Content, the word you hear everywhere and anytime when talking about marketing for your business or posting to a social platform. Creating quality content is the only way your social platforms are going to be able to take traction. Nobody wants to see boring, cheesy sh*t!
But what actually is good content or content marketing?
The Content Marketing Institute defines content marketing as
“.. a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
To clear that up a little it means that content marketing is a long-term strategy that focuses on building a strong bond with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.
Eventually, when customers make a purchase decision, their loyalty already lies with you. They will purchase your product and prefer it over competitors’ options.
Making the Content
In this article, the marketing guru Neil Patel (if you’re in marketing you better look him up) gives us nine ingredients your content should have.
Make you content original, don’t copy or suffer the wrath of Google’s algorithms.
Create strong headlines. 80% of people will read your headlines, 20% will actually view your content.
Make your content actionable, i.e. give them real world usage to what your trying to tell them.
Be able to provide answers.
Be accurate in your reporting and sourcing of your information.
Create engaging and thought provoking content, people love stories.
Communicate better by adding images or video
Write short and pointed content. Be brief, get to the point.
Make continual updates to your website or blog.
Good content isn’t always easy to produce, actually it hardly ever is. The most important components you’ll need to learn and understand are creating a content strategy with buyer/user personas, knowing your target audience, and understanding the best ways to promote your content along with a laundry list of other components we can talk about. Let’s focus on those three.
Lets start with strategy.
Every strategy is different but CMI states that:
“Your strategy should outline your key business and customer needs, and how your content efforts will address them.”
What does that mean?
It means that you need to understand your customers, prospects, and audience. Once you do, you can then create content that solves their problems and grow your business.
Target the Right Audience
Next is knowing your targeted audience. The best way to do this is to create buyer personas for your targeted customer. A buyer persona is a combination of the characteristics of both your target market and your existing customers who represent your stereotypical buyer. Some questions to ask when making a buying persona are:
Which industries do they work in?
What type of education do they have?
Are they married? Do they have children?
Do they own or rent their home?
What’s their annual income?
Read more on buying personas here.
Another way of understanding your targeted audience is to fully understand their pain points.
Understanding the issues or needs customers have is crucial in understanding how to properly address them with your content marketing messages. You can gather this information about customer pain points by conducting surveys or polls, which can provide valuable insights about your customers.
Know Where To Put Your Content
Understanding your target market is not just about who your customer is but also where he or she spends time online. It’s just as important as having content that is relevant to your customer.
While it may seem like you need to be present on all social media platforms, it’s important to invest your time and resources in the platforms that your customers are most present on.
Here I made a list of some stats on each social platform and what their best used for.
Use this model to see which platform works best for your content.
Make sure your content is aesthetically pleasing.
Don’t just throw together some shapes, fonts and colors and think you’re good to go!
Hire a designer or someone with a good eye to make your content or ads for you. If you’re making it yourself try different templates, color combos, fonts, etc. to create content your audience will enjoy seeing. Not some outdated design they’re going to scroll past.
Create a content strategy outlining your business and customer needs
Create a buyer persona to better understand your target audience
Understand your target audience pain points
Know where to post your content
Make aesthetically pleasing content
Some great articles we cited from and to further your content creating endeavors: