Why Content Creation Matters
There exists a problem in content marketing that may never be solved 100%, but with the right process in place, you as a brand can master the content creation phase in your Content Marketing Playbook.
Think of it as a poker game. Creating content based on assumptions is like a player throwing money on the table in hopes of getting lucky. It’s based entirely on chance, assuming you’re not counting cards. Content creation requires a more thought-out process to be effective time after time.
When creating compelling content for your audience, consider the following solutions;
Develop Reader Personas
Knowing your audience is step one to creating the right content. You need to learn their desires and their dislikes. Buyer Personas are semi-fictional characters that represent your prospective customer, or in my case, reader, as a whole. And. allow you to find the places where your prospective customers/readers spend their time and which marketing channels should be made a priority.
Identify Your Audience’s Pain Points
Pain points are just problems your audience faces that they don’t know how or can’t overcome easily. The content you create should go to solving these pain points.
The best content is content that people can read, comprehend, and apply to solve a problem. Quora is a great medium to find out what your audience’s pain points are.
Create a List of Topic Ideas
The best topic ideas tie back to your buyer personas. Are they the right topics? Do they solve their pain points? If you choose the wrong topic, your content is going to go unnoticed. Game over.
Keep a spreadsheet with all of your ideas, big or small, so you have a list to fall back on when you’re stuck or the creative juices just aren’t flowing.
As Quora is your best friend for finding out your audience’s questions, BuzzSumo is your best friend for finding topic ideas based off your keywords you feel are best and that you wish to rank for.
Curiosity – does your content spark the reader’s interest and wants them leaving more?
Urgency – does your content invoke a sense of urgency? That they need to get this piece of content before it’s too late?
Relevance – does your content relate to them?
Value – does your content mean anything to your audience? Does it distinguish your thought leadership from the millions of others producing content?
Emotion – does your content make your audience feel something? Do you use power words?
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Benefits of Creating Content
Drive Traffic to Your Website
Your website and in particular your blog provides the opportunity to create a ton of great, relevant content for your readers/customers. And by doing so, can direct people to pages on your website that will convert them.
Boost Your SEO
Fresh content is still a key factor to beating out competitors in search results. The fresher the content the better. Adding in keywords and writing on topics your customers are interested in and about your business on your website help search engines such as Google learn what your site is about. This helps to position your brand as an expert authority.
Position Your Brand as a Thought Leader
Speaking of presenting your brand as thought leader. Well-written content demonstrate your expertise as an industry leader. By writing on topics which resonate with your audience and showcase your knowledge, you are marketing your skills and positioning your brand as an expert. With this expertise also comes trust! And creating trust is one of the most important benefits to blogging.
Grow Customer Relationships
Writing blogs provide another source to deepen the connection you share with customers. People are able to get to know your business from you rather than a biased third party. Engaging in conversations on your blog is a great way to build trust. The same goes for social media sites!
Create Engagement Opportunities
Every time you write and publish a blog, you create an opportunity for your audience to share your content with others. Whether they link to your blog post, tweet it, or share it to friends on Facebook, it’s free marketing and it further validates you as a credible source.
Understand that in order to master the content creation phase, it starts with knowing your audience and how they engage and read.