How To Create Compelling Content
Every two days we create as much information as we did from the dawn of civilization up until 2003. That’s right. Your eyes aren’t deceiving you. Every 48 hours we create as much content as was spawned in the 12,000 years prior to 2003. As mind boggling as that sounds, what can we glean from it?
Well, one school of thought is that we currently live in an age where we are at the zenith of our human accomplishments, a high-water mark of technological advancement where we all have such easy access to information that we are obliged to share our thoughts and feelings with everyone else. Alternatively, the opposing view is that the age we inhabit has no quality control, and the white noise of too much content drowns out anything meaningful that our reduced attention spans might attempt to cling to. Either way, the content is out there and its production is not slowing down.
For those in the ‘white noise’ camp, those who romanticize the glorious 12,000 years prior to 2003, long gone are the Shakespeares, Joseph Conrads and William Blakes, and in their place come fake news, post-truth and Trump's Twitter account. Of course, I’m making light of the situation, but the very real problem is: how do you ensure that your content doesn’t just get lost in the pile? Well, believe it or not, this isn’t a new problem; it’s just that the pile is bigger. Much bigger.
6 Keys To Content Creation
Previously, to be an author required a publisher and a publishing house, and without these institutions, your musings, regardless of how insightful they were, would never see the light of day. Not only do we now not require anyone’s authorization to green-light our content, we also have a set of tools at our disposal that allows our content to smash through the glass ceiling and reach people. However, in a marketing context, merely reaching your audience isn’t enough – viewers have to be converted into leads. So how do we do this? Here are a set of tips for ensuring your content reaches your target audience, and provides real value to the reader:
- Create a buyer persona before you start producing content. This ensures you have a clear understanding of who is reading it, their motivations, and the answers they're looking for. This will also increase conversion.
- Build your content around a takeaway for the audience. If you have to force your audience to see the value in the content, or hard sell it, it won’t work.
- Blog consistently, not sporadically. B2B companies that blog 11+ times per month have almost 3X the traffic as companies that blog only once per month. In addition, in a Hubspot survey, 82% of marketers who blogged regulalry acquired at least one customer via their blog, compared to 57% who were blogging on a monthly basis.
- Share your own content on social media and use the social sharing buttons on your post. Identifying the most appropriate social media platform for your topic and target audience is key to this.
- Remember to optimize all your blog posts for both SEO and conversion. Think about headlines, visual engagement, content layout, key words, meta text, and call to action buttons, just to name a few.
- Creativity can't be forced. Try different conditions, influences, and times of day for writing. Find the conditions that are most conducive to your creativity.
Of course, the prerequisite for all the above is that your content is of a high standard, as this is the ultimate test for whatever you create. Even if you nail all the points above, a lack of quality will dissuade visitors from returning and ultimately hinder conversion. If you keep this in mind and also ensure you provide value to the reader, then your content will be part of the solution, and not part of the problem. Here's to the next 48 hours - or the next 12,000 years, depending on your preference.
Developing compelling content is all about providing solutions to your customers' problems, frustrations and challenges. But how do you identify these customer pain points? Our free mini eBook is concerned with detecting opportunites for growth by pinpointing the challenges your target group face, allowing you to provide the solutions they need. Please click on the link above to download your free copy.