We are surrounded by content noise when we scroll through our social media feeds. Every business, every entrepreneur, every influencer is publishing content and trying to be heard. It’s a fight that can’t be won by everyone. But, there are ways to stand out from the rest and be in the lead of the battle.
Quality content is the type of content that achieves its marketing goal. Such goals could be:
By identifying your goals, you are one step closer to generating quality content. But the question still remains; how can you create quality content?
Follow these tactics and you are well on your way.
Be sure to pick up on social cues and trends by constantly checking your social media streams. Take note of what your followers are posting about. Follow people in your industry such as customers, competitors, partners, etc. Get inspired by the content you see and see what gets the most reactions. Notice which posts have more engagement and why that could be.
Make the customer feel like they are the only one and focus on their needs. Take each relationship as unique and treat it that way. To achieve that, you need to understand their behaviours and develop effective personas. Conduct research to know who they are and what will gain their interest. By illustrating your core customers, you can create quality content that they are interested in. This strikes a chord with your audiences and maximizes engagement. Customer knowledge is powerful and gives you the ability to catch their attention by knowing what they like, who they are, what their typical behaviour is, etc.
Check out what type of content is most likely to be shared by your competitors. Identify influential bloggers and social media influencers that they are collaborating with. Don’t copy what they are doing. You want to make sure that you aren’t missing anything and can use it as a guide, but you want to stay unique. You want your audience to choose to click on your content, not your competitors. What makes yours different than theirs and what type of content would your users find more valuable.
Your titles should contain your primary keyword, but at the same time entice people to click and read. It needs to stop people from scrolling through their feeds and follow your link to your quality content. Your titles need to be catchy and mysterious. Get creative and consider what would intrigue your clients to engage. Check out this article to learn how to make the best click bate worthy titles.
High quality content is only achieved if its engaging. Hook in the reader with your title and with your introduction. Your content should make them curious and intrigued to read until the end. Leave the reader with questions and give them the ability to leave comments and react to your content. Not only is engaging content helpful to achieve credibility for your brand, but it is better for search engines to notice your content. Another technique that helps clarify a point and catch your readers attention, is using anecdotes. People will be able to relate or have a better understanding of your content.
To build trust with your clients you need to provide them with the correct information. Don’t tell them anything that you can’t back up with proof. Referencing can only help and is worth to do. Consider who you are linking to and evaluate their credibility. Not only does it build trust, but it also improves search engines. Check out our blog SEO 101: A Guide for Beginnersto find out how and why you should be linking within and outside of your company.
At this point you should have created your content and are ready for the last step before you publish: optimizing it for search engines. This is better known as SEO and has more depth to it.
Easy tasks to optimize your content:
You might think that it is high quality content, but you will only know for sure once you analyze the numbers after its been published. Look at your marketing goals you established before and compare them with your ranking on google, customer engagement, retention, and conversions. Learn from your performance and improve for your next content creation! Need some more guidance on how to assess and adjust your marketing goals? Our blog 5 Simple Content Marketing Tips for Entrepreneurs provides more information.
Content marketing is the backbone of SEO. Saying that, it is vital to create a content marketing plan to have a very strong presence. It is becoming more evident by entrepreneurs that it’s important to dedicate time to have a solid content marketing plan. Research shows that 70% of B2B marketers are creating more content than they did a year ago! Even though it takes dedication, innovation, and perseverance to have a successful content marketing plan, it is worth all the work.
The foundation of any successful strategy is setting your goals. Before you begin, write down what you want to achieve from creating a content marketing plan. Perhaps it is to build awareness, increase retention rates, or generate more leads. Make sure you have set your priorities and have established reasonable organizational goals.
After setting goals, know who your audience is and get to know them. Personas are used to facilitate effective content creation.
To get these answers, you need to conduct research. Use social media to see what’s happening on other accounts, especially your competitors. You are most likely targeting the same demographic and therefore you need to create content that will set you apart from the others so that the customers will go to you. By conducting research, you will be able to stay up to date with trends and can evolve with time. Identify ways to develop better content to be unique by creating outstanding personas. This tip, out of all the other content marketing tips, is very vital as it is used as a base to have a successful presence online.
It’s time to start creating content!
Will you be the one who will generate it? Or will you make room in your budget to hire someone?
If you are deciding to hire someone, you will want to figure out what else you will be spending your money on. Dedicate time to come to a conclusion on how much and where you will use the money. For example, lots of businesses have found it valuable to pay for promotion (ex: Facebook, Google, YouTube, etc.). When creating the content, remember to incorporate your brands voice and keep it consistent within all of your platforms.
Don’t forget to craft a distribution plan for viewers to access the information. Will it go out via newsletters? Blogs? Social Media? Or any other platforms? Do some research to find out where your demographic is spending their valuable time.
A part of standing out and having a great content marketing strategy is content consistency and quality. I see many businesses who aren’t putting in 101% into their content strategy and it’s very visible by their low numbers. Creating content that comes out periodically and is valuable for viewers will get a good response.
By trial and error and simple research, figure out what times and dates work best for your demographic. Perhaps they are Moms with young children and are often up at night, or government workers who often go on their smartphones when commuting. Schedule your content to go out at a time when viewers are most likely to interact with.
You will want to keep track of how your content marketing strategy is going and if it’s working as you had hoped. Track your progress by collecting data and analysing it throughout the initiation period.
Things to track:
Record all of it down and adjust whenever needed. You may start to see some patterns and come to the conclusion to follow or stick with one topic rather another or an array of topics. Visual learner or not, it’s advisable to create graphs and pie charts to see the data. Visual representations can be great motivators to get to a perfect result of 100 percent.
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