Brands can create content that readers really want to consume by sharing a value proposition, including compelling visuals and delivering good advice, according to former content producer at Forbes, Emily Inverso.
While there has been much talk about artificial intelligence and other forms of advanced tech shaking up the content creation process this year, Inverso still believes a successful campaign requires just a few simple steps at heart – though a focus on both quantity and quality is mandatory.
Added value content is vital for getting more new readers to click through to blog and news pieces, as well as retaining the interest of regular websites users. Inverso claims “sharing the value proposition” should always be a primary consideration for brands as they attempt to inform, entertain and educate.
A wealth of bright, striking images in an infographic or blog can also do wonders for engagement. Inverso adds: “The photos also make the post easier to share on social media, and to stand out there. This holds true of other types of imagery, too, like interesting charts or data visualisations. They often deliver more information than a paragraph of text and are much easier for readers to consume”.
Leveraging insights from experts can also give an article a premium-feel, as readers are more likely to anticipate valuable advice as they scroll and then share it with others on social and other platforms. Inverso also believes “distilling complexity” can win over readers too as tech-based subjects and trends such as bitcoin can be difficult to grasp. This can feed into attempts to create “evergreen” content on popular topics.