What is Content Creation? To clarify, let’s first discuss the basics of Digital Content Creation.
Content creation is the process of developing and creating content for a variety of purposes. It may be marketing, advertising or educational related. By and large, it is expressed via the following mediums:
- Writing
- Editing
- Formatting
- Designing
Content creation will involve one of the below tools, purposely created for websites, blogs, email campaigns, social media posts, and other digital channels:
- Text
- Images
- Audio
- Video or other forms of content
Whatever the chosen context, it should always speak directly to your audience.
Content creation can be created by individuals, teams, or organisations, for example, a content creation agency. However you choose for your content to be produced and shared, it should always speak in your brand’s tone of voice and be relevant to the product/services you provide. Above all, the material should sound authentic and not overpromise on any service or product.
What’s Content Creation all about?
The main goal of content creation is to create content engaging to readers, with the additional aim of increasing brand awareness and driving website traffic and leads. Additionally, it should also achieve the following:
- Establish a brand as an authority in its industry and help build relationships with partners, customers and other stakeholders. It’s a great way to grow an industry following and have work shared by related businesses and media sources that attract quality leads to your website. A bonus to this is when another business shares a backlink to our website or blog, Google rewards page ranking.
- Boost engagement and encourage interaction. Content should be relevant to a customer’s needs and interests and written in a way that will encourage others to engage with your brand. Also, think about what problems you can solve for your time-poor customers! Incorporating anecdotes, case studies, and personal experiences, the content will feel more relatable to readers and keep them interested.
- Be educational, entertaining, and inspiring. Creative content that includes both imagery and short videos can improve reading comprehension and engagement.
- Be valuable. Content that is shareable, timely, informative, and educational provides customers with an opportunity to learn something of value. Use timely events like Christmas, Easter and Mother’s Day to encourage and promote gifting of your products/services.
Digital Content Creation Developed From Your Brand’s Tone of Voice
Beware when creating blog posts or social media content around heavy Search Engine Optimisation (SEO) word targets/ phrases. Whilst it’s beneficial to use key-search words, at the same time, these words and phrases can be difficult to read, offer less knowledge and are distracting for your potential customers/ readers. SEO takes time to build and aims to find a balance between ticking SEO requirements and growing an authentic audience. Given these points, it is helpful to do the following:
- Speak authentically. Examples of social proof and related statistics build trust.
- Create content that is informative, helpful, engaging, and written in the professional voice of the services you provide.
- Share easy-to-read posts and blog pages. A word of caution, using an excessive amount of complicated words on any platform can be distracting to your readers.
- Value Add. Share helpful knowledge and “How to Guides” about your services/product.
- Share Stories. Share an engaging story about your service and the people who work there.
How to Manage Your Content? Because It’s Important to Learn/Grow From Your Posts! The Following Tips Will Assist:
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Research your audience and plan your topics.
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- Take the time to learn who your target audience is, their interests and issues relevant to them. A well-researched buyer persona helps you define which emotions drive your audience.
- Research your topic well.
- Write content that is useful and informative.
- Optimise web content for search engine optimisation (SEO).
- Craft an interesting title – Make sure your title describes what the content is about. “How to Guides”, “Power Pages” (high-value educational posts with links), “101’s” and “Emotive” (heartfelt stories are great ways to engage readership. An intriguing title will motivate the right people to click on your content.
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Write a compelling yet simple introduction.
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- This is your opportunity to engage the reader with a good first impression. Using simple sentences will encourage your audience to read on. The text should organically flow into the body text.
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Your body paragraphs should stay on topic.
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- Use headings, bullet points and numbers to increase readability. Complicated and hard-to-read articles rarely consider the reader or respect their valuable time. Building trust with your customers starts early!
- Don’t rely on AI to create written content in your voice.
- Include relevant images and videos. Content shared with visuals is more engaging than text and can help drive home points more effectively.“When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Brain Rules)”
- Paragraph topics make great micro content for your social media.
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Write a simple conclusion that summarises the content.
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- Include a clear Call To Action. This can be a clever nudge to encourage traffic to your bookings/ sales page.
- Promote Your Content. This can include social media campaigns, stories, email marketing, paid advertising and more. Facebook, LinkedIn & Instagram Stories are great platforms to promote blog articles.
- Measure and Analyse. Measuring and analysing your content performance is important. This includes tracking metrics such as website traffic, social media engagement, click-through rates, etc. This will help you understand what type of content is performing well and what needs to be improved upon.
Content creation can be challenging, but with a simple approach, you can create content that your audience will learn from and enjoy. Research your topics, craft engaging titles, use formatting to abbreviate complicated content, include relevant visuals and keep your content organised and accurate. And remember, the right tone can make a big difference in how your content is received.
Tell your brand story, authentically LET’S GET STARTED
