In the ever-evolving and ever-changing market of digitalization, only one thing is constant: the competition. In fact, now that the competition is fiercer than ever, it has become extremely important to focus on topics that were previously considered trivial. One such topic is the content of your marketing proposal and more importantly, its comprehensiveness. It’s always a mix of individuality and credibility of the subject matter and all-inclusive information that the content provides that boosts the performance of a website and generates steady organic traffic to the same.

The first and most important step towards gaining an edge over your competition is to detect any and every question that a searcher might have. These questions could be implicit or explicit. These questions could be based on the establishment’s background, on a searcher’s background or on any vital, trending topic. That means you need to identify all the different types of people who will be interested in your content and weed out your target audience. Categorizing each searcher and identifying the differences between them will help give you unique insight on the kind of queries they might have and how you can include the answers to those queries in your content. The best way to do your research for this particular step is to conduct a survey.

A survey of your subscribers/consumers can be conducted on your website or a survey can be conducted through a third-party website. Social media sites can also be used to carry out a survey, provided you have a substantial following. This method will enable you to provide an all-inclusive content and increase your SEO. Another way to detect the most common questions a searcher might have is to thoroughly analyse your competitors and the content they are displaying on their websites. It is important to track each competitor’s content and determine their success purely based on the kind of content they put out.

Once you have acquired this data, start accumulating the information you need to answer the questions of the searchers and ensure that your content is vastly more informative than your competitors and extremely unique. Always go the extra mile, and try to gather data through every possible medium – visual, auditory or communicative. Approach industry experts that will give you distinctive insight and take aggregates from readily-available data. Focus on keywords that commonly boost your prominence on various search engines.

After you have acquired an advantage in terms of your content, it is also extremely important to focus on your format. It’s important to make sure the format is properly customized and aesthetically appealing in a way to highlights the focal point of your content. It must have visual or interactive aspects that is generally not observed in your competitor’s content. Make your content either free to download or view online, especially the kind your competitor’s might charge for or that may require a tedious subscription process. This may decrease your revenue temporarily, however, your long-term increase in consumers will drastically increase your revenues as compared to your competition.

It is also very important to have beguiling headlines and easy to understand content. If the content is overly complicated or difficult to understand, it may lead to a decline in your search engine visibility.

This process may not have instantaneous results as refining content takes a lot time, energy and revenue. However, its long-term effects are undeniable and can provide a unique competitive edge that will allow you to fare better than your competitors in the future. Remember: the key to good marketing is compendious content.