f you’re in a profession that is in an office, you will be spending at least a quarter of your day writing in some form – be it emails, proposals or some other form of communication. In this day and age, content is king (yes, we know, it’s a cliché – but it’s true)! The more of it you put out, the more your business gets out there.
Not every piece of content needs to accomplish every business or marketing goal. It is perfectly fine (even preferable) for different posts to achieve different objectives as a company communicates with its customer base. The success of your business relies on your ability to communicate and market, and regardless of your field, today’s digital and reputation-driven universe requires that you communicate effectively, using great content.
So, what makes good content great?
Right Content, Written Right
Written content is what drives traffic to your website, with the magic of SEO integrated into it (Read about why SEO is important here). From the days of cave men writing on the walls, brands have been creating stories to sell their product and form a connection. Here are three things that are key in terms of written content:
Create original content with the right keywords:
One of the best things you can do is look at what your competitors are doing, and then do what they aren’t doing. We’re serious, it’s a great strategy – it ensures that no one who would pick your competitor over you will go to them if you were offering something that they weren’t. Of course, all your content is not meant to solely be what no one else is doing; then you’re creating a serious niche. But, go ahead and say what your competitors are saying – just make sure how you say it is drastically different.
Ask questions that engage: Create content that creates a discussion.
If people are talking about a topic you’ve put out makes for great content. It also ensures that you’ll have more people coming to your website and that drives you up in Google rankings too.
Provide answers to provide value:
Offering tips and tricks, or educating someone using well-written and engaging content is important – people are inquisitive by nature and are constantly seeking to grow their knowledge base and gain answers – give the people what they want!
Isn’t Video Content More Important?
Just because video content has come to the forefront, doesn’t make it the only thing you have to do. It is extremely important, of course, but if you have good video content but poorly written website pages, you’re not going to be capturing the right audiences.
That being said, studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing. Some things we’d recommend keeping in mind when creating great video content are:
Create non-sales videos that tell a story:
People are constantly bombarded with sales material, and honestly, they get a bit sick of it and seek respite from it as much as they can. Creating customer-centric material gets more people engaged with your content. Telling the story of such content in an artful way provides people the incentive to engage with what they deem to be quality content that is relevant to them.
Leave your audience wanting more:
An engaged audience hangs on to your every word and takes in all that you put out there. But the only way to get an engaged audience is to make engaging content. If you see a video and get to the end and think ‘so what?’ then you need to re-think it. Because, chances are your audience will be thinking exactly the same.
Respond to issues within your industry:
If you notice a recurring theme within your industry regarding techniques used, or relevancy of products, or even what the best way is to use said products, your next video could feature experts from within your business addressing these issues. Chances are other industry professionals and news outlets are searching for more information surrounding these issues and your brand can be the one to deliver and increase your credibility.
Here at Bear Marketing, we offer you the best of both worlds along with an entire Integrate Marketing Team that ensures you’re hitting the right touchpoints with the right message. However if you have the rest of your content marketing strategy down pat and just need some great video content to complete your happy picture, we offer special packages for that too! Get in touch today and let us tell you how we can tailor a solution to meet your specific needs.