Content creation is a vital building block of a successful business. Educating customers while making audiences aware of brand features, benefits and values is a positive way to generate new leads. And if the content is shareable, it’s a great way to get free advertising through earned media.
But coming up with content ideas over and over again is time-consuming and occasionally frustrating. So how can businesses make creating and sharing relevant content easier?
It’s not as difficult as it might sound. With a step-by-step system in place, creating content becomes an integral part of business life.
Planning helps the team work (which in turn, as they say, makes the dream work. Amiright?!) Even if the team consists of a solopreneur, having a content plan makes life a whole lot easier.
Planning provides a structure for all future content. And it means that content can be created ahead of schedule – no impromptu writing required.
Every content plan should take into account content goals – who the target audience is and the different stages of customer awareness.
It’s okay to change content throughout the year. As the seasons change, content should change to reflect the different buyer needs.
Brainstorming content is much easier when planning for several months or an entire year. The most shareable content takes readers on a journey, and planning on a calendar helps map out those experiences.
And it’s okay to plan content around specific holidays. It keeps the brand relevant and consistent.
Okay, now for the fun part!
But before starting, carry out some customer research. Figure out who the target audience is and put together some customer personas. It might seem like extra work, but it’s essential.
Here’s why those little details matter:
Businesses need to know where their readers hang out. There’s no point in creating YouTube videos if a target audience doesn’t use YouTube. For example, an elderly audience is less likely to be hitting the Reels feature of Instagram regularly. Place content where it’s most likely to be seen by who you want it to be seen by and it’ll generate more interest.
And when it comes to finding on-trend ideas for content, check out Exploding Topics or Google Trends. But if creating content proves to be too much of a challenge, it’s time to consider hiring a copywriting agency or even taking copywriting courses to help you along.
Nobody remembers blog posts or videos from a year or two ago. So repurposing old blog posts and content is a great way to get the same brand messaging across, just in a different format.
Try turning blog posts into videos or videos into blog posts. Or use old content to create a podcast or a mini email-based course.
There is a catch to all this repurposing, though.
Don’t get caught out with old information. Technology changes at a rapid rate, so data and stats may be different. And check that links aren’t broken or outdated if included in new content.
Sometimes, social media posts achieve the best engagement when posted just outside of working hours. And who’s got time to spend posting content on four different social media channels in their free time?
There are a host of scheduling platforms that can take the burden of posting away from business owners. It frees up time to engage with posts instead and respond to any comments.
And it gets better. Most scheduling tools have far better analytics and insights than the social channels themselves. Making it easier to spot when content is most successful and which demographics are responding the most.
Following those simple steps will reduce frustration and confusion when creating content.
But it’s not the end of the content strategy.
Analyzing the data and evaluating the success of content is essential to generate new leads and build a following. Link all the steps together, and it’ll build a streamlined and successful content strategy.
Guest author, Liz Slyman, has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.