore to get recurring traffic to your blog.
If you think your content can still improve, do not hesitate and work more on it. Your users and Google will thank you with an improvement of positioning.
Asking yourself these 17 questions before publishing will help you validate your content. Use this checklist with each of your posts, make every point possible and you will see how good results will come.