Content, content, content. The word that the world spins around on — or at least it does if you are an entrepreneur trying to get your product or service out there into the world.
You know you need content to grow. But how do you make potential customers need your content?
Read on for four innovative ways to take your firm’s content to the next level.
1. Commit to continue learning more about your target audience.
For many people, creating content for their firm is an enjoyable task; however, at the end of the day, the reason you are producing the material is because you want it to get in front of your target audience and your potential customers.
If that isn’t happening, then it doesn’t matter how much fun you had creating your content calendar, nor how much blood sweat and tears you put into your latest Instagram caption, because it isn’t going to bring you any results.
And, good content creation should always deliver results.
Frequently, the reason that content isn’t achieving results is that it isn’t connecting with the target audience. Too many firms — particularly small businesses — are so focused on pronouncing who they are to the world, that they neglect to learn about their customer. This is a massive issue.
For your blog posts, tweets, Insta Stories, or YouTube videos to bring any traction and pique the interest of potential customers, you need to know what they are looking for and what they are interested in engaging with. The best content shows readers that a business understands them and the specific problems, issues, dilemmas, and other things that they are going through.
The more you speak with your target audience, the deeper your understanding of them is going to become. Encourage them to talk with you and provide feedback, so that you can be focusing your content calendar and social media strategy on topics that are informative and valuable to them.
Every piece of content should bring value. And, before you hit “post,” you should be aware of what that value is. Be directional and purposeful with each material. And, remember, the best way to sell more is to provide more value, so you want your content to have value so that you can sell.
2. Ask yourself whether your content is positioning you as a thought leader.
One of the most valuable reasons for creating high-quality content is that it makes it easier for you to position your firm as a thought leader in your particular industry. This is particularly important for small businesses who are looking for ways to stand out in their niche and gain the trust of potential customers.
For this reason, from this point onwards, you should ask yourself whether the content you are publishing is pushing you further to a position of being a thought leader in your industry.
One way to do this is to ensure that you are writing and publishing related content that builds on previous pieces. Making a series out of associated content is one way that you can maintain focus on a subject, bring value to your readers, and also establish yourself as a thought-leader.
All of these things will build trust and credibility for your business and should be an integral part of your long-term content strategy.
Why does this type of content strategy work?
Most people aren’t going to trust that you are a credible, thought-leader just because you told them so; instead, they need to be shown. This type of content helps to do this.
3. Don’t overlook keywords.
Keywords continue to remain supreme when it comes to distributing newly published content in the most efficient manner. SEO practices are always changing, which can be hard for businesses to keep up with (and why working with an SEO optimization agency is preferable), but the fact of the matter is that SEO keywords are the key to success.
These SEO long tail keywords need to be smartly embedded in your online content. And, these keywords and phrases should be used when brainstorming topics for blog posts, YouTube videos, tweets, and other pieces of content.
4. Understand what content is appropriate for which channels.
In 2018, it isn’t enough for a business to merely have a website, nor is it enough to have a website and a Twitter profile. Instead, firms need to have a much broader social media presence and must be continuously looking for ways to utilize content distribution platforms.
Microblogging and publishing sites such as Tumblr and Medium are often used by businesses that are looking to have their long-form written content seen by more people. If you are writing content with a more professional tone, then LinkedIn may also be an appropriate option for your long-form content.
However, other channels, such as Instagram, Twitter, Facebook, Pinterest and YouTube require different content from what you would post on a blog. Luckily, all of these social media channels have a low barrier to entry, which means your firm can have profiles on all of them (if you desire) with little to no cost.
On the other hand, this also means that most firms have profiles and you are going to have to spend a lot more time and energy creating content that stands out from the crowd.
Depending on the business and industry you are operating within, not all of these channels may make sense. Only you know which platforms will assist you in your goal of world domination (or at least a more substantial profit); but, if you are unsure, have a look at what your competitors or bigger “inspirations” are doing and see which channels their content is thriving in.
No matter where you are posting, keep your brand ideals, vibe, and message consistent, clear, and concise.
What struggles is your firm currently having with producing content that delivers results? Are you trying any new innovative strategies for the second half of this year? Let us know your struggles and success in the comments below!
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.