In part one of this series we talked about what a Content Management Strategy is and why it is so important for your business to have one. Now we are going to look at creating some content for your business. Content can be anything that engages your audience and demonstrates your knowledge of that field. Some common examples of this are blog posts, case studies and videos. These are some tips that I have found hopeful and hope you do as well.
- Know your audience
We touched on this in the first article, but it is something we will keep coming back to. A good way to define your audience is to create something called “Buyer Personas”. Personas are basically a fictitious profile that you create of your ideal audience member. You can do this simply by writing down characteristics on a piece of paper or even creating them in your CRM software. Once you have these defined, do a little research to find out what resonates well with your audience and get creating!
- Demonstrate Expert Status
The purpose of creating this type of content is to prove your knowledge and show people why you are the best person/company to provide them with solutions. If you offer a software program, write a case study about a client that you implemented it for and how it improved that client’s business. If you have specific certifications or awards that further qualify you in a field, display those for everyone to see. Most prospective customers will do their own research before they make a purchase, and the content you create is your way to demonstrate why they should choose you.
- Have a Good Title
A good title is critical for grabbing readers attention and getting their eyes on your content. Whether it is a video, blog post, or even something as simple as a social post, most people only read the title before deciding whether to engage or move on. Create a title that lets the person know exactly what they are going to get, but not something that would be considered “Clickbait.” Remember, the goal is to demonstrate your expert status and prospects will take you less seriously if you use Clickbait.
- Be concise and speak your audience’s language
Your audience is pressed for time, attention spans are getting shorter and there is an overwhelming amount of content being created every day. Make your points clearly and concisely so that people don’t have to put in a lot of effort into consuming your content. The average human attention span is eight seconds, so if you can say it in three words instead of ten, do it. Just as important, is speaking to your audience in a language that they understand. If you are trying to use fancy words to say a simple thing, chances are you will lose their interest because they have to put in more effort into the process.
Always proofread your material, whether it is a case study, blog post or video script. This will not only help you catch grammatical errors but also edit out unnecessary rambling. Ask a friend or colleague to proofread it as well because they will likely notice different things and can provide useful feedback.
Once you create a piece of content, it will live forever on the internet until you remove it. With tracking and analytics, you can easily see what is performing well and what is not, so you can continuously improve your strategy. Don’t be afraid to try new things because you might stumble across something that works really well.
Having content for your business is extremely important and these tips will provide a solid foundation to start creating. I hope you have found these tips helpful and can put them to good use when creating your own content.
Dylan in the VP of Marketing Operations at IPS. He is advanced user certified in SharpSpring Marketing automation and also holds certifications in Google Adwords.