In case you’ve spent a while in digital advertising, you’d suppose making high quality content material is the cure-all to each advertising woe. It’s in each search engine optimization information and content material advertising playbook and tossed round like buzzwords from a administration advisor’s presentation.
However what does “high quality” even imply? Some folks suppose the Alchemist modified their lives, whereas others suppose it’s the worst factor ever written. What’s “high quality” to 1 reader could also be full BS to a different.
So how do you measure whether or not your content material is actually “high quality”?
To search out out, we analyzed our personal content material at Ahrefs and found 5 distinct ranges. Every degree represents a distinct form of funding, talent set, and potential impression in your advertising objectives.
Understanding these 5 distinct ranges will assist you:
- Steadiness fast search engine optimization wins with long-term thought management content material
- Match content material varieties to your group’s expertise and experience ranges
- Develop your group’s expertise over time, as your group members can climb from primary to superior, repeatedly leveling up their writing and analysis talents.
- Strategically allocate sources the place they’ll generate essentially the most impression
Listed below are the 5 ranges:
Easy listicles are weblog posts that mixture primary data that’s extensively obtainable. They usually don’t require deep information of the topic, thorough analysis, or huge writing expertise. As such, they are often created shortly by interns, freelancers, junior entrepreneurs, and even AI.
Listed below are some examples:
Despite the fact that we think about them “Stage 1” content material, most of these posts are likely to generate plenty of search site visitors. For instance, the highest articles that ship our weblog essentially the most search site visitors are all easy listicles.
To seize this search site visitors, it is advisable goal matters that persons are trying to find. This is named key phrase analysis. Since we’ve established that it’s possible that such matters ship a web site tons of search site visitors, the simplest option to discover them is to see what key phrases your rivals are already rating for.
Right here’s how:
- Go to Ahrefs’ Website Explorer
- Enter your competitor’s area
- Go to the High pages report
- Toggle SERP titles on
For instance, you may see that HubSpot ranks for and will get search site visitors from a lot of easy listicles. You may inform by trying on the titles—principally “XX [something]” or “XX [Best]”. You’d wish to undergo this report and observe down these matters which might be related to your website.
Making easy listicles is simple. The truth is, so easy that AI can simply produce them. That’s why in as we speak’s local weather, it is advisable go above and past simply easy “listed here are #1, #2, #3”-type articles. You have to make one thing that AI can’t reproduce.
The easiest way to do that is to make use of private expertise. As a substitute of simply naming objects, truly do, use, or expertise what you’re writing about. For instance, as an alternative of simply itemizing out AI picture turbines, our Director of Content material Advertising and marketing Ryan Regulation truly examined them out:
Concentrate on including real-world element to your easy lists: mini-reviews, private execs and cons, or what you realized out of your expertise.
Superior listicles are checklist posts that dive deeper and group instruments, sources, methods, or insights in a extra detailed and curated manner. This requires the author to be well-versed within the area in order that they will distill complicated concepts into concise summaries and manage them right into a coherent checklist.
Listed below are some examples:
The road between Stage 1 and Stage 2 could seem tiny, nevertheless it’s the distinction between a fast-fashion, “promote something” platform like Shein versus a boutique store like Goodhood that curates its choice.
In Stage 1, there is a component of “data dumping.” The author leaves no stone unturned and offers every little thing to the reader—it’s as much as the reader to determine what they need out of it. That’s why you are likely to see giant numbers: “75 search engine optimization sources”, “124 search engine optimization statistics”, and extra.
In Stage 2, curation takes priority. The author expresses their opinion by deciding on, omitting, and categorizing objects collectively. The checklist is deliberately small; the purpose is to not overwhelm however to state clearly why this choice is the very best, at the least in response to the author’s opinion.
That’s why you want area information, in any other case you may’t curate effectively. Nevertheless, should you don’t have current information, a great way to beat this hurdle is to interview consultants.
For instance, I’ve by no means labored in journey. So, it was inconceivable for me to provide a bit on “journey search engine optimization” with out generously utilizing cliches and broad generalizations. That’s why I reached out to consultants in journey search engine optimization, interviewed them, and curated their insights right into a piece:
Deep dives are guides that present exhaustive protection of a matter.
Listed below are some examples:
Writing a deep dive would require you to do tons of analysis and converse to material consultants. You’ll additionally want an in depth understanding of the subject your self. In spite of everything, you may’t ask the best questions should you don’t know the subject effectively.
For instance, our Chief Advertising and marketing Officer (CMO) Tim Soulo interviewed a dozen hyperlink constructing practitioners for his hyperlink constructing information:
He additionally made certain to cowl all bases and interviewed consultants of all backgrounds: company, advisor, affiliate, in-house, e-commerce, and extra.
Having the information is just one a part of writing a tremendous deep dive. You’ll additionally want the power to architect your publish in a manner that’s participating and straightforward to comply with. As my pal Visakan Veerasamy says: “considering is simple, data structure is arduous.”
One technique you may doubtlessly use to construction your information is to run your goal matter in our AI Content material Helper. AI Content material Helper will assist determine the necessary subtopics folks wish to see in your information.
For instance, listed here are the matters AI Content material Helper suggests to cowl for “occasion advertising”:
This was actually useful once I was writing my information to occasion advertising. Despite the fact that the information was based mostly solely on our expertise organizing a large-scale convention, the subtopics had been useful in laying out its construction. Since I knew that searchers wish to see subtopics like advantages, easy methods to put together and plan for one, easy methods to drive demand or market your occasion, and post-event actions, I coated all of them in my information:
Experiments or surveys are articles based mostly on first-hand information: you run an experiment or a survey, collect responses, or measure a selected phenomenon. Then you definately share insights from what you’ve realized.
Listed below are some examples:
Your objective is to generate authentic insights not seen anyplace else. Nevertheless, doing this isn’t simple. You want thorough information of a subject, sensible expertise, and in lots of instances, a sizeable funding of time and sources.
That is the primary motive why you don’t see such content material items usually.
But when performed proper, it will probably achieve plenty of traction. For instance, Aira’s State of Hyperlink Constructing report has earned 1,400 backlinks from 488 referring domains.
Contemplating how troublesome it’s to construct hyperlinks, that’s an unimaginable achievement.
Whereas there isn’t a surefire option to generate experiments or survey concepts, my finest suggestion is to interview your co-workers. In spite of everything, it’s possible they’d have run experiments throughout their work. You may discuss to them in regards to the experiments they ran, their hypotheses, the outcomes generated, and what they realized. For instance, that’s what I did once I talked to our Head of Partnerships, Igor Gorbenko about what he realized from spending $1 million on sponsoring creators:
Even when they’ve but to run any experiments, they may have questions or curiosities alongside the best way that you may run experiments on.
That is very true should you discuss to your gross sales group. They’ll have numerous questions from prospects and clients that should be answered. For instance, right here’s our Head of Enterprise Gross sales telling our content material group what they wish to see extra of:
Analysis research are in-depth analyses usually involving giant information units or new methodologies. Unique concepts are revolutionary ideas which have the potential to reshape how folks in your trade method a matter.
Listed below are some examples:
That is the best degree as a result of this can be very troublesome. You want intensive area experience, years of expertise, and significant considering. In case you’re operating a analysis research, you’ll want information and even information scientists that can assist you with the evaluation. It’s plenty of time, effort, and cash.
However should you hit ‘bingo’, you really get the pot of gold on the finish of the rainbow. As a result of should you’ve stated one thing distinctive and notable, folks will cite and hyperlink to you. For instance, should you take a look at the top-linked articles on our weblog, they’re principally analysis research:
Even the explanation why the article on long-tail key phrases acquired so many backlinks was a results of essential considering. The unique model of the publish targeted on correcting the misunderstanding behind the time period: “long-tail key phrases” had been so-named as a result of they resided on the lengthy tail of the search demand curve, not as a result of they had been lengthy.
The 2018 model of our article on long-tail key phrases
There are not any shortcuts to reaching this degree. If I had the key hack, I’d be publishing Stage 5 content material all day lengthy. However evidently I’m not. It’s akin to being in academia—not everybody generally is a revealed professor. That’s why we respect lecturers a lot; it is advisable conduct sensible analysis and generate revolutionary concepts to even be on that echelon.
That stated, lecturers don’t simply publish novel research on a regular basis. Additionally they publish replications. So if we lengthen the academia analogy, you’ll understand you can publish replications of current research in your trade too.
Right here’s how we will discover potential research to copy. I’ll go to Content material Explorer, enter my goal key phrase and “research”, after which filter for:
- No specific outcomes (to take away NSFW outcomes)
- Referring domains >50 (to search out research with numerous backlinks)
- Phrase depend >500 (to search out weblog posts)
- DR >40 (to search out respected web sites)
Scrolling via the outcomes, I see a couple of potential research that could be value replicating:
As you may see, the upper the extent, the extra effort, funding, and time it’s a must to put in. Particularly Stage 5 content material, the place you would possibly even take years or many years to build up sufficient experience and expertise to give you sensible concepts.
As finance author Morgan Housel writes, “The long term is only a assortment of quick runs.” You have to survive within the quick time period as a way to be round in the long run. You may’t put all of your eggs within the Stage 5 basket—it is advisable steadiness it out with the opposite ranges.
The degrees could be a scale however they’re additionally a portfolio. You want all of them, not simply the best degree. At Ahrefs, we produce content material of all ranges.
How can we determine which degree to provide for every matter? Let me introduce our BREW framework:
- Enterprise potential — How effectively are you able to function your services or products? We rating this on a scale from 0 to three, the place 3 is an irresistible pitch of your product and “0” means there’s barely a option to point out it in any respect. For instance, the subject “social media advertising” would rating a ‘0’ and “hyperlink constructing” will rating a ‘3’.
- Attain—Who’re you reaching, and what number of are you able to attain? We would go viral on TikTok, however the tens of millions of random folks watching are extremely unlikely to purchase a premium SaaS product. A bottom-of-the-funnel article could have a decrease site visitors potential, however we could possibly be reaching decision-makers at corporations.
- Effort — How a lot time and sources would you want? Will or not it’s value it? Maybe you would possibly even make a minimal viable article, the place you discover inventive methods to ‘scale back’ the hassle whereas sustaining the identical potential attain. For instance, you would possibly interview three folks as an alternative of 12 for a deep dive information.
- Who — Who’s going to execute this concept? Does this individual have the mandatory expertise to drag it off? For instance, it could be overkill to get your most senior content material marketer to make a easy listicle, whereas it could be early days in your intern to give you a groundbreaking concept in your trade.
To get the inexperienced mild, the thought must be balanced in these 4 elements.
For instance, let’s rating the subject “hyperlink constructing”:
- Enterprise potential — 3, as a result of our search engine optimization device is integral for constructing hyperlinks.
- Attain — Excessive. Key phrases Explorer reveals a possible search site visitors potential of 4,400.
- Effort — Effort for this text may be scaled up or down, relying on how a lot work we wish to put in.
- Who — Our CMO Tim has many years of expertise in search engine optimization.
On this case, since this matter scores effectively on our BREW framework, we determined to commit sources to make the very best link-building information ever.
Last ideas
If you wish to change into a terrific content material marketer or an organization recognized for its high-quality content material, it is advisable climb the content material high quality ladder.
In spite of everything, the upper the extent, the more durable it’s for AI to maintain up. You may’t shortcut the method to experience. You need to be taught, put within the work, expertise actuality, and do it over and over. That’s how one can give you revolutionary concepts to jot down about.
You could argue that it’s merely a matter of prompting, however with out deep experience, it’s additionally troublesome to jot down a great, detailed immediate that may get LLMs to generate authentic concepts. And with out experience, you can also’t inform if the generated output is actually revolutionary or simply regurgitation.
However as I’ve stated, deal with the degrees as a portfolio. You ought to be creating Stage 5 content material, however that doesn’t imply it’s best to neglect the Stage 1s. There’s a time and place for all of them—and all of them are useful to readers at totally different talent ranges.
Even higher: repurpose your content material. Make investments the effort and time into a bit of Stage 5 content material, then splinter them into a number of Stage 1s, 2s, and 3s.
That’s how one can make your content material go an extended manner.
