The content you put out communicates your message and persuades customers to consume your product over someone else’s.
Producing a high volume of content is good -as long as it’s high-quality. Providing high-quality content is one of the most important things you can do to attract new customers and keep them coming back to your business.
Here are 5 tips to ensure you’re creating worthwhile content for your business:
#1: Content That Teaches
People are always trying to learn something new. No matter what, there will always be a problem that someone is trying to find a solution for.
Since people are actively searching for solutions to their problems, it’s good to create content that teaches something. Aim to create evergreen content – content that persists over time.
Some examples of evergreen content are things like “How To’s”, DIYs, “5 Things You Never Knew About x”, “Deep Dive on x”, and more.
Content that teaches is guaranteed to bring in results. Data from client Analytics accounts shows that the blogs that teach something stay relevant over time.
One of our clients, LaffCo. Painting, is a painting business based in PA. For the past couple of months, their most popular blog post is one that was posted in 2014 (yes, 7 years ago). The blog was called “How To Paint Baseboards”, which fused a “How-To” and a “DIY” blog all in one!
The data shows that it doesn’t matter how old the content is. If there is valuable content that the audience can still learn from, it will stay relevant!
#2: Consider the Best Format
Marketers often put so much pressure on themselves to push out content that they may forget the bigger picture.
They may be caught up in the idea that they have to stick to one format that they lose focus of the actual message they are trying to convey.
Let’s say you need to create content about the business’ history. You could write a blog post about it, or you could post a picture of the CEO on Instagram with a short caption… but what kind of format would best serve this content?
This is where you have to go out of the box. Perhaps it would be better to film a video of the CEO talking about the business so consumers’ can put a face to the name. You could also include other fun visual and editing elements to make the video more engaging.
Maybe you could create an infographic that includes a timeline with easy-to-read elements.
The main point is you are not tied to one format. One format may serve a piece of content better than another.
#3: Who Are The People Behind The Product or Business?
With marketing content, there is usually a big emphasis on the product. It makes sense since the whole point is to sell this product to others.
However, content tends to perform better when there is a balance of both product-focused content and the person behind the product.
People want to know what they’re getting themselves into before they check out your business or buy your product. They will likely have a lot of questions about what you’re selling and whether or not it’s the right choice for them.
In order to make them feel like they’re making the right decision, provide a lot of information upfront – both about the product and the person behind it.
What are the companies values? Do they have plans to improve?
Answering questions like these early on will set you up for success.
#4: What Makes It Unique?
Chances are you’re creating something that’s already out there. So how do you stand out?
The thing to focus on is what makes it different or surprising. Not every piece of content is going to have this huge “wow” factor, but even the smallest difference can go a long way.
People are naturally intrigued by things like “first ever”, “the largest”, “the smallest”, “the tallest”, “the biggest”, etc.
It’s important to share new journeys and new perspectives. If you’re able to weave a unique element into your content, it will be refreshing to your audience.
#5: Human Connection
The last, and most important tip for creating high-quality content is to make sure it has a human element. You don’t want your content sounding too detached or robotic, you must have something that other people can connect to.
Telling a story about your product is fine, but will likely lose people along the way. However, telling a story about a specific person and their connection to your product may keep people engaged.
People relate to other people. Share stories of people in the community who share your brand values. It will likely mean more to the average viewer than just reading a product description.
Hopefully, these tips help you start thinking about creating high-quality, newsworthy content for your business!
Need help creating high-quality content? Our experts at Sweet Rose Studios are here to help!