So just how do you create content that’s actually worth consuming? How do you stand out?
In a previous blog we took a look at website design, how to make sure your online ‘destination’ is appealing and how that can convert into enquiries and sales. Now let’s take the next step and look at content marketing and how to create the juicy, engaging content that entices them to pay your website a visit.
Great content can make the difference between winning and losing in the battle for your customer’s attention.
There is a tremendous amount of content out there and it’s growing exponentially. Back last year, each and every MINUTE of the day the world was creating:
- 684,000 pieces of content shared on Facebook.
- 48 hours of YouTube videos.
- Over 100,000 Tweets.
Let’s just reiterate…..that’s every single minute of the day, every day. If you were so inclined you could multiply those numbers by 1440 (the number of minutes in a day) to see how much content was being posted daily on just those three platforms. Pretty astonishing right?
OK, there are some very interesting stats out there that we could muse over for hours, but let’s not belabour the point. The bottom line is, there is a serious amount of competition for your customer’s attention.
In this blog post we are going to look at some Zudus and Zudon’ts of how to create more engaging content regardless of the platform you are using. If you are after more specific guidance on how to make the most of a particular platform you can follow these links:
Zudu: Be conversational
When writing content that you intend to put into the public domain, particularly through social platforms, you should write or ‘speak’ in a relaxed, conversational style.
Think of it this way…you’re trying to create that initial rapport with potential customers. If you come across too stiff and rigid in the way you communicate your audience will lose interest very quickly. If you want to hold your audience’s interest then keep it light and friendly and you can’t go far wrong.
Zudon’t: Be too corporate.
Creating content is all about building a relationship with your audience. A common mistake to make is being too self-conscious and as a result, too corporate.
A self-conscious content creator will inevitably either create nothing at all; getting bogged down in analysing every sentence, or will create content that is very corporate and very ‘safe’.
This will do you no favours. Let’s not forget the stats we mentioned above….’safe’ content is never going to stand out in the tidal wave of information being produced every minute on the web.
It would be wise to consider that old saying:
You can’t please all of the people all of the time.
If you try to please everyone you will end up with bland content and zero engagement. Don’t be corporate, be human.
Zudu: Keep on creating…and then create some more!
So you have managed to foster and grow an engaged audience? Kudos! Certainly something to be proud of. You can harness this audience to reach a wider and wider audience and the bigger your audience becomes the more you will benefit from the ‘network effect’.
The key to continued growth is to just keep on creating. Your audience is engaged, it’s time to reward them and remind them why they show interest in you in the first place. If there was ever a time to redouble your efforts it is now. Perhaps even the time to explore a platform you haven’t used yet? Keep that snowball growing!
Zudon’t: Ever think “My work here is done”
You should never rest on your laurels when it comes to creating content. To say the digital world is fickle would be a huge understatement!
That means you must keep on creating to stay relevant. Earlier we referred to the huge amount of information being produced as a tidal wave. Well that tidal wave of information quickly washes away your old content and you need to replace it to keep the audience you have earned interested.
Zudu: Respond to comments
It is important to appreciate that content marketing is a two-way conversation. Receiving comments on your content is a sure sign that you are doing something right. It is a clear sign of an engaged audience.
Keep that optimal level of engagement by responding to comments. No-one likes to be ignored so make sure to take the time to respond to members of your audience that have taken the time to message you.
Zudon’t: Think that Content Marketing is a one-way street
Creating top-notch content is not enough. If you have created fantastic content that results in your audience commenting on your posts and you ignore them then you do so at your own peril.
If you have engaged someone enough that they wish to start a dialogue with you then ignoring this attempt to make contact is a sure fire way to turn a fan of your work into a disgruntled critic.
Zudu: Use your expertise to help people
The best way to create an engaged audience is to provide them with useful content. Seems fairly obvious but you’d be surprised how often this is ignored.
If you’re an expert in a particular field and you have some quick handy advice that could really help people out then spread the love a little. Your potential customers will really appreciate it and you’ll become known for your knowledgeable insights. That is definitely good for business.
Zudon’t: Sell to your audience
It’s no secret that companies engage with social media in order to sell their wares and grow their brand. The odd thing about this is that you don’t achieve it by actively ‘selling’ your products to your audience.
Seems strange at first but it actually makes a lot of sense. If you post solely about how great your company and your products are it can come across as self-serving. Whilst your products may be great you need to be more subtle. Your audience won’t appreciate the ‘hard sell’ so show your talent and expertise in a more indirect way.
If this little taster has inspired you to jump into the world of content marketing then Get In Touch and Zudu can show you just how deep the rabbit hole goes!