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Where would your business be without effective content? No one would know what you offered, how it benefited them, and your customer pool would be as deep as a puddle.
Content is your weapon of mass instruction, but in order for it to work you need to have an effective creation strategy. Below I have listed 4 tips that will make sure the content you produce is as effective as possible.
Recommended reading: Creative Ideas For The Everyday Marketer
Have a more joined-up strategy
Having a joined-up strategy for your business is simple, fun, and drives up your customer engagement levels.
Start by including your senior/management leadership in the content creation process. Ask them to write some content for your business, or, if they don’t have the time to do it themselves, offer to ghostwrite it and then put their name to it.
Having content penned by leaders within your business adds gravitas and helps to position you as a thought-leader within your industry.
But don’t stop there: get as many of the different teams in your business involved in the content creation process as possible.
Getting more people involved will drive up content engagement levels within your business and add variety to the content that you publish. This will pay back dividends with your customers, as a fresh voice/angle will give them a reason to come back to your business and see what new things you are saying.
That’s not all, though: A joined-up strategy isn’t just about getting more people in on your content creation. No. It’s also about tracking your content in a consistent fashion.
Watch the video below for a great guide on how you can decide on the right metrics and KPIs for your content strategy…
Use unusual formats
Keeping your content fresh isn’t just about changing your author. Your customers consume content in a variety of different ways and they expect you to meet this requirement by mixing up the formats you publish your content in.
Some of the different types of content you can try are:
- GIFs: It’s predicted that 2018 will be the year when 84% of communication will be visual. GIFs are cheaper for you to make than video and have a higher engagement level than static images – they’re also really easy to make. Head over to imgflip and get GIFing.
- Roundups: Roundups are a great source of quick content, are brilliant at driving traffic to your business, and, best of all, you get other people to write the content for you. Check out this guide on how to create a great roundup.
- Interviews: If your company leaders don’t want to create content themselves, why not ask them to contribute an interview? You can also look outside of your company and get interviews from industry experts. 15 minutes of your interviewees time will give you enough material for decent sized article and every word will be completely unique.
Timing is everything: you might have created the best content in your industry, but if it’s covering yesterday’s news, it’ll be as effective as a car without gas. On the flipside, if you time your content right it could go viral. How can you do this?
- Seasonal content: Set up an editorial calendar and plan out your seasonal content weeks and months in advance – you want your Christmas content to go live on 1 December, not 29 December. Don’t stop there, though: gear your sales strategy to ensure you take advantage of holiday buying spikes by adding themed overlay content to your online store, along with updating the theme that you use for your website. A CMS like Shopify has a ton of seasonal themes and apps, whereas anyone on WordPress can benefit from free seasonal WP plugins
- Newsjacking: Keep on top of what news topics are hot. Social media is a great source for this and Twitter is the best place to search when you want to know what people are talking about RIGHT NOW. Just make sure that you aren’t awkward, political, or crass, as this will leave you looking like a jacka**.
- Fast and furious: While you don’t want your content to be created then published without any guidelines, or oversight, having rounds of approval before it goes live risks it going stale. You need reactive and agile teams that can create content quickly and get it out the door before it closes.
Use project management tools
Creating effective content isn’t just about being creative, it’s also about managing your resources correctly so that you can get the maximum creativity from the talents you have at your disposal. That’s where management tools come in.
Trello is a brilliant project management application whose cards, boards, and lists let you organize your projects in a way that allows you to be both structured and responsive. Watch the tutorial below to see how you can use Trello to create more effective content…
Toggl is another organizational tool that has one simple purpose: it lets you record what you’ve worked on, when you’ve worked on it, and how long (to the second) you’ve spent working on it.
It’s a piece of time management software that lets you categorize your work and access a series of reports on how effectively your time is spent when creating content. Watch below for yourself to see how helpful this tool will be for you…
Content marketing produces 3 times as many leads as outbound marketing and for 62% of the cost. However, while content marketing is a supremely effective way for you to expand your business, you must ensure you are creating effective content.
Now you’ve read through the guidance found in my 4 tips for creating effective content, the next thing for you to do is to put what you’ve learnt into practice. So what are you waiting for? Get creating!
Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on how how brands can bring efficiency and vibrancy to their content marketing strategy.