There are many ways to build a content marketing strategy. For example, you could focus on written content, videos, or podcasts. You can target a small audience or expand your marketing wings. Whatever content you decide will determine your brand’s success and search rank.
Comprehensive content includes pieces marketed as ultimate guides. It covers a topic in extreme depth, offering a thousand words at a minimum to evaluate readers on that particular topic. For example, a written piece on “Finding your way with SEM” can be considered a broad topic since it discusses SEM, its benefits, importance, and strategies. On the other hand, a topic such as “SEM to generate traffic” is undoubtedly not broad as it will focus on just one element or two of Search Engine Marketing.
On the other hand, Narrow content is much shorter and focused on a specific niche topic.
When building a content marketing strategy, which should you focus on more? Narrow or comprehensive?
Comprehensive
If you write an extensive piece, it will help you:
- Build a ‘Go to’ type of resource. Writing one singular, comprehensive and detailed piece on a given topic gives you the possibility of becoming the dominant, highly relevant resource on that topic. It can also boost your reputation. You become a leading authority.
- Earn more and better links with helpful content. Links are valuable for increasing your search rankings—a non-negligible advantage.
- Provide permanent value, which you earn with a dominant resource site.
Narrow
As said earlier, Narrow content on a specific topic which several writers would think won’t get them to the top of the web search list has its advantages. If you decide to write narrow content, you get to :
- Thin the competition- many writers target more search visibility for broad and familiar topics, so there won’t be competitors for specific niche topics. Not every web writer would write on topics like ‘Comprehensive or Narrow Marketing Content’ when they’re all looking towards getting more visibility with ‘Guides to SEO’ or others like it. Writing a limited topic also limits your competition, bringing you more attention from users.
- Seize quick wins that could apply for two reasons. First, narrow content allows you to capitalise on long-tail keywords; a shortcut to earn number one rankings in search engines. Second, it is faster and easier to write. So you spend fewer resources creating.
- Minimise risk with low stakes- narrow pieces are designed to be affordable to lose. It is devastating when your writing becomes irrelevant or stale. However, when it is a thin piece, one you spent less time and resources to create. You can easily let go with minimal losses and no devastating blow to your content strategy.
- Utilise adaptability that affords your strategy more flexibility. For example, you can cover news topics faster than your competitors.
Comprehensive and Narrow Contents
However, whichever you choose, know that you can adopt both types of content to make your website more relevant and increase your search visibility.
Both contents will help you:
- Identify potentially evergreen topics that could both work for comprehensive or narrow content. And they stay fresh or can be renewed anytime to suit your strategy.
- Build quality and quantity independently.
- Re-evaluate and regroup your keywords, topics and even strategy. You can also see how much traffic you drive to your site and your search ranking.
Comprehensive, Narrow or both, make sure whatever you write is valuable and attractive to your audience.
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