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Experience and your own insight to topics that people are already talking about. And to do it well, you can't just read a few blog posts on a similar topic and write stuff . You have to run experiments. You must prove or disprove the advice of other experts. And you should immerse yourself in your field. Why they need to write 1,000+ word content to rank on google; they want to read content about all the tests you've done with content of varying lengths and what you've learned in the process.
They don't want to read content about why they should create a customer avatar for their marketing campaigns; they want to read content about what you learned about creating client avatars from running Special Marketing Database marketing campaigns for different clients. And they don't want to read content about how to use the skyscraper technique for link building (since it's so well known at this point); they want to read content about how you sent 1,000 emails with 5 different link building strategies and what results you saw.
People want to read about your unique insights and experiences. It gives them a compelling content. 5. Foot wide and a mile deep the last element I found in all compelling content is that it is incredibly in-depth on a particular topic . In other words, it is a meter wide and a mile deep. It takes a specific topic like ecommerce link building and provides the reader with everything they could possibly need to know about it.