Content creation is the most creative, and sometimes stressful, aspect of marketing. Many factors go into creating stellar content that your audience will love.
Business owners know that content is the key to educating and entertaining customers, which translates to more conversions.
According to PointVisible, 91% of B2B and 86% of B2C businesses intend to use content marketing to reach their audience. The shocking statistic here is that 63% of business owners do not have a strategic content marketing plan. In other words, marketers and CEOs want to offer content but seem unsure of how to proceed.
1. Know your audience.
If you want to create great content for your business blog, it's vital to know your audience. Publishing 100 posts a month sounds ambitious and fantastic, but if your readers don't care, you won't see a significant increase in conversions.
On the other hand, if you publish 10 articles a month and they are specifically targeted to your audience, you could see substantial growth. The best way to figure out what your audience likes is just asking them. You can take to social media, create a customer satisfaction form on your website or create a quiz that all readers can take.
You'll gather a ton of data from these surveys, quizzes and social media inquiries – provided you ask the right questions. Make sure to ask customers what problems they are facing, what topics they enjoy and what you can do to improve their experience. The answers can help you figure out what interests your audience so you can create content to reflect their interests and questions.
Think about the best content you've personally read online. Chances are high that this content provided value to you in some way. Perhaps the article answered a question you had or revealed new information about a topic that interests you. You must inspire this same feeling of value in all of your content. Customer insights and your Google Analytics data can help you pinpoint these topics.
2. Share on social media.
It's hard to deny the importance of social media in the content marketing process. Your goal is to get as many eyes on your posts as possible. Platforms like Facebook and Twitter can expose your content to millions of people.
Always share your articles on all of your business profiles as well as your personal accounts. Sharing your content encourages others to look at what you wrote, and they could find value in the information, which could spark their interest in your brand.
Social media can have a snowball effect. The more people who view your content, the better. After you gain a large following, you'll establish social proof, and new readers will understand that people find your content relevant and helpful. Given that Twitter announced in a study that 66% of consumers purchased something from a business that they follow, showing the world your content is a no-brainer.
3. Explore different types of content.
Creating content takes more than just sharing and relevance. You should experiment with different types of content to keep your audience interested and engaged in what you have to say.
Certain content is deemed more shareable online, so switching up the type of content you create could improve your sales and encourage new readers to dive into your content library. The most popular kind of shared content is infographics, followed by blog posts, then videos. The blog post category is spread out between lists, how-to articles and guides.
As you review the analytics on your audience, think about ways you can incorporate the information they want to see more of into different formats. For example, if you're publishing a lengthy study, can you also compress the information in an infographic? Do you have a YouTube channel where you can create a video explaining the data for people who would prefer to hear the information? Consider all of these avenues if you want to create engaging and shareable content.
Many facets of marketing have changed over the years. Content marketing remains remarkably the same. The most significant difference is that business owners are now focused on creating content that has value, as opposed to the dark days of keyword stuffing. As time goes on, companies will presumably continue to create excellent content for their audience by using social media, varying their content types and listening to the people who read their blogs.