High-quality content is a critical component of creating effective Branding. Compelling content is what educates consumers, heightens their awareness, encourages them to engage with a company, and creates a deep sense of Brand loyalty. Articles, blog posts, informative pieces, social media, and email development all require inspiration and creativity. It is important not just to produce content, but to produce quality content.
When you are creating informative pieces, it is important to establish a detailed topic calendar. When you use a content calendar to keep track of the pieces that are releasing, you can ensure that you are educating customers on a variety of relevant topics. For example, you do not want to post seven promotional pieces in a single week. A week of content may include two promotional articles, one case study, three pieces that are relevant to the industry, and an interview with a recent client. RocketDog works to develop a library of resources that establish our clients as the experts in their field. In this article, we will discuss the necessary steps for Brands to take as they create compelling content for their audience.
Step 1: Hire Professionals
When creating content, you want to ensure that it is being produced by professionals. Hire professionals that are qualified to write on the topics at hand. When you work with experts, you can ensure that they have the most up to date knowledge of the happenings in the industry. Consumers will not trust your expertise if your pieces commonly have grammar errors, spelling errors, or inaccurate statistics. By working with capable individuals, you can ensure that each piece of content has been edited and reviewed thoroughly for accuracy.
Step 2: Address the Challenges that People are Facing
Be the expert in your field of knowledge. When consumers are observing your content, they are looking to have their questions answered. Although it may be easy to consistently write about the topics that are trending, it is important to integrate meaningful pieces that address the real challenges that people are facing. When you address barriers, customers will view your Brand as a problem solver. In order to know the common barriers in the industry, it is important to have access to updated market research and consumer analytics.
Step 3: Create Creative Content that Offers a Unique Perspective
Your content should not be the same as the content that others in the industry are producing. Offer a unique perspective in the marketplace. Not only can your perspective be unique, you can utilize different formatting styles and structures to keep your content fresh. When you are trying to create a social media post or email campaign that stands out, reflect on the marketing strategies that have impacted you as a consumer. Do you find creative graphics and catchy slogans intriguing? Do you like testimonials and stories from real people? Take the time to get inspired and lean into your own creativity.
Step 4: Include Relevant Examples that Relate to Audience
As a marketing expert, you should know your audience. What is your target customer doing on a Tuesday afternoon? What is the information that your customer finds interesting? When you write, include references and examples that consumers can relate to. For example, do not talk about challenges that older generations typically face if your primary audience is younger. When a consumer reads your work, it is important that they resonate with it personally. When someone resonates with an article, they are more likely to stay aligned with the Brand. By connecting with a Brand personally, consumers will feel understood by the Brand and loyal to the products.
Step 5: Include Links to Research and Statistics
Create content that is factual and researched. Consumers are more likely to continue reading if they believe the information that the article is portraying. Consumers will spend more time reading articles that are data-driven. Create headlines, outlines, and infographics that attract attention and display the data that is used throughout the article.
Step 6: Publish Content on the Right Platforms
Make sure that you are publishing content on platforms that reach your audience. Does your audience spend more time browsing Linkedin or Instagram? How long does the average customer spend scanning a single article? With over 5.7 million blogs being published each day, it is crucial that you know how to reach your audience through the noise. There are a few ways you can determine the best platform for your company. Narrow your focus, define your goals, and determine which platform best supports the type of content that you produce.
Step 7: Create Content Consistently
It is important to publish content on a regular basis. The number of posts that should be created is determined by the size of your company and the capabilities of your content producers. Regardless of your company size, blogs should be released multiple times a week in order to create organic growth and compounding traffic. As mentioned previously, your content calendar should include a diverse range of topics.
Content marketing is one of the most inexpensive ways to increase conversion rates and generate more leads. When creating content that converts, it is important to hire experts and conduct extensive research. Articles and social media posts that are produced on a regular basis help to establish your place as a market expert. At RocketDog, we help our clients enhance their customer experience by determining which platform is the best place for their expertise to be displayed and generating content that stands out.