Content creation is the name of the game these days. But, the struggle of creating really high quality content on a consistent basis is one of the most challenging aspects for content marketers. And, to make matters worse, even the best content has a high probability of getting lost in the sea of content noise.
As more and more content is being produced and distributed by marketers and publishers every day, it is getting increasingly difficult to get even your best content in front of your target audience. We have reached the point of, as Mark Schaefer has eloquently pointed out, Content Shock. This is the point in which the amount of content available to consumers vastly outweighs their ability to consume it all.
So how do you create content that can break the barrier of content shock and rise above the others? The simple answer is to focus on content creation that always has your audience in mind.
When you focus on creating content that your audience will crave, then your chances of making an impact will be much greater. This, of course, is a simplistic answer and the actual execution is a bit more involved, But, keeping these 5 content creation tips in mind will make the process much easier.
Here are 5 simple reminders for content creation in the era of Content Shock: C-R-A-V-E
Your content absolutely has to be creative. One of the best ways to break through the clutter is to have your content noticed. In a world where we are all frantically scrolling through news feeds and timelines, having a “thumb-stopping” image is key.
Great images make people stop and look… that’s the first step. But your creativity should not stop there. Think creatively in not only imagery, but in your content form and format. How you deliver your content can be just as important as the content itself. Make it stand out.
Relevancy in content creation is everything. Your content absolutely has to be relevant to the target audience you are trying to reach. Your content can’t be everything to everyone. Understanding your audience, their needs, and their pain points is essential in creating content that they want, need and crave.
Social listening and tracking can help decipher what your audiences wants and desires. Testing different content types will help you determine what meets their expectations and what exceeds their expectations. Your content marketing is an avenue to showcase your relevance to your target customers. Stay on point and you will be rewarded with an engaged audience.
Content Marketing is all about providing value to your target audience without the typical sales push of traditional marketing. It’s about the give, not the ask. When your content creation is focused on providing authentically valuable content, you will generate the trust of your audience.
Masking the hard sell in content marketing will do more damage than the value you are providing. Being authentic in your delivery and your engagement is just as important. Content marketing is an avenue to create and deepen relationships with your audience. Be authentic in developing your content and the relationships you develop as a result of it.
Your content marketing must provide value to your intended audience. If you continuously publish content that has no value, you will lose your audience. Value is the glue to creating the KNOW-LIKE-TRUST factor with your audience. Value is what drives action… and action is the most desired outcome of content marketing.
Don’t be afraid to give away your best content. The value that you provide through content, if executed smartly, will provide a return on your investment through a more engaged audience, greater brand awareness and an earned opportunity to eventually go for an ask. As Gary Vaynerchuk points out… its the jab, jab, jab before the right hook.
Engaging content begs to be read, shared and commented on. It is thought provoking, entertaining, educational, witty, controversial, fun, etc. Engaging content evokes an emotion in your audience and inspires conversations. It’s not only your content that needs to be engaging though… your business and your brand needs to be engaging with your audience.
You need to be proactive in sparking the conversations around your content and your customers. You need to be responsive to your audience when they reach out. Engagement is a two-way street. Engage with your audience and grow your relationships to a new level.