There’s no doubt about it: in today’s world, people want to get information fast and they want it to provide value. With this being the case, it can be hard to get your content in front of the people you want to provide value to. You have to know that the content production effort is worth both of your time, and without an effective digital strategy in place, even the best content can fall disappointingly flat. This is why, in today’s article, we will be taking a look at a few things to keep in mind before, during, and after creating content for your business’s website and social media.
1. Know Who You’re Creating For and Why
This may seem obvious, but its importance cannot be overstated. Everything you do in your business, from deciding on your services to when and what to post on social media, should take your intended audience into account. Think about their needs, their wants, and their goals. Think about what they would enjoy seeing on your website. Do they enjoy consuming long-form, thought-provoking blog posts or quick snippets of information with images and videos? It can’t hurt to include a combination, but always keep that audience in mind. Building without purpose is just building for the sake of building.
The same can be said of social media. Try to define the types of accounts that your ideal audience may follow, and learn what they may like from those creators. Utilize buyer personas and tools like surveys to get a better, more specific understanding of what your customers want from your social media presence. This will increase loyalty right from the start and put you on the right path to building momentum.
While creating, it's helpful to keep a continuous improvement process in mind. Write out goals and revisit them to ensure you are staying on track. This will help give your public platforms a sense of direction as you progress into the future.
2. Do Your Research
Take time before and during your writing process to thoroughly research what is currently being said about the topic. How can you build on the conversations taking place or add a new perspective? How could you stand out from the sea of blogs, social media posts, and websites as an expert? You can catch eyes with a well-crafted headline or engaging image and lead them right to your website. You also gain the side benefit of establishing yourself as a company that provides valuable insight and see repeat visits in the future.
Don’t be afraid to add keyword research into the mix as well. It may sound daunting, but this could be as simple as taking a look at what pops up in Google search filters as you research what others have written about the topic. Be sure to have an idea of what people are searching for and then adjust your content to help solve their problems so that they can find you organically. This can dramatically improve your discoverability factor and improve the number of “drive-bys” you can pull in.
3. Know Which Format Works Best
While it’s always a good idea to have variety in your format, certain topics may perform better in a blog post rather than a quick social media post. Is it a simple update about your services for the day? A short Facebook update could do the trick (if that’s where your audience is). Some messages might be better received on Facebook rather than Instagram. Understand your goals and your “why” for every piece of content you publish, on each and every platform. The right answer may be a blend of approaches. In fact, it may even be necessary to write variations of similar ideas on each site. This is so that you can best maximize your impact and connect the right audience to the right variation of the message.
Overall, knowing what format works best is right alongside understanding the purpose of the content.
4. Don’t Be Afraid to Update
It’s essential to keep the current state of society and the world in mind as you create. It's important to regularly go back and update posts in order to ensure comprehensiveness and understanding in the current climate. Messages that were not intended to say a certain message may become misunderstood as times change. The internet is not a static place, and your content shouldn't be either.
This exercise of revisiting can also provide an opportunity for re-release. If a blog post you wrote months or years ago suddenly becomes relevant again, revamp and then promote it again on your social media channels or email newsletter. Re-publishing or featuring past content can help keep your content calendar manageable and showcase a depth of previous understanding.
Getting started with content strategy can be difficult, especially when you look and appreciate just how much content is already floating around the internet. You and your business have a unique voice, and it should be heard. Your customers are listening. Channel that energy, do your research, and don’t be afraid of some trial and error.
If you're looking for ways to maximize your public internet presence with new content or to revise your existing content, schedule a free consultation today.