Consistency is key to building a successful business. 60% of marketers create at least one piece of content each day according to eMarketer.
In 1996, Microsoft founder Bill Gates wrote an essay describing the internet as a marketplace for information. This led to his statement that content is king to stand out from the rest. But the question is, does it still have value over 20 years later? The answer is a resounding, yes.
Search platform algorithms make high-quality content a priority when ranking a website. Content that displays a high level of expertise inspires trustworthiness and authority. With that in mind, producing such high caliber content takes time, energy, and a plan of action.
What happens when a vacuum salesman comes to your door and immediately starts telling you why you should buy their vacuum? You would say, “No, thank you” and shut door in their face before they could get very far into their pitch.
Now what if someone stopped by your house and offered to vacuum your home with the same vacuum but no sales pitch? You’d be more likely to agree and the salesman would still be letting you see the vacuum in action.
Write content that is useful, helpful and answers a question for your target market.
Not all posts need to be about your product or service, but they all should be industry related. Build a reputation as an expert or a helpful resource in your marketplace. Your content should always add value to the subject not more noise.
Now that we have identified why we are writing the content, let’s figure out the what. As in what should we write about that could be useful, informative and lets us begin a relationship with our audience.
When we ask the right questions, we can identify the content that will be most useful to our audience.
Google still controls the majority of search queries in the entire world so we are at the mercy of their algorithms. But this can also be a positive as we can see which keywords are popular for the #1 search platform.
Lets say you identified a problem of your audience and create content that will help them. Next step is to see how they find a solution to their problem and this usually means they Google it. But what keywords or phrases are they using to find the content?
If you are in the website building industry and your audience is looking for a landing page then they will Google for the keywords “landing page builder”.
Keyword mapping is an important step that involves assigning target keywords to certain pages and posts.
Using tools like Google’s keyword planner helps identify these keywords. The goal is to increase the probability of your content appearing at the top of the search engine listings. Keyword tools like these help you achieve this goal.
Let’s say you have a topic that is very specialized and needs to go into great detail.
The latter allows you to increase the amount of time your audience dwells on your website. Most people don’t have time or the attention span to read an article that is longer than 20 minutes. So why not break it down and also have related articles appear on your website?
Your audience may be only looking for a summary or quick review. Giving them the choice to investigate a topic further with a link to a related article with more details will keep your audience engaged.
Also, the structure of your writing should fit your audience and how you present your content.
One rule I follow is to create content that sounds like me. Meaning if I was giving a speech, can I see myself talking with the same style and words? If it’s a no, then I need to start over.
Your audience will connect with the content creator and decide for themselves if they can relate. So you might as well let them connect with who you naturally are.
If you are creating videos, then this is even more important. Some creators can be whimsical on camera and shy off of it but at the end of the day your natural self will shine.
There is no rule saying you can only write blog posts or only use pictures on Instagram. When deciding upon what content to create you can also reuse the same content for a different platform. For example, if you have a couple of blog posts that cover a related topic, then see how you can use them as a script for discussing in a video or podcast.
People have different preferences in how they consume information. Some people read printed books, while others read on their tablet or phone. Others prefer to listen to audiobooks in while driving. Now imagine if you are creating content for an audience interested in exercise.
If you are a fitness trainer then online videos and images will most likely be better to connect with your audience than by podcast. There are different platforms that allow you to grow your audience but the key is to understand how your audience consumes your content.
Like Nike says, just do it. If you spend too much time on research, reading and analyzing then you won’t have much time or energy actually creating content. At some point, you need to put pen to paper, type words on the screen or hit record for your video.
Find a suitable place for you to give your entire attention to creating your content. This could be at the library, coffee shop or a quiet corner of your home. Finding a place where you can concentrate is important to making content that provides value.
Also, set a time to create content and focus only on that. Whether you use a calendar or egg timer, as long as you take action. In the end, the more you focus on your content, the better it will be in the long run. And the more your audience will appreciate the time you took to help them solve their problem.
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