Consistent, regular content is always needed in today’s fast-paced environment with people spending more time than ever online, be it researching products or reading articles, so it’s crucially important to create content that readers can engage with and take something away from. With immense advancements in technology over the last number of decades, anyone can now post content online with the click of a button (and some typing) meaning it’s even more important for digital marketers to create content that stands out above the rest. Let’s take a look at 5 tips to help you produce consistent, value-added content.
- Understand Your Content Objectives
First of all, it’s really important to make sure you define your objectives in terms of what impact/message you want your content to have for the reader. It’s easy for businesses to lose their way here and create loads of content that isn’t in line with their business direction, or that’s not targeting their customer base. Marketing objectives should always predetermine the creative phase, and be intrinsic.
- Understand the Customers’ Perspective
Think about it for a second – when you are searching the web or buying products, what exactly do you want to achieve by reading a particular piece of information, watching a video, or viewing an infographic? By putting yourself in the customer’s shoes allows you to see things in a new light, and change your vision as to what you need to produce in order to grab the customers attention (i.e. based on what you would want to see). Conducting a survey to discover customer insights is an effective way to gather some information. What’s important here is to make changes based on this, and not just stick to what you think was right all along. Let’s face it, no-one is right all the time, and change is good when it comes to creating value-added content.
- Use Different Structures
As I mentioned above, change is good when it comes to creating useful content, even though it’s always so tempting (and sometimes more sensible) to stick with those techniques that have been so faultless in the past, and brought great traction. However, using different structures in your content can be the kickstart you need to get those extra views and interactions you need. If your content usually involves bulky text-based blogs, why not try and build an infographic that tells the story but grabs the reader much more effectively and puts a ‘fancy’ twist on it. You could also create a series of short videos or vlogs that describe your products, business background, short interviews with employees, the list goes on.
- Create an Engagement Opportunity
Customers love to get involved whether it’s liking, sharing, commenting, or reviewing, and by creating value-added content that gives them the opportunity to engage provides a platform of discussion and a sense of community, ultimately enhancing their interaction with you and your brand. By asking customers for examples or suggestions in the comments section, for example, fills them with a sense of value and input. By providing a link to share the content on their social media means they can share it with friends, etc.
- Consistency is Key
Like anything in business, consistency is key. You might have just created the most fantastic marketing campaign out there and your analytics have gone sky high, but if you can’t follow this up with further indulging content that ensures your presence gets kept in the minds of this audience, it’s more than likely they’ll move on to something else. By providing consistently good value-added content, you can impress existing and new customers with your insights and creativity, and build a status of respect and trust between brand and customer.
Value-added content that stands out over the ‘mediocre’ content out there can be hugely beneficial to your business. The best brands have a message and direction defined, and every bit of content they create portrays that in a new and creative way. So as mentioned above, if you have any suggestions or comments on what you think is important when creating value added content, don’t hesitate to post them below.
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