SIX STEPS TO SUCCESSFUL CONTENT

Whatever the scope or specialty of your business, compelling content should be a fundamental part of your marketing strategy.

In an increasingly competitive marketplace, where everyone is jostling for position, producing quality posts can make all the difference.

Whether your key driver is boosting brand awareness, promoting a product or service, reaching prospective customers and markets, or trying to secure sales leads, here are six sure-fire ways to make your content count:

1.      AUDIENCE. Without doubt, the most important factor when creating quality content. Who are you targeting? What does your audience want to read about? What would they find useful? Forget the shameless self-promotion. Stop with the hard sell. Instead, offer insight and analysis. Provide commentary on a pressing industry issue or share advice and guidance. Draw on your experience to create content that offers value, and positions you as a thought leader in your sector.

2.      REASONING. Why are you posting? What’s your aim? What are your ambitions? Before you even start drumming the keys on the keyboard, identify your goals and have a plan. What are you hoping to achieve? Are you looking for leads, do you want to get people talking about your brand, or do you simply want to stimulate some lively discussions about an important issue? Clear goals make for clear copy. Remember, having some direction will help you reach your destination!

3.      VALUE. What does your article actually offer your reader? And does it bring any benefit to your business? Always try to ensure you’re posting something worthwhile. All too often, people post for the sake of posting. Not only does that waste your time but it wastes the time of your reader. Think about their needs and give them what they want (see point one above). Don’t spam as this will only alienate your readership.

4.      DELIVERY. Decide on the best way of getting your message across. Should you go for a simple post, a long-form article, a meme or video? Would a blog on your website be more appropriate? Maybe a regular podcast would help with engagement? Consider your message and think how best to make it accessible to your audience.

5.      MONITORING. So you’ve got your story out there but has anyone actually taken the time to read it? Did they agree with your comments, or benefit from your advice? How have people responded to your post? What kind of engagement was there? Was it worth your time and effort? Look for the reactions, follows, comments and likes. Reply to any queries, further the conversation, drive the discussion, and keep your content alive. Monitor how well each post is received. If it gets some traction, do more of the same. If it falls flat, maybe try a different format or delivery method, or perhaps post at a different time of the day, for example.

6.      CALL TO ACTION. Your message shouldn’t end with the full stop at the end of a post or the signoff as your video fades to black. Direct your audience. Encourage the reader to get in contact, visit your website, or to arrange a meeting. Make it easier for them to find out more about your products and services by telling them where to look. Provide a weblink, phone number, or email address… and make sure you do all you can to convert them into a customer.

Remember… content is key. Quality content unlocks opportunity.