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Content optimization – 5 steps to success

Two weeks ago we reported on how you develop a content marketing strategy step-by-step. Once the strategy is in place, the next step is content production. Here the question of the right  and good content. But what is correct and good content? How can you optimize your content?

You could say that content optimization is about designing and presenting content in such a way that it best meets the needs of the user. But how does that work? We’ll show you how to optimize your content in such a way that it is approved by the right people, using five simple tips.


1.    Do you know the power of headlines?

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The headline must arouse interest, otherwise you have made all the effort in vain. After all, you want your content to be read, heard, seen, clicked on, shared and much more – but you will only do so if it is attractive to your target audience. The best thing to do is to create the content first and then write a powerful headline – it’s often difficult to put the exact subject matter into one sentence at the beginning.

Ask a question in the headline, which makes your recipients think and encourages them to turn to your content. And it’s best to address your target group directly, this has an immediate inviting effect. And be sure to leave out everything superfluous – brevity is the key.

The main keyword should be placed in the h1 headline, because this is the most important headline for search engines. The h1 headline should also only be used once per page. And it goes without saying that this headline also has the largest font size.

In addition to the main headline, a text should also contain sub-headlines. This ensures a clear structure and better legibility. For readers, this also means that they can quickly jump from one paragraph to the next and do not immediately leave your page when they come across information that is irrelevant to them.


2. Is it all a question of structure?

Besides sub-headlines, there are a few other things you can do to ensure structure and clarity.

As with headings, the same applies to text: keep it short.
Simple sentences make it easier for your readers and listeners to understand. Leave out the subordinate clauses, concentrate on the essentials. Google rewards that too. And it’s not only the subordinate clauses that you can safely leave out, but also filler words and awkward paraphrases that neither serve your recipients nor your findability on Google.

Highlight relevant words or phrases by writing them in bold or italics. For bullet points, use bullet points, and for a sequence, a numbered list is best. And don’t forget the summary at the end. Many readers would like to reread a summary to structure their thoughts and reach a conclusion and, if necessary, their own result. If the text is longer, then a short summary is even recommended after each paragraph.


3. Put your target group in focus

Before you produce content, you should of course ask yourself who your target group is. If you know that, then consider and research which topics interest your target group, which questions they have and which problems they are dealing with. Align the keywords with your target group in order to be found. But please do not overdo it with the keyword density. Besides the fact that Google punishes this, it also makes your content difficult to consume and unfortunately often untrustworthy. And you want to be perceived by your target group as an expert in your field. You should also like to involve your users, have them suggest topics or conduct an interview with them. This creates proximity, shows appreciation and increases trust in you as a company. Social media, blogs and podcasts offer many advantages, especially in building and maintaining relationships with your target group.

Your target group expects you to research your content well in advance and to provide new information. This is the only way your users will benefit and the probability that they will read, listen to or watch more of your content increases. In a text you can also set internal links to suitable topics. In this way, you directly provide your users with additional knowledge and position yourself even more strongly as an expert in topics relevant to your target group.


4. Keep it simple

In order to avoid getting carried away and digressing again and again, it is advisable to ask yourself beforehand what you want to achieve with the respective content. And be self-critical: Would you follow the content piece to the end? Perhaps you would also let a third person look over it. Will they understand the content without much prior knowledge? If necessary, you can also discuss together how the core statement can be conveyed more easily and made more comprehensible.

In today’s world, overly long contents often put people off. Content is often read, watched or heard while on the train or waiting for the bus. It is best to communicate the reading duration of your blog post or the length of your podcast right at the beginning – then your users will know directly what they are getting into.


5. Let pictures speak

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Especially with text content, it is nice when it is loosened up with images. But a podcast is just as happy about matching graphics and of course especially your social media channels. Images also serve to illustrate your content. Especially in online shops, images should not be missing. But not only images are inviting to your users, also videos or musical content complete your content.

Remember to add the central keywords and a short description of the image to each image.



Of course, it is important that your content is search engine optimized. However, it is at least as important that it is relevant to your target group and attractively prepared. This means that your content should be:

  • well researched
  • clearly structured
  • expressed simply and comprehensibly
  • with added value
  • graphically underlaid
  • adapted to your target group


We wish you much pleasure and success in content optimization!