“Well, I’ll find a copywriter or a journalist to write a couple of articles for my website, and that should be it”, – err… you lost to your competitors who have a strategy in place. A strategy that sets clear goals and an action plan, and more importantly, a strategy that is set to bring new clients and retain the existing ones.
1. Do you know your audience? Really, do you?
Imagine that every piece of your content is part of the conversation that you have with your client. But instead of saying it to one person, you transmit it to a lot of people at once in writing or through a video.
Ask yourself:
Is this conversation is meaningful to your audience?
Do you help them in any way? Have you identified their problem and can you convey properly the solution you offer.
Will they feel positive or surprised, or entertained after “talking” to you?
Are you in the same place where your potential clients are? Google search, Social media, specialised publication, partners’ websites, email inbox.
Do you speak their language? You won’t talk to a 16-year-old boy the same way as to a 45-years-old woman.
Do they really need you? Did you make it clear why they should go for your services?
What time is best to reach your audience? Will they want to hear from you in the evening after office hours, in the morning or while working?
2. What is the purpose of your content?
Do you want people to buy, subscribe, follow, like or give you a call? Of course, we all want that final monetising action. Still, don’t forget about a classic funnel that your potential clients will go through: from initial awareness of your brand, interest in your services or product, ability, and wish to make a purchase.
Make sure to create a separate piece of content that will make people follow the funnel. And be very clear on what each blog post, video or article is for in this journey.
3. Does your content correspond with your branding strategy?
What is your tone of voice? Will your clients expect you to be super serious and all professional, will they mind an occasional giggle, should you be warm and understanding or rather fun and a bit crazy? In other words, what “brand personality” should your content convey to your potential and existing clients?
Don’t forget to define the keywords for your SEO optimisation. Where and how they should be used in your content, we will discuss in future posts.
4. What, which and when?
Whether this is an article on your website or a post on social media, you should define:
The theme: engagement (you want to drag people into a conversation or an action), education (information about your company and your business sector), entertainment (interesting information related to your business, that will draw attention to your company).
The format: video, text, photos, podcast. Don’t forget that around 80% of the content is consumed on mobile devices.
The timing: when your audience is most likely to be online to see your content. This point is relevant to social media posting rather than website blog updates.
5. Quality over quantity
If you have limited resources to spend on content creation, better publish less but well prepared, meaningful and purposeful for your business content.
Don’t forget that you can use the same piece in several places like your website, social media pages and newsletter.
The strategy with clear answers on questions above will help you make your content appealing to your audience and useful for your business.
Happy Creating!
Thank you for reading this article! We offer you a free consultation to discuss your content strategy and make sure it does its best for your business. Click here to book your slot.
Comentarios