Content!!! that’s all we hear this days. It’s the King, the powerhouse of SEO, the ruler of social media. But here’s the thing: you don’t have time for it, you don’t know what to publish, and you are not sure what to accurately measure. You need support, you need inspiration, you need guidance from some of the world’s leading experts. No problem, we got this one.
Below, we address the main results and highlight the expert guidance that will help you build content that matters.
1. Stop, Think, Plan – Before You Write
When Google and social media networks continually stress the importance of producing quality content, content writers are under more pressure to produce more and more content. But with limited time and resources, we need to be smart about the type of content we create. One of the key messages we give to content writers is the need to have a strategy.
Joe Pulizzi, founder of the Content Marketing Institute, is a proponent of content planning. He states, “What is the difference between good and not so good content marketers? Effective content marketers have a documented plan and pursue it closely.”
How Do I Do That?
Before you delve into your next blog post, pause and try to explain what your content is trying to achieve. Look at what your competitors are creating so that you can find a specific point of content that they are not tapping into. Developing an editorial calendar is a good way to prepare your approach.
Yours should include the goals of your content as well as the rationale for any blog post you intend to make. If you can’t think of a reason to make it: stop, don’t, bin it! Step on to the next masterpiece.
‘The Prepared Writer’s Process for Creating Excellent Content Every Day’ from Copybloger’s is a must read for content planners.
No matter what your business offers, your content should strive to achieve the following objectives:
- Place your brand as the leader of your thinking
- Establish friendship and loyalty
- Establish true value
2. Align Your Content to Your Business Goals
A variety of Content Marketing problems will be highlighted in order to measure the content efforts. The impression was this: it’s not just a matter of satisfying your marketing boss to share and like metrics. It’s not just a matter of page views and bounce rates or how long the reader spends on the page.
Yeah, they are all lovely and useful for brand recognition and engagement – they also deserve a pat on the back. But do you know what the CEO really cares about? The figures that help his company grow, prosper, make money, attract customers, and maintain loyalty.
Julie Fleischer, Data, Content and Media Director at Kraft Foods said, “We keep all of our marketing to one standard: ROI. Does it push the company and pay for itself? …Contents and data are inextricably related. Content without data is a black hole.
How Do I Do That?
Your content plan should be quite consistent with your business objectives in 2021. Ask: What is the purpose of this? How does this help and advance our marketing strategy? How is it going to help our company expand, sell and get the right attention? Think about what’s really important to your CEO. Then build a set of practical yet optimistic KPIs that will help you calculate the number of leads your content has captured.
3. Inspire, Evoke Passion & Incite Action
Storytelling in 2021 should be different . It should be all about making something that’s useful for your customers. T his year we will be witnessing something much more powerful: producing content that’s so infectious that it takes your readers by their hearts, shakes them by their shoulders, and if you are very lucky, it makes them shudder a little.
Each piece of content should create an atmosphere that uses emotional, inspiring, suspenseful and personal stories. Your task? Inspire the enthusiasm of your readers. Ignite a fire that is so intense that they feel compelled to act, to learn, to sit down, to fall over – to feel something, to do something. Well, because otherwise, what’s the point?
Every customer journey begins with a moment of inspiration… this is the single biggest content opportunity to generate real sales for your company. Build moments of motivation to bring your customers on a ride, when you take on the passion that drives people to act.
Who Can We Learn From ?
Jon Morrow, owner and writer of Boost Blog Traffic, is an accomplished expert. He creates a compelling story that makes his readers settle down, pause what they are doing, and really listen. His most inspiring post, where he teaches his readers ‘How to be unforgettable’ and urges them to set fire to their readers’ hair.’
To sum up, Let’s avoid producing mediocre content that doesn’t excite and start writing emotional and observable content that encourages our readers to act.