Did you know that companies with blogs receive 97% more links to their websites? That’s a massive boost, and it underscores the power of content, especially how-to articles for implementing new strategies. But are you creating the right kind of how-to content for your marketing efforts? Let’s debunk some myths and get practical.
Key Takeaways
- 72% of consumers prefer learning about a product or service through video, so include video walkthroughs in your how-to articles.
- Structure your how-to articles around specific pain points your audience experiences when implementing new marketing strategies, addressing each with a clear solution.
- Promote your how-to articles on relevant industry forums and social media groups to increase visibility and drive targeted traffic to your website.
Data Point 1: 81% of Consumers Research Online Before Buying
A recent study by GE Capital Retail Bank (now Synchrony Financial) revealed that a staggering 81% of shoppers conduct online research before making a purchase. This isn’t just window shopping; it’s a deep dive into product features, reviews, and, crucially, understanding how to use the product or implement the service. What does this mean for you? Your how-to articles need to be discoverable when potential customers are actively seeking information. That means optimizing for relevant keywords, using clear and concise language, and structuring your content for easy readability. Think bullet points, numbered lists, and plenty of visuals.
I had a client last year, a local Atlanta-based SaaS company, who completely revamped their content strategy based on this principle. They shifted from generic marketing fluff to highly specific how-to guides addressing common pain points their users faced. The result? A 150% increase in qualified leads in just six months.
Data Point 2: Mobile Matters: 60% of Searches are on Mobile Devices
Consider this: according to Statista, mobile devices account for approximately 60% of online searches. That’s a massive chunk of potential readers accessing your content on their smartphones or tablets. If your how-to articles aren’t mobile-friendly, you’re losing a significant portion of your audience. Ensure your website is responsive, your images are optimized for mobile viewing, and your text is easy to read on smaller screens. Think about using shorter paragraphs and larger fonts. And, critically, test your articles on actual mobile devices, not just a desktop browser resized to simulate a mobile screen.
Data Point 3: Video is King: 72% Prefer Video
Here’s a stat that should make you rethink your content strategy: Wyzowl’s 2024 State of Video Marketing Survey showed that 72% of consumers prefer learning about a product or service through video. Now, I’m not saying you should abandon written content altogether. (After all, you’re reading this, aren’t you?) But integrating video into your how-to articles can significantly boost engagement. A short video demonstrating a particular step or process can be far more effective than a lengthy written explanation. Consider screen recordings, animated explainers, or even just a simple talking-head video. You don’t need a Hollywood production; authenticity trumps perfection.
We’ve been experimenting with short TikTok videos embedded in our blog posts, and the results have been impressive. We’re seeing significantly higher time-on-page and lower bounce rates on articles with embedded video content.
Data Point 4: Long-Form Content Performs Better: Articles Over 3,000 Words Get More Shares
While short, snappy content has its place, research consistently shows that longer articles tend to perform better in terms of search engine rankings and social shares. A HubSpot study found that articles over 3,000 words receive significantly more social shares. Now, this doesn’t mean you should just add fluff to your content to reach a certain word count. The key is to provide comprehensive, in-depth information that truly addresses the reader’s needs. Structure your how-to articles around specific pain points, and provide detailed solutions, examples, and actionable tips. Think of it as a mini-course, not just a blog post.
Here’s what nobody tells you: Google’s algorithm favors comprehensive content if it’s well-structured and easy to navigate. A wall of text is still a no-no, even if it’s 5,000 words long. Use headings, subheadings, bullet points, and images to break up the text and make it scannable.
Challenging Conventional Wisdom: The Myth of “Write for Your Audience”
Okay, this might be controversial, but I’m going to say it anyway: the advice to “write for your audience” is often misinterpreted. Of course, you need to understand your target audience and their needs. But too often, this leads to creating content that’s bland, generic, and ultimately forgettable. Instead of just trying to please your audience, focus on providing value. Offer unique insights, challenge assumptions, and take a strong point of view. Don’t be afraid to be contrarian or controversial. After all, the best content is often the content that sparks a conversation.
We ran into this exact issue at my previous firm. We were so focused on creating content that we thought our audience wanted that we ended up with a bunch of me-too articles that nobody read. It wasn’t until we started taking a more opinionated and provocative approach that we started to see real engagement.
Case Study: Implementing a New CRM with a How-To Article Series
Let’s look at a concrete example. Imagine you’re a marketing manager at a mid-sized company in Alpharetta, GA, tasked with implementing a new CRM system, say Salesforce. You know your team will need guidance, so you create a series of how-to articles to walk them through the process. Here’s how you might structure it:
- Part 1: Setting Up Your Salesforce Account. This article covers everything from creating a new account to configuring basic settings. Include screenshots and a video walkthrough demonstrating how to navigate the Salesforce interface.
- Part 2: Importing Your Existing Data. This article addresses the common challenge of migrating data from your old CRM to Salesforce. Provide step-by-step instructions on how to export data from your old system, clean it up, and import it into Salesforce.
- Part 3: Customizing Your Salesforce Dashboard. Show your team how to create custom dashboards to track key metrics, such as lead generation, sales conversions, and customer satisfaction.
- Part 4: Integrating Salesforce with Your Marketing Automation Platform. This article walks your team through the process of connecting Salesforce with your marketing automation platform (e.g., HubSpot or Mailchimp) to streamline your marketing efforts.
- Part 5: Training Your Team on Salesforce. Provide tips and resources for training your team on how to use Salesforce effectively. Include links to Salesforce’s official training materials and create your own internal training videos.
By creating a comprehensive series of how-to articles, you can empower your team to adopt the new CRM system quickly and efficiently. Track the performance of these articles using Google Analytics to see which topics resonate most with your audience. (That’s where I start — checking Google Analytics.) Then, double down on what works.
Speaking of tracking, you might find our article on data-driven marketing a useful resource.
If you are an entrepreneur you may be stuck between relying on data vs. gut feeling? Read our latest article on the topic.
And don’t forget to stop leaking money, conversion rate optimization is key.
How long should a how-to article be?
While there’s no magic number, aim for at least 1,500 words to provide comprehensive coverage of the topic. Articles over 3,000 words tend to perform even better, but focus on quality over quantity.
What are some effective ways to promote how-to articles?
Share your articles on social media, email them to your subscribers, and submit them to relevant industry forums. Consider running paid ads on platforms like Google Ads or Meta to reach a wider audience.
Should I include images in my how-to articles?
Absolutely! Images can help to break up the text and make your articles more visually appealing. Use screenshots, illustrations, and photos to illustrate key concepts and steps.
How often should I publish how-to articles?
Consistency is key. Aim to publish at least one how-to article per week to keep your audience engaged and coming back for more. A content calendar is essential.
How do I measure the success of my how-to articles?
Track key metrics such as page views, time on page, bounce rate, and social shares using Google Analytics. Monitor comments and feedback to see what your audience is saying about your content.
Creating effective how-to articles for implementing new strategies isn’t just about providing instructions; it’s about empowering your audience to achieve their goals. So, ditch the generic advice, embrace data-driven insights, and create content that truly makes a difference.
The single most important thing you can do right now? Take one of your existing blog posts and add a short video explainer. Seriously, go do it now. You’ll be amazed at the results.
