{"id":122608,"date":"2018-08-23T10:00:47","date_gmt":"2018-08-23T09:00:47","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=122608"},"modified":"2018-08-24T08:45:11","modified_gmt":"2018-08-24T07:45:11","slug":"dont-let-creativity-get-in-the-way-of-good-content","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/content-management\/content-marketing-creative-and-formats\/dont-let-creativity-get-in-the-way-of-good-content\/","title":{"rendered":"Don\u2019t let creativity get in the way of good content"},"content":{"rendered":"

Chart of the Day<\/em>: Almost half of content writers struggle to balance creativity with technical skill<\/h2>\n

47% of content writers say their biggest challenge is finding the balance between creativity and search optimization in their content.<\/p>\n

That\u2019s the heart of this blog post, so that\u2019s what it leads with \u2013 pulled straight from the pages of SEMrush and Content Marketing Institute\u2019s research<\/a> into the keys to content success, released in April.<\/p>\n

\"Content<\/p>\n

Content creation, from the writer\u2019s point of view, is a constant struggle expounding the virtues of a product (its durability, value for money, luxury materials etc.), mimicking how people naturally speak, and what Google wants to see.<\/p>\n

Have you ever seen a movie and thought \u2018that\u2019s nice, by why is it called (blank)?\u2019* That\u2019s how Google looks at your content. Google doesn\u2019t care about flowery introductions or that wonderful character-building moment you want to share with the world. It wants to provide searchers with the information they need. When your creativity gets in the way, the point of your content becomes clouded, readers are less likely to read it, and Google moves you down its rankings.<\/p>\n

Before you get writing, put time into the second-highest issue from SEMrush\u2019s research: understanding your target audience and its problems. Think about how your product caters to the issues your target audience need solving. Write in the same manner as the other publications you audience enjoy reading.<\/p>\n

The more time you spend researching, the better content you can create. That doesn\u2019t just apply to your customers \u2013 you also need to know what keywords you are optimizing for. You want to find phrases that have respectable search volume but also will help steer your content.<\/p>\n

When conducting keyword research, look out for indicators of reader intent. Below is a variety of search terms that are around the same topic, but have different reader intent behind them:<\/p>\n