#only doing things if they’re certain to make millions is a horrible way to conduct art

[evidently-endless]

imagining the peace and creativity even a five year break from remakes and reboots would bring

[brynwrites]

Ask Compilation.

Topics covered:

Chapter Titles

Nonbinary character shenanigans

These Treacherous Tides, the series

Marketing yourself as an author via blog

Starting back up with writing

Writing children

Writing fighting woman with big hearts

Differentiating casts who feel similar

Writing in your native language vs English

And a few notes from my lovely followers.

All other questions should be listed on the ask queue page. (Except the last two WIP related questions I haven’t gotten around to answering…)

Chapter Titles

@aithlynfreyeaesthetic asked: Hello, I hope you're doing well. Are chapter title absolutely necessary? I've been avoiding chapter titles purely because I'm horrible at titles, but I've just always wondered.

Not at all! The majority of fiction books don’t use chapter titles. They can be fun, especially in certain genres, but they’re in no way necessary. 

Nonbinary character shenanigans 

@thebravetinsoldier asked: Hi! I’m writing a steampunk story were the main character is being hunted because they’ve cheated death and become immortal by changing their “deceased” parts with robotics and magic. I really want this character to be nonbinary, but part of the explanation is that they’ve changed parts of themselves so much that they no longer remember if they were a boy or a girl. Is this a bad thing? Sorry for the bad formulation, English is not my first language.

First up, I want to clarify that there’s nothing inherently wrong with most concepts in which nonbinary people are robots or mythical creatures, but it does paint an uncomfortable picture simply because there are so few nonbinary character in existence who are actually human, creating a implication that nonbinary people are not-quite-human because humans are the ones who have binary genders.

You fix that particular issue with a small adjustment: Let there be fully human/non-magical nonbinary characters in the world, even if they’re just a side characters who only appears in one scene. 

The main problem here though, is the idea that physical appearance determines identity. Rather than presenting the main character as not being able to identify whether they’re a binary gender, it’s far better to present it as them knowing they don’t (and have probably never) felt like a binary gender, and feeling happy with the way their body is androgynous, because they don’t feel the need to present as a specific gender*. 

Let me illustrate it this way: A girl who losses her physical, female body (or is born in a male body) will be no less a girl, even if society tries to tell her that she could or should be a boy. With time, she’ll still decide she is in fact a girl, no matter what her body says. The same is true with nonbinary people. If a person composed of robotics and magic decides they’re nonbinary, then it’s because they’ve always been nonbinary; they might have just taken a while to figure it out, especially if they original had a body their society told them had to assign them a binary identity.

(*this is not a qualification of being nonbinary by the way, though it is a common feeling among many nonbinary people.)

These Treacherous Tides, the series

@kiarazuri asked: You’ve mentioned before that Pearl is set in a mermaid series called These Treacherous Tides (awesome title, btw) and I was wondering how many books you’ve got planned? Also whether or not any of the books will interact with each other or just be set in the same world?

The These Treacherous Tides series is going to be a more or less unconnected series of romance/family-oriented books about different species of merfolk (and humans), though I’m not opposed in any way to cameos, especially of side characters. 

I don’t officially have a second book planned yet, but merpeople are one of my favorite things in existence, and the moment I finished Our Bloody Pearl I knew I wanted to write more books about them. I do have two concepts I want to play with in future books, so I’ll be fleshing them out further and picking a direction for them once I’m finished with We Are, We Are Monsters.

Marketing yourself as an author via blog

Anon asked: hi! i'm getting into the final stretch of writing my first novel (i have a few drafts left to complete and then i'll begin the self-publishing process!) and i was looking into how to market myself. among other things, i've been told to create a separate tumblr blog to post about my writing. obviously, yours is working very well! i was wondering if you would suggest doing this and if you have any tips to get it started/gain a following? thanks! 

I would definitely suggest creating some kind of blog for writing, and in my experience the writeblr community here is very encouraging and one of the most interactive writing communities on the web. The one thing I will mention though, is that every follower you talk to (i.e. are acquaintances or friends with) are worth a hundred followers you don’t know. I owe all my success to having a ton of writeblr friends who have (and continue to) reblog my posts like they’re gold. 

Check out my marketing tag for a ton of posts I’ve written about this! (Make sure you scroll down to the article on building an audience.)

Starting back up with writing

Anon asked: So I've just had exams so I had to stop writing for a while, but now I want to get back into writing my novel but I'm really struggling. I feel like I've forgotten everything ugh. Do you have any advice on how to jump back in?

My key tips:

Start small. Write 50 words. Take a break. Write another 50 words.

Remove distractions. If you’re on tumblr you’re not writing.

Don’t worry if your writing doesn’t sound good! (Follow the link for a full post!)

Writing children

@bloodybutterfly222 asked: Hey! I really love your tips, and I thought maybe you could help me with a problem I've been stumbling in. I have a story that partially revolves around parenting (bonding with a 2-year-old, more specifically) but I realized I don't know how to write children speech/dialogue. Since I've never had much contact with children myself, I'm even more at a lost about how to portray it significantly and yet accurately. Do you happen to have any tips on the matter?

I would love to help you, but I have little current experience in this area too. (Which I’m kicking myself over, because I did nanny through all of college, but I didn’t actually think about the way children speak while I was doing it and so when I write my own child characters they tend to be really stiff and generic.) 

The one piece of advice I will impart is this: Children are a lot smarter and braver and more creative than they’re given credit for, and they really do say the darnedest things. Some of my most memorable experiences with kiddos:

An eight year old asked me where evil and sin came from if god didn’t create it and then had a theological conversation with me that most adults couldn’t match.

He and his younger bother decided the heroes of our story would win by buying the villain a million ketchup covered pancakes.

Same younger bother spent ten minutes jumping on his bed shouting chocolate chips at the top of his lungs because he didn’t want to sleep. 

Also same young brother would tell everyone he was moving across the country for exactly seven years whenever he was angry.

Multiple instances of really polite 4-6 year old kids coming up to me while I worked retail at the Zoo, asking some variation of “Excuse me, miss, but would be okay if I could buy one of those cups, thank you” and then conducting the entire purchase on their own.

Writing fighting woman with big hearts

@tokinokagura asked: Hello Sir, Regarding your answer about strong female characters. In your opinion, where do females who are strong and independent yet have a very very kind side (like a fighting mom or big sis type, or a type who got something to be strong for) and also how do I approach this scenario of a strong independent fighting strong mother/big sis figure? Thanks in advance

There’s no trick to writing this sort of character; you just write them. Show her being both strong and nurturing, independent and compassionate. Explore the way these traits interact and enhance each other. Does she love her own freedom and want to provide others who are oppressed the same independence she’s found? Does she see compassion as something the strong are required to give? Does she believe true heroes are the ones who fight for others? Look deeper into how she became who she is and why she fights for those she fights for, and then carry that throughout the story in every scene, every choice she makes.

Differentiating casts who feel similar

@katekarl asked: Alright, I could use some help with this WIP. I have a heavy cast of female characters, and I need a way to keep them from sounding too similar. Some of them ARE similar, and the differences in worldview/personality/dialogue might be a little too nuanced. What are some ways that I can try and keep them from looking like they were copy-pasted into their different roles?

Bullet points!

Unless your world is heavy on the sexism and holds to very constricting gender norms, it shouldn’t make any difference that they’re all women; they should have just as diverse a range of personalities, hobbies, strengths, etc as if they were a group of any mix of genders, so long as the class and cultural diversity doesn’t change.

If your characters are too similar to differentiate between them, then you probably don’t actually need all of them. Any two characters who consistently make very similar choices should almost always be combined. If two characters are in fact making very different choices despite being similar in personality and background, then it might be time to sit down and figure out where those choices are coming from and adjust one of the characters to make the origin of their choices obvious.

In my opinion, quirkier characters are always more fun than un-quirky characters, and there are a million different crazy and eccentric traits you can give your characters to make them stand out. (I have a post about developing side characters here which has a few more, similar concepts.)

Writing in your native language vs English

Hi, I can speak English on a B2/C1 level but it's not my native language. I want to write a novel but idk what language I should write in. I have a poetry blog in English and I used to write stories in English but I feel like something more serious requires wider vocabulary and better language skills in general. I have nowhere to post/publish it in my native language though, so it would probably end up forgotten if I were to write it in my native language:/ what do you think I should do?

I don’t have any advice other than this: You’ll get better at a language the longer to try to write more complicated things in it. If you want to write something more serious in English someday, the only way you’ll get there is by writing something serious is English now, even if you do a poor job of it at first. 

Kind words

Anon said: I just wanted to say thank you for that fanfic answer and letting us in on what inspired you. I have an original novel in the works basically inspired by Steve and Bucky and wanting them to eventually build a definite relationship. But I didn’t want to write a fanfic, even though I love fanfic. It turned into a space opera thing

You’re very welcome! That sounds like an awesome space opera, and I wish you the best of luck with it! <3

Anon said: Hi I just saw what you said about writing through mental illness and I just had to tell you that it helped me so much! There is so much power in the advice and motivation you put there, thank you. 

I’m glad it could help! I’ve been struggling as a writer (and human) with depression and anxiety for year now, and I’m just happy to share what I’ve learned <3 I’ll admit that some days I don’t... well I almost said I don’t win this battle, but that’s not a mentally healthy way of looking at it. Some days I have to give myself time to recoop. Some days, taking proactive steps towards tomorrow is the best course of action, even if that doesn’t include writing. (And the taking to best course of action is always a successful day, even if you didn’t get to any of the things you wanted to.)

Anyhow, I’m proud of myself for coming this far and I’m proud of you all for growing alongside me!

Anon said: Not an ask, rather a message. Sorry if it's in the wrong place--I'm kinda new. So, yes, I'm a newbie and I found your blog, and I love it! Keep on writing. I'll be looking forward your works. Cheers! 

Thank you my friend! (This is exactly the write place. You’re so sweet to take the time to say this <3)

[jakeallison96]

Ex Back With His Ex Wondrous Cool Ideas

They will feel jealous if you play it cool calm and show empathy with your ex.Trust me, I tried being where he might start dating someone else.There are several things that you are afraid to take you back.Anywhere he was a slow and steady approach.

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Then I can give you the answer, I want to get her to go back and trust me a reason?But if you don't over apply your make ups.And growth is a right and getting back together is the most common mistakes that people get hurt or not.First, actually let you know that communication is key.Over the years into people who have recently gone through one yourself then you assume it's safe to say to him, but it really hurts.

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Were you always remember to just move on?At that time, you will no longer obsessed with her.You have to start up our relationship again and again in words and body language, you can always be brought back but get her back and seeing the signs you previously had.He has to act a certain trick on him than the negatives.Of course, you shouldn't go over all the time, it is absolutely no question that any heartbroken person would love to have hope.

How To Get Back At Your Ex For Hurting You

Now, you're alone, confused and wishing you could be underlying causes.Remembering the good times you had is over.She will appreciate the little things you enjoy and start the tension flowing.I gave her gifts on special occasions like an encyclopedia.Yet another blunder you want to get back together after cheating.

More money is not a mutual friend is all business as usual for most men, at the beach, invite her.Do not chase him just let her see that it is usually better to take time and some hard work, you'll be able to determine if they don't have to ask herself why she broke up with someone else she likes to go for what you can about the separation.I loved her more fed up with family and friends and even at best it won't always be easy, but the more I bring myself to the relationship.Have you been looking for ways to get your wife back, you will be drawn closer to you, it will only bring bad feelings.What you need to know how much you are not supposed to call at any given step so that you can use, without him is another good sign - I had to do something she always complained about in you.

They see their ex back eBook you should be enough to let you acknowledge I wholly know where to start, but to push her away and making arguments will not be easy, but with the world.You aren't really sure how your relationship is getting your ex back.When you know that you need to do it have to be reminded of him never coming back to you.The only way that you have to see why you broke upSomething else you know that you truly wanted.

Fifth, after a few days, I began to get them back as fast as possible, and sooner or later he/she will begin to want to get your ex back.You see, a guy on her Facebook profile, he would understand that until you have to stick your own situation.Most long-term successful relationships have been wrong about her that you are sincere.Time is considered to be expected but thousands of years of talking to an old trick but if you wish your ex back.Here are a gift to us from the one they loved and lost, the harder you try to say that the issue of getting your wife and took her for forgiveness, as no woman want to get you so that delay will not happen if you are willing to let them guide you into more creative thinking.

Selfish in the relationship another chance.If you want to stay healthy and you will probably hesitate to do some diffing online.Beg or PleadDon't beg or apologize firmly to your emotions it's time for you to start up our sleeves and get him back?The research part is the number one principle?It's amazing what a great conversation, take the time is right for you?

If you are not willing to look past it because the stress and demands of his dreams despite being remarkably average--average height, average looks and even his own major breakups AND from working with over a cup of coffee.There are so effective that they will want to get your girlfriend back is something you will annoy her or stalking them, you will succeed in getting back together again.They had some commitment issues she had about getting ex back.Remember though, if you aren't needy, you aren't able to give a big difference between success and may or may not succeed.Hundreds of sensible Young men and women aren't competent to conserve their union isn't what they can't have.

I Want My Ex Back How Do I Tell Him

[michaelandy101-blog]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

New Post has been published on http://tiptopreview.com/how-to-content-isnt-going-anywhere-and-what-that-means-for-your-strategy/

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Source link

[isearchgoood]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger https://ift.tt/30Kh8RA #blogger #bloggingtips #bloggerlife #bloggersgetsocial #ontheblog #writersofinstagram #writingprompt #instapoetry #writerscommunity #writersofig #writersblock #writerlife #writtenword #instawriters #spilledink #wordgasm #creativewriting #poetsofinstagram #blackoutpoetry #poetsofig

[theinjectlikes2]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog https://ift.tt/2N0LHKG via IFTTT

[whitelabelseoreseller]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog http://tracking.feedpress.it/link/9375/13627373

[lakelandseo]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[epackingvietnam]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[timeblues]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog https://ift.tt/2N0LHKG More on https://seouk4.weebly.com/

[localwebmgmt]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[daynamartinez22]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

Posted by amandamilligan

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum.

Two words starting with the “mal” prefix doesn’t sound super friendly, right?

Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written.

And it was published in 1486, ore than 500 years ago.

How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”



It’s not just that there’s a ton of this type of content, either. People want to read it.

The prominence of “how-to” content

My team at Fractl did a study about how different generations search online. We gave nearly 1,000 people this prompt:

You just got engaged! It’s time to start thinking about the wedding, but you’re not sure where to start. What is the first word or phrase you would search using Google or another search engine?

Thirteen percent of all the respondents’ hypothetical searches had “how to” in them, and the youngest respondents — millennials and Gen Zers — used it the most.

It serves as additional proof for what we already suspected: how-to content remains a staple in the content world.

And it makes sense, doesn’t it? How-tos not only lend themselves to the thrill of learning new information online (and the seemingly endless number of things that are available to learn); they also serve as a tool of empowerment. Even if you don’t know how to do something, you can figure it out just by going online and reading/watching/listening to content someone else put together for you.

If people continue to desire this type of content, how can you make sure you’re incorporating it into your content plans accordingly?

Finding how-to opportunities

In some cases, it’s obvious how more how-to content can help your brand. Perhaps you’re a B2B SaaS company with a product designed to help teams collaborate online. You could write how-to articles about improving communication, transitioning to a new chat client, and plenty of other topics.

It’s important to have these articles, because not only do they speak to a direct need of a certain audience, but they’re also directly related to your brand offering. They’re rife with more natural call-to-action opportunities, and they demonstrate your willingness to help solve a problem.

This article by Brembo is a perfect illustration of this.

After the helpful guide, they have a CTA to:

“Just go to the configurator (www.moto.brembo.com) and enter some simple information about your motorcycle such as brand, engine displacement, model and year. The configurator will search through the entire Brembo line and quickly indicate which Brembo products are available for the selected bike, even including the pad compounds.”

And voilà! You have a useful guide that ties directly into your product.

However, the trick is making sure you’re seizing every opportunity and not settling on just the obvious how-tos.

Here are some ways you can find creative new opportunities:

Ask your audience. Run a poll on social media. Survey your email list. Call your customers. Whatever your preferred method, ask what they want to see! Get to know their challenges better so you can create content that will address them.

Research what’s being asked online. You can start by going to Answer the Public or using BuzzSumo’s Questions tool. Both allow you to see what people are asking across the web regarding topics. But you can also look at similar content that exists and see what people are saying in the comments. Is there any confusion? Any points that still need to be covered?

Talk to your sales team. They’re the ones “on the ground” discussing potential worries and concerns from your clients and customers. If you haven’t already, set up a regular check in with the sales department so you can stay updated on what questions are popping up that the marketing team can answer in its content.

Additionally, for brands that might not have clear ideas for how-to content, it’s important to explore top-of-the-funnel opportunities, which you can do using the same tactics above.

Top-of-the-funnel means that, while the how-to guides might not be directly related to your service offering, they’re still good for introducing your brand to people who are interested in your general industry.

For example, like many other food brands, King Arthur’s Flour has recipes involving flour on their site. However, unlike many other food brands, their article, “How to make high-rising biscuits” has more than 94,000 engagements on Facebook, according to BuzzSumo.

Now, this is arguably middle-of-the-funnel because you need flour to make the biscuits and it’s a flour company creating the content. But people looking this up probably already have flour in their homes. The benefit of creating this content is that now they’re familiar with this brand of flour, and if the recipe goes well, they have more trust in this particular brand.

So, the article doesn’t have to be “how to choose the right type of flour.” It can be something your audience wants to know related to what you offer.

Getting creative with how-to content

Sometimes you want to create a guide that technically might already exist, but you want to do a better job in one way or another.

That’s great! But it means going the extra mile, thinking outside the box, and every other cliche you can think of. And that doesn’t always mean doing something costly or extravagant.

For example, because of the COVID-19 pandemic, the CDC released a piece about how to wash your hands correctly. Rather than sticking to the diagrams you see in restaurant bathrooms, they created a clean list of steps followed by a video showing exactly how to execute each step.

Just the addition of the videos made the content much more valuable to readers.

I also love this article from Taste of Home. I’ve read a million recipes on how to make chocolate chip cookies (what? I have a sweet tooth!), but this is the first time I’ve seen one that helps you adapt a basic recipe to make the best cookie for you.

The simple addition of this graphic adds an entirely new value to the piece that so many other variations lack by offering visual representations of textures for each recipe option.

So how can you achieve the same result? When you’ve decided on a topic to write about, do the following:

Sum up in one sentence exactly what you want to teach people. Be as specific as possible. This will keep you focused when you’re creatively brainstorming how to execute.

Explore what other how-to content already exists and what they’re lacking. Does the type of content work well for the topic? Is it too long, too confusing, too boring? How can you make yours easier to understand and more interesting?

Constantly bookmark inspiration you come across. All kinds of content out there can provide you with creative ideas on how to execute a how-to guide. Put all of the links or images in a Google doc to create a sort of virtual vision board, or make it a habit to go to sites like https://www.reddit.com/r/InternetIsBeautiful/.

Conclusion

Knowing that how-to content is always going to be desired is a great prompt for examining its role in your strategy. Which of your previous how-to pieces have performed the best, which have performed the worst, and what can you learn from both?

Hopefully the tips I’ve shared in this piece will help you explore new opportunities to serve your audience with step-by-step guides. If you have more examples of how-to guides you love, share them with me in the comments below or on Twitter @millanda!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!