When it comes to maximizing your brand credibility and search engine rankings, content is king. Your digital content needs to be relevant, interesting and helpful if it’s to engage your readers and help convert prospects into paying customers. But, creating high quality digital content isn’t always easy. In this article, we’ll take a look at my top 8 tips to help you get it right first time.
1. Identify the right types of digital content for your audience
When creating website content and blog articles, it’s tempting to focus on the written word. But this may not be the best or only way to get your message across. As the saying goes, a picture can paint a thousand words. So why not use images or infographics to summarise or back up some of your points?
Video can also work really well. From a simple explainer video showcasing what your company does to a technical ‘how to do it’ piece, video is a brilliant way to engage people with your brand and hold their interest. In fact, statistics show that an impressive 81% of consumers have been convinced to buy a product or service by watching a video*.
Selecting the right combination of content types for your target audience should form a key part of your overall digital marketing strategy.
* Source: Wyzowl
2. Research topics that your prospects will value
Forget talking about what interests you about your business. Chances are, it won’t be the same as what your customers want to read, watch or hear. So take a little time to put yourself in their shoes. What information would they find useful or interesting? How can you help them solve their problems or achieve their desires? What will make them keep coming back to your website, blog and social media pages?
Creating interesting and relevant content is crucial to success. As well as engaging prospects with your brand, it will encourage other websites and businesses to link through to your website and social media accounts. Search engines will also prioritise helpful content over sales-speak. So, posting valuable content will help you improve your SEO rankings in more ways than one!
3. Get the most from your digital content
Here are a few hints for individual content types.
- Website content
This is text for your main web pages, so you’ll need to research the keywords with the highest search volumes (known as ‘seed keywords’) for your company type, products and services. Also, think about the questions people might have when reading your content so you can answer them, as well as addressing any worries and concerns.
- Blog articles
Again, keyword research is important here. However, you can incorporate some of the less important keywords – including ‘longtail’ phrases – as your blog articles are secondary to main page content. To maximise impact and readability, use imagery and infographics to break up the text and convey key messages. Consider adding a video to supplement the article (see example video above that I’ve created using Lumen5).
Keep it short! Two minutes is usually around the right length for explainer videos, whilst films about individual products or services can be even shorter. However, it’s OK for ‘how to do it’ videos to be a little longer. Another thing to consider is style. Would your audience prefer to watch an animated video, a whiteboard ‘how to’ format or would a ‘talking heads’ type interview be more appropriate?
A simple way to start a newsletter is to summarise a couple of your latest blogs into an email template with ‘Read more’ links through to the articles. Top and tail the email with an engaging introduction and a call to action at the end. Don’t forget to include suitable images and if appropriate, videos. And make sure your template design is on-brand!
- Case studies
These are excellent for providing ‘real life’ proof of how your products or services benefit your customers. You could have a stand-alone section for case studies on your website or include them in your blog section. It’s a good idea to break the case study down into sections to help signpost the reader, e.g. ‘Challenge’, ‘Solution’ and ‘Outcome.’ Don’t forget to include a customer testimonial.
Source Creative Commons Zero (CC0) images so you can use them without restrictions. This means you can edit and personalise the images to suit your brand, using tools such as Canva. Crediting isn’t required but providing a link on your website allows image authors to gain exposure. You can find CC0 images from websites such as Pixabay and Unsplash.
4. Plan your content for each stage of the buying journey
It’s important to consider different forms of digital content for each stage of the buying journey. Think about your customers’ intentions when they’re looking at each piece of content. Are they just browsing, ready to make a buying decision or already at the checkout?
Whatever stage they’re at, create your content with the AIDA principle in mind: how your content will create Attention, Interest, Desire and Action.
5. Create a digital strategy for managing your content
Once you’ve decided on your approach, put a digital strategy in place to help you manage your content creation activities. This should include a timetable for when each piece of content will be produced, optimised and posted or shared.
You should also set out a process for assessing your performance, such as using Google Analytics to monitor website visits and conversion rates and identifying top-performing web pages. Use this information to regularly review and refine your digital content strategy so you can keep improving on your performance and Return on Investment (ROI).
6. Share your content on social media
When you’ve created a new piece of content, share it on your social media pages to maximise your online reach. In turn, this should encourage others to share and link to your content on their own sites and social media accounts. It’s a great way to get people talking about your brand as well as drive more traffic to your website.
7. Re-purpose your content
You don’t always need to reinvent the wheel when it comes to content creation. If you’ve got a set of great blog articles on a related theme, why not convert them into an e-book or white paper that promotes you as an expert in your field? You could even turn blog articles and other digital content into video using tools such as Lumen5.
8. Outsource if you’re not sure
If you’re struggling with your digital content, you could outsource your written work to a copywriter. Or, for a fully-managed approach, a digital marketing specialist like Imagine is the perfect solution. I can manage all your content creation activities, from identifying the right content types, topics and keywords; to creating and uploading your content; right through to providing insights and reports so you can measure success.
Find out more – speak to Imagine Digital Marketing today!
I’d love to chat about how working with me on your digital content creation could help your business. Please get in touch today to find out more about my outsourced content creation services and how they can benefit your business. Call me on 01636 922 747 or contact me online today.
Digital Marketer offering a personal and tailored web consultancy service to small business owners and self-employed professionals in Nottinghamshire. I formed Imagine Digital Marketing in December 2016 and I really enjoy helping my clients make the most of online opportunities.