Content creation is often at the heart of a business strategy (or should be) because of its ability to connect to target audiences and build a relationship with them. That being said, it is not just as simple as writing anything and drawing in attention from all around the world – no, that would be too easy, wouldn’t it?
So, with this in mind, this piece will talk you through what you need to know to make the best content to bring your product or services to life.
Come Up with A Content Strategy
As much as many of us would love to write what pops into our head and hope that our target audience can glean from it what we intend, as with many things that are business and not pleasure related, it is best to have a strategy in place. Having a strategy not only helps us determine where we are going and what we are working toward, but it can also give us clear ideas about our goals and how to achieve them.
So, how do you come up with a content strategy?
Coming up with a content strategy is comprised of a few things.
First, you need to take a look at what your goals are, aka – why you are creating the content. Do you want to raise more awareness about your product? Do you want to drive traffic to your website? Do you want to go big or go home and reach a wider audience? Whatever it is, you need to make sure your content aligns with your goals.
It is also important to remember to write about what your target audience is wanting to read about. You could write the most riveting and detailed content, but if your target audience is not interested, it might just go to waste.
Understand Your Target Demographic
Understanding who you will be directing your content to is vital. You do not want to be writing in gen-z slang if you are aiming for an audience that is 50 and over, or vice versa. It needs to be relatable, understandable, and give something that creates a personal link to the reader. These can all be extremely difficult to do if you do not know who you are writing to.
Two simple ways you can do this include creating a buyer persona and actually asking your target demographic what they are looking for and what they respond to.
A buyer persona is essentially a collection of detailed information that represents a picture of your target customer as a whole. To make it easier to visualize, some companies like to create an actual fictional character to channel all this data into. Having this visual representation of what the main factors are in your sales and marketing campaigns can help keep you focused on what is important. In addition, this will help you target your ads and word your campaigns more effectively for those with who you want to interact.
On the other hand, you can also conduct market research, ask your target demographic directly what their interests are, and get amongst them to learn their behavioral shopping patterns and the like. If you want to be able to do this from afar, consider surveys with a ‘chance to win’, or look at what works and what does not work with competitors when they put out campaigns or speak to your target audience. For example, are they complaining about a lack of customer service? Do they want a feature or a product you can provide? Are they engaging with more serious corporate posts or enjoying emojis and relevant-appropriated current memes? This can give you a good insight into what is going to help your target audience engage with you too, and how you can fill in the gaps for what they want where other companies are lacking.
A combined effort of both will give you an excellent and worthwhile understanding of what you are aiming for when you are creating content.
Understand Your Buyers Journey
It is not enough to know what kind of demographic will be interacting with your business, and if they like emojis or not, you also will need to understand how they interact with your website or the buying journey you provide to understand further what appropriate content needs to be put in place to help this go smoothly.
Your buyers’ journey is the from the exact moment they learn about your product, service, or see your website, right through to the checkout.Unfortunately, what many businesses wish would be a straightforward 1-2-3 step process looks much more like 1-2-1-2-2-2-2-1-2-1-2-2-1-3 (You get the idea). If you think about your own habits, it is not hard to imagine someone thinking about making a purchase, researching the company, seeing what else is on the website, comparing with competitors, etc., long before they finally make the purchase. Your website or social media content needs to understand this at every stage to help encourage your audience to get to stage 3 as quickly as possible.
An essential part of this buyer’s journey is link building, which helps strengthen the website and expand your audience. For professional link-building services and other techniques that can help your content bloom, head over to clickintelligence.co.uk to find out more and get in touch with the experts!
Create Your Content
Once you know what you are aiming for and who you are aiming it to, you have an important base on which you can create your content. Whether it is social media captions, ads, or blog posts, the tone of the writing or video must both reflect your brand and communicate effectively to your target audience. This is non-negotiable when it comes to a good piece of content that will get you closer to your goals while solidifying your place in the market.
Remember, if something does not work, you can always try something new in order to find the one thing that works for you!