Not all content carries the same weight. Discover six ways small business owners can create higher-quality content.
As a small business owner, it can be hard to get your name out there and build a following, especially online.
While many small business owners have begun to flock to social media sites with their content ready, most of them aren't getting the results they want.
In the current digital age, it might seem like all you need to do is flood your viewers' newsfeeds with articles, videos, and infographics.
But that isn't always the case. For the content to be effective enough to garner views and traffic, it has to be engaging, entertaining and informative.
Not all content carries the same weight. To get the most out of your content marketing efforts, it's important to ensure that you're posting the highest-quality content possible. Here are six ways small business owners can create higher-quality content.
Know Your Audience
Regardless of the type of content, you want to put out, you have to know your audience. Think about your ideal clients. What age bracket do they fall into, and how much money do they make? What level of education did they complete, and what topics are they interested in? What do the members of your target audience want, and what do they need?
It's imperative that your content be relevant to the people whom you want reading it. Consider doing some research into what topics and ideas are trending for your ideal client, then try to create something similar. You have a higher chance of getting clicks and views on content if it caters to a specific audience.
Use Effective Headlines and Titles
The headline or title of your content has the ability to make or break it. Marketers put a lot of effort into crafting headlines and titles that will grab viewers' attention. Often great content is overlooked simply because the title and headline weren't catchy enough to suck anyone in. Conversely, low-quality clickbait is viewed and shared over and over again, because readers were drawn in by an attention-grabbing title or headline.
Small business owners should focus on trying to come up with effective headlines and titles for their content. It may take a few tries to get the hang of it, but through trial and error, you'll be able to see what works and what doesn't.
Have Content Creation Outsourced
As a small business owner, you may be tempted to try to do everything yourself. But that isn't always the best approach. If your content creation skills aren't up to par, be honest with yourself. While it might seem like a waste of money to hire someone to create content, doing so could really pay off in the long run. By hiring a professional who has content creation experience, you can be sure that what you're putting out to your audience is well crafted and of the highest quality.
If you're looking for copywriters, considering hiring someone who has SEO experience. SEO copywriters know how to create written content that is optimized for search engines and can help draw traffic to your site. Additionally, if you can afford to bring on your own in-house copywriters or content creators, they'll be able to adapt to your needs and help you develop a cohesive online presence over time. It's important to have an identifiable persona and voice in the social media space, and a well-trained in-house content creator could help you achieve that.
Related Article: 5 Growth Hacking Tools for a Winning Content Marketing Strategy
Craft an Attention-Grabbing Intro
The introduction to any article or blog post is crucial. Most readers have such a short attention span these days that if you don't hook them within the first few sentences, you'll probably lose them before the second paragraph. It's important to draw readers in immediately so that they don't get distracted by something else, or lose interest entirely.
The goal should be to make the reader feel compelled to continue reading. You can make a claim that's both bold and controversial or even asks a thought-provoking question. You want your readers to be engaged as you slowly reveal more information and ideas. If the beginning of the article isn't interesting, then why would they want to keep reading?
Use Proper Grammar and Spelling
This might seem like a given, but you'd be surprised by how much content floating around the internet features poor grammar and spelling. Chances are that you're targeting intelligent individuals who would be put off by an article that has errors from start to finish.
If spelling and grammar aren't necessarily your strong point, considering using a program such as Grammarly to help you catch your mistakes. By taking just a few minutes to double-check your work and make necessary changes, you're increasing the quality of your content. One small misspelling or incorrect use of punctuation could make your work seem less credible.
It shouldn't come as a surprise that multimedia can really help grab a reader's attention. Regardless of whether you choose to use images, videos, infographics, or any other form of multimedia, people are drawn to visuals. As they say, a picture is worth a thousand words.
However, you want to make sure that the media you integrate into your content don't overpower it. For example, if you choose to use photographs within a blog post, you don't want them to distract from the idea you're trying to get across. Think of the media you use as an enhancment to your content and making it more clickable not taking away from the importance of the actual content.
Luckily, we're living in a time when the internet and social media provide a space for small businesses to promote themselves and gain new customers, clients, or followers with the click of a mouse. Yet it can be easy to feel intimidated by all the other content already floating around the web. By implementing these six easy concepts into your content creation process, however, you could really help your business create a voice for itself online and get more people to pay attention to your work.