Nov 3, 2023
Creating content is not for the faint-hearted. It takes guts and a keen understanding of what people want to be effective in driving traffic to your business.
All content creators have asked themselves the same question more than once: How will I engage my audience, so they keep coming back for more? If you haven’t asked yourself this question at least once, you aren’t taking your job seriously!
It isn’t easy to create great content that excites and entertains. A report by SEMRush found that 45% of marketers struggle to attract quality leads with content while 38% cite finding the resources and producing larger amounts of content quicker as a challenge.
However, we have some great tips to help you create content that will appeal to your target audience.
Many companies make the mistake of focusing too much on one content channel. In fact, you need to take a number of channels into account to drive brand awareness and attract customers. Figure out which ones suit your needs and create content that works across (or can be adapted) for all of them.
Your basic content channels include:
You should have a number of things in common with your audience. One of the most important things is curiosity. Obviously, the reason people are seeking out information is to learn, and this learning is often driven by curiosity.
As a content creator, you have to remain curious about not only what is happening in the industry but what is happening to your audience. We live in a far more dynamic world where opinions change at the drop of a hat.
Also, social issues continue to be brought to the forefront of the business world. Consider the impact of the #MeToo movement and the challenges that companies face to remain socially and environmentally responsible.
You have to continue to research and read every day, so you don’t miss out on any opportunities that might present an idea to create a unique spin on a tired old story your competitors are telling.
Subscribe to industry newsletters, follow thought leaders on LinkedIn, and pursue other leads that will provide you with inspiration for the content you create. Staying curious keeps your content fresh, organic, and unique.
Finding inspiration should always be on your daily list of to-dos. Getting to know the thought leaders in your industry helps you understand what content will attract people. You can also go beyond your industry and look for companies that are in general doing things right.
When it comes to blogging, you can ask others to help you build your online presence. Guest blogging can prove to be an excellent way to keep content interesting by introducing a new voice and perspective occasionally.
Buffer, a social media management company, has been gaining new audiences using guest bloggers. It also features blogs about success stories for clients, industry updates, and tips. And it is active on social media with more than one million followers across all of its channels.
With content, it's wise to focus on quality over quantity to provide visitors with useful and in-depth information. Look at competitors to see what content they are offering to see if it would suit your user base or drive leads.
People doing it well also have shortcuts that save themselves time. For example, Glossier leverages user-generated content from its followers and customers on its social media pages. By posting comments about its company on its social media pages, Glossier looks good, makes the customers who are featured happy (like this example below), and reduces the need to write its own content.
Influencers in your industry and community can boost your social media efforts, especially on Instagram and TikTok. Because these platforms are built around like-minded people, you can leverage relationships with followers.
Influencer marketing has seen a boom in recent years and it's not only celebrities that can be useful to brands, micro and nano influencers can help extend a company's reach in a niche sector or area if chosen properly. The right influencer can draw people to your brand and communicate your values or ethos in a way that wasn't achievable through your own content efforts.
If you feel you have created a winning piece of noteworthy content, look for influencers who are likely to share that sentiment. There are lots of platforms out there to help find the right influencers that share content similar to yours and have a good-sized audience following content like yours.
Tip: Here's an influencer marketing brief template to help you approach an influencer and give them an idea of what you're looking to achieve.
Images are essential in your content marketing across all channels as they attract attention and have been proven to increase views, shares, and engagement. According to HubSpot's State of Marketing 2023 report, content that delivers the greatest ROI is videos at 25% and images at 12 %. This means that half of marketers surveyed are using video in their content while 47% use imagery.
Social media posts with an image or video have more chance of being shared and favorited. So get creative with your visual content and look for images that might amuse, inspire, or excite viewers.
Just think about how brands like GoPro and Patagonia leverage images of their product in action in nature to see how impactful a visual can be.
Creating unique content that thrills and entertains is hard enough, but don’t forget about your business goals. Here are some general tips that will keep you creating cutting-edge content, without losing focus:
Remember, creativity is at the core of good content! Creativity does not just mean finding the right words for your content but using channels in unique ways and unique ways to take advantage of all the resources at your disposal.
Content marketing is an effective way to attract and influence prospects and customers. DMI's short Content Marketing certification covers the key areas in content marketing to help you develop a voice and build a brand. You will learn about personas and SEO strategy, creativity and storytelling, channel promotion and collaboration, how to measure performance and much more. Enroll today to become a content guru.