Schematic example of displaying the design of text and graphic content

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Step 3. Selecting a format and genre
There is a great diversity among content genres, but the formats can be divided into only 4 groups:

text (universal format) ;
image (for better perception of text ) + infographics ;
audio;
video (brand personalization and differentiation from competitors) .


Content formats and genres

When choosing a genre or format, you should belarus company email list choose the one you are most proficient in. However, it is not necessary to limit yourself to one direction. Thus, the same topic can be used to create different content. Brian Dean, for example, successfully adapted his link building guide to the video format and shot a video for YouTube, which has gained 236 thousand views in 2 years and continues to gain them.



Brian Dean YouTube Video

The video is based on a guide created back in 2018. The screenshot below shows 2020. This was done so that the guide would not lose relevance in the eyes of a potential reader who prefers fresh materials.



Text guide on the Backlinko website

To be fair, it should be noted that the content has not lost its meaning since 2018; this longread was originally intended for long-term use.

Step 4. Publication
According to WordPress, over 2 billion posts are published every day worldwide. As you can imagine, it’s not easy to stand out. However, today, the chances of being heard have increased, as the total number of views of all posts has increased as a result of the restrictive measures related to the spread of COVID-19, approaching 30 billion.

The Backlinko team recommends following these guidelines when publishing:

Focus on practical materials. No matter the topic of your site, people always want content that they can use here and now. So, while preparing a video on the research topic of this article, Brian Dean studied a lot of similar videos, finding a lot of empty advice and fluff in them. For example, many bloggers recommended improving the process of creating content, but did not explain what it should be. Dean took into account all the shortcomings and tried to give advice in the video that can be immediately used in practice.
More cases and examples. People don’t really like boring theoretical explanations; they like to read, watch and listen to practical cases. Examples make the learning process much easier, so try to display them in your materials whenever possible.
Content design is as important as content. You've probably heard of UX design, which is the principle of designing any user interfaces where usability is as important as appearance. So the User Experience approach should be inherent to a certain extent in content delivery. For clarity, just look at the two schematic images of text below.



Now answer yourself, which of them is more convenient to read? Most likely, the right one. Media files, as well as a large and clear font, are extremely important for comfortable reading. Ease of use applies to any content. In relation to audio, here, first of all, you need to work on the quality of the audio, then on the speaker's diction, background sounds, etc. In video, the quality of the picture and editing are important. In general, strive to make it easier for the user to consume your content.



Poem "Two Tolstoys". Author - Sasha Cherny, poet of the Silver Age , prose writer, journalist

Step 5. Search Engine Optimization
There are many different activities among the methods of SEO optimization . Most recently, Brian Dean and Backlinko conducted a large-scale study of 11.8 million search results to find out how to get into the top 3 Google in 2020. We have already covered this study in a previous article and recommend that you read it. Here we will outline three key strategies that Backlinkо recommends using today:

Optimize your title tag to increase CTR. CTR (clickability) is one of the most important ranking factors, so you should strive to make the most enticing titles. One technique here can be to include a description in brackets after the main title.