We all recognise and acknowledge that content needs to be a part of every marketer’s toolkit. But making sure you’re creating content that counts isn’t easy. With an incredible amount of content available online successful content requires time, resources and a lot of creative thinking.
Take a look at our top tips for creating content that delivers.
1. Put your audience first
Ninety per cent of top B2B marketers “put their audience’s informational needs ahead of their company’s sales/promotional message”, according to Content Marketing Institute.
Knowing your audience has never been more important. Not only will your content be more relevant to your readers, it will also build their trust. So talk to your customers, your sales and customer service teams and develop personas to help shape your content marketing strategy. Speaking of strategy…
2. Be strategic
Have a plan that supports broader business and marketing objectives while meeting customer needs. Top performing content marketers have a strategy in place, because it helps them align teams, allocate resources and determine the types of content their audience needs.
2. Map content to the customer journey
Make sure you have a clear picture of your customer journey and what your customers’ needs are at each point. Mapping your content to each stage and need will ensure your audience receives the right information at the right time through the right channel.
4. Get analytical
With only 18% of marketers rating themselves as data literate, having a pretty marketing analytics engine or tool isn’t enough to gather insight. You need to be able to understand what the data means and how you can use it to optimise your content marketing efforts. So scrub up on your data literacy and see what works and what doesn’t.
5. Tell stories
People love stories. We’ve been telling and listening to stories for 20,000 years; it’s practically part of our biology. In fact, scientists have discovered that our brains produce specific hormones and chemicals when we encounter tense, cute or emotional moments in a story, which help us focus, build connections and empathise.
Not every content piece needs to tell a story, but storytelling should be part of your content strategy to build trust and connect with your audience.
6. Don’t forget SEO
WordPress publishes over 2 million blog posts per day, so making sure your amazing content is actually seen by your audience is vital.
There are a few basic things you can do to optimise your content for search and increase traffic to your content:
- Do your keyword research
- Optimise your page title, meta description and url
- Use the relevant keywords in your image tagging
- Link to relevant websites and encourage others to link to your content
- Encourage social sharing
While optimising your content for search is important, make sure you write for humans first and Google second.