Taking to the guest blog today is Jodie from UK Web Host
Review, sharing her top tips for creating creative content!
Creating new, relevant and engaging content is fast becoming
one of the most important marketing strategies for entrepreneurs. Brands who
strike the right balance gain more trust from their customers, position
themselves as experts in their field and are better at bringing in new
business, on top of keeping that which they already have.
These web content aficionados out-rank their competitors in
search engine results, dominate social media and lead industry debates. But how
does the typical entrepreneur keep up with regular content production demands?
It doesn’t have to be as challenging as you might think. If
you get creative, you can give your content efforts are serious boost without
breaking the bank or working into the small hours. Here are 5 of the most
1. Make the most of mixed media
Mixed media and especially video are one of the main content marketing trends to watch out for in 2019. 72% of people would rather watch a video about a product than read text and 80% say they’re more likely to read an article that contains coloured graphics. This doesn’t mean text is redundant, but that expanding your content repertoire allows you to tap into a growing market demand.
If learning how to string an engaging video together sounds like too much of a chore, try creating infographics using simple graphic design web applications like Canva, discussing relevant topics in a podcast, or throwing together a photo essay.
Different media work best in different industries. The wisest approach would be to consider the right media for your message and audience or have a look at your biggest competitors to see which they are using to engage with your congregation.
2. Revamp and repost existing content
You don’t have to learn new skills to light a fire under your content efforts. The most prolific producers get creative by reusing and revamping what they already have. It’s more economical in both time and money to recycle. Savvy content managers schedule the reuse of every piece they post.
Creative reuse can involve writing follow-up pieces and special series from old posts, or adapting existing material into new mixed media features. Creating follow-up pieces to time-specific content such as ‘The Best Of 2018’ allows you to reference old links, redirecting traffic to them and reuse much of the content from the old post as your basis for discussion in the new one.
Creating a series out of multiple old and new post involves taking a selection of say 10 articles you already have related to building a business as a new parent, and bringing them all together as part of a ‘best of business parenting’ series. Always include at least 1 new article for every 3 older ones and launch your new series through your regular blog digest, newsletter or social media channels.
3. Embrace user-generated content
For those who find themselves hard pushed to stick to a regular writing schedule at all, the user-driven content trend might just be the answer you’ve been looking for. In user-generated content, you provide a platform for your customers to interact with your business through submitting photos, reviews, videos, opinion pieces or sharing views across forums.
Your role is to provide space on your website for it, encourage people to post to your social media or ask your customers to leave reviews across other platforms. Some businesses prefer to create a regular blog segment solely for user-generated content, while others send out submission calls and set competitions.
User-generated content is one of the best ways to diversify your company’s media, with photos and videos being the most popular forms of submission. Your customers are also more likely to trust the views of other members of the public than they are anyone working on your company’s PR and marketing.
Between 53-64% of consumers want more opportunity to share their opinions about brands, so why not give it to them and save yourself some precious time?
4. Really encourage sharing
The objective of boosting your content efforts is to spread the word about your business. One way to do this without creating a lot of new content is to market your existing content more effectively.
Unsurprisingly, one of the best ways to get people to share your content is to ask them, yet a staging amount of posts contain no call-to-action. A call-to-action is a sentence at the end of your post that tells the reader/viewer/listener what you want to them to do next.
If you’ve written a long-form blog as a prelude to an eBook you’ve been working on, you should include a call-to-action for the reader to ‘check out’ your eBook. Similarly, if you’ve created an instructional video to help your customers choose between your services, you’ll want to ask those watching to share it with others who might be interested, or link to a ‘request a quote’ page where they can discuss with you their newly identified needs.
If you’re going to the trouble of making requests, you should make it as easy for people to follow through with them as possible. This means making it as simple as you can for people to share your content.
The most effective way to encourage sharing is to have prominent social media buttons within or at the end of your post. These features are included in all good website builders like these ones. But if your website is getting on a little, or if you’ve had one custom built, you can try adding a widget like Share This or getting to grips with the Click to Tweet application.
5. Go Personalised
If you’re feeling particularly innovative, or you’ve money to burn, now would be a good time to jump on the personalised content bandwagon. Not only is personalised content one of the fastest growing content markets, it’s also incredibly effective.
Personalised calls-to-action are 202% more effective than regular CTAs. It shouldn’t be surprising that this approach works. Most of the major media we interact with on a daily basis address us by name, or adapt to our peculiarities as we use them (think Google, Netflix, Facebook ads and so on).
Although the average Artificial Intelligence driven personalisation campaign is likely to be beyond the reach of most entrepreneurs, smaller business can get involved in small ways. If you send out a newsletter or regular content digest email, invest software that can address the receiver by name. Send your keenest readers a targeted email to additional or even gated (restricted access) resources as a way to say thank you. Or spend time responding to people’s comments on your posts across social media.