Even though it is one of the most powerful tools that companies have, content marketing is often approached as an afterthought, as something that has to be done as long as it is not draining too much resources and wasting too much of your precious time. In a self-fulfilling prophecy scenario, this is exactly what happens when you try to create a makeshift content strategy. Your content defines your brand, your believes and your mission, so it might be a good idea to actually put some thought into it. In order to help you in this task, we have made an overview of some of the basic steps in creating adequate content that people often seem to overlook.
Defining Content Targets and Goals
Your content serves a purpose, so just like you wouldn’t use a fork to eat soup, you need to find appropriate content to promote your ideas and achieve your goals. In order to be able to write adequate content, you need to define ‘adequate’ in the context of the market you’re in and the audience that you are trying to attract. When you know what kind of people you want in your audience, you can formulate the expectations for your content – do you want it to attract new visitors, prompt the existing ones to some kind of action, promote a certain idea or something else.
Planning Your Content
Once you have your goals set, you have a starting point for creating a good content plan. A lot of people simply try and think of something that is somehow related to their market without observing their current piece of content in context with the previous ones and ones that are yet to come. While you may sometimes have to do this because of current events that you have to stay on top of, having some structure in your content creation will provide for a much more meaningful and complete message.
If you manage to attract a decent amount of regular visitors (which is one of the goals that you should strive to achieve), after a while, they will start developing expectations when it comes to the frequency and quality of your published content. This is to say that you should publish your content in regular intervals and try to make sure that even the pieces that are bellow your usual standards in quality (and there will always be such pieces) don’t stand out too much.
Diversifying Your Mediums
Most people focus on only providing written content, as it is usually the cheapest and simplest alternative, but snapping a good photo or making an interesting video is really not too complicated these days, so there’s no reason for you to focus solely on written word. Watching a video presentation might be more appealing to a number of people than reading an article, so make sure to mix it up whenever you get the chance.
Don’t Be Stingy
While it may be easy to visit some of the websites offering access to a host of freelance writers and simply outsource your content, this is rarely the best approach you could take. Ideally, you would have an in-house copy writer, who is familiar with your industry and has access to invaluable resources personified in the other members of your staff, who could immensely help with the content creation. Even if you do decide to outsource your content, make sure that you find someone creative, prolific and capable of honoring deadlines.
While you do need to make an investment in both time and money if you want to have premium content that adequately represents your company, making that investment is sure to pay off, as decent content is one of the most important factors when it comes to your branding and the impression that you will leave on both your potential customers and potential partners.
Diana Smith is a devoted marketing and business blogger. She is interested in topics related to new ways of business promotion on a small budget like internet marketing, promotional items and advertising. In her free time Diana loves to take long walks with her little dog LuLu.