We’re generating a massive amount of content these days. It’s everywhere—everyone is writing, and everyone has a blog. I’m genuinely anticipating the day when my mother asks for advice on starting a blog to share her wisdom about proper restaurant behavior.
With the constant flow of content, it seems not everyone is considering how to make theirs distinct. I recall a time when a friend asked why I hadn’t written about a popular SEO topic. I explained that I didn’t feel I had anything new to contribute. If everyone else is discussing it, why echo the same points? Wouldn’t you prefer to present something fresh or superior?
For instance, around Halloween, I was searching for lists of the scariest movies ever made. I found excellent lists that included films I had never heard of, but they lacked one crucial element: none revealed where you could stream, rent, or purchase them.
These articles offered unique perspectives. Some included film trailers; others featured recommendations from renowned actors and directors. However, as a streaming enthusiast, I was disappointed that none linked to sources where I could watch the movies. This was a notable omission I would have corrected.
Consider an article from GQ about the best scary movies on Netflix. While it’s focused on Netflix, instead of providing direct links to the movies, it only includes trailers. Although I’m capable of searching for a film on Netflix, I view this as a missed opportunity for linking. The section about the movie “Creep,” for instance, would benefit from a Netflix link.
Another example is from Thrillist, discussing movies that exploit phobias. They mention where to find the films but don’t provide direct links. Why not? In the “Honorable Mentions” section, they list other films but leave the search to the reader. If I ran a horror movie site, I’d prefer a piece that linked directly to where these films could be found.
We can improve our approach.
Tools like BuzzSumo or Ahrefs Content Explorer allow you to see what content is trending across platforms. If similar articles are gaining traction on Twitter, examine what’s missing from them and incorporate those elements into your own work.
An example is how PopSugar links to national parks in a best parks article, as it should, along with providing great photos.
Comparatively, an article on dog-friendly national parks offers good information, but lacks something more. With over 3,700 shares according to BuzzSumo, there’s potential for more engagement. A site selling dog collars could build on this by creating a blog post with links to the parks and encouraging visitors to share photos of their pets in those locations.
Continuing with that niche, another example is an article on which national parks allow dogs. It provides helpful information like free admission dates and pet policies, but lacks links to the parks themselves or photos, which could enhance sharing potential.
Even if you’re not creating new content, you can update existing pieces by observing what similar articles do well and incorporating those successful elements. Adding drone footage, tips on visiting times, or links to accommodations can also enhance content.
If your content lacks certain elements, you risk losing potential links to others who provide more comprehensive information. It’s similar to broken link building. Someone might suggest replacing your link with theirs because it offers more detailed information.
Recently, I received an email asking if I’d update an article with a new tool review link because their review was more comprehensive. I might do it if I wasn’t so lazy.
So, what can you add to enhance your content?
– Photos and images: Utilize free image sources to make your blog posts more attractive.
– Screenshots: Learn how to take better screenshots to illustrate your content.
– Videos: Explore online video creation tools to enrich your small business content.
– Podcasts: Consider using podcasts to expand your brand’s reach.
– Downloads: Offer downloadable materials like museum maps or restaurant menus for added value.
– Unique info: Provide summaries of important policies or information to add value.
Lastly, don’t hesitate to include outbound links if they benefit your audience.
