How to craft content that resonates on a regular basis
Are you fed up of volatile traffic numbers and the constant struggle to maintain a steady stream of readers? Making a few changes and creating a solid foundation for content output could be the answer.
Content as a value exchange
Content needs to serve a purpose, both for the brand and end users. Making content truly valuable is a sure-fire method for getting more eyeballs on your output, but that is easier said than done. A recent study by BuzzSumo found that long-form content resonates best on social media, so consider more in-depth editorials as a starting point.
From here, focus on creating something that engages and informs while being credible and inspiring. Think of content as a jigsaw and try to put the pieces together to make a whole that is relevant and meaningful. A few of these pieces could include data and links to trustworthy sites to support claims, storytelling, excellent prose, catchy subheadings and appropriately placed visuals. Mix everything in to enhance the power of your output.
Hold a mirror up to readers’ interests
You need to put a bit of your reader and target audience into your content marketing campaigns. It should reflect their concerns, challenges and experiences. A study by Edelman found that two-thirds of consumers base their decision on whether to remain loyal to a brand or switch their attentions elsewhere on a brand’s position on social issues. Finding out what audiences value and are interested in can help you to tap into the topics that really matter to them.
Build a connection and nurture it
A fundamental aspect of the human condition is building connections and nurturing relationships. You can use this advantage during content marketing campaigns by creating a two-way conversation with audiences. This can be done when sharing your latest blog posts on social media via a question or hashtag, or by getting them thinking about important issues by talking about developing news stories. Check Twitter and the Google Trends tool to see the hot topics of the day.
Make good content
All of the previous tactics can fall down if you don’t create content that people actually want to watch or read. Make sure that your marking materials meet a certain standard and always try to be inspirational and thoughtful.
