Web content is typically used in online marketing strategies in order to support incoming site or blog traffic, generate awareness of a service or product and improve a site’s search rankings. The marketing effectiveness of content creation, however, depends on the correct strategy being used by the particular business or content company regardless of whether the business is a bricks and mortar type or an e-commerce or another kind of online store.
Keys to successful Content creation
Identify The Audience: To send a proper and effective message a business must accurately identify the audience with whom it is delivering the information.
Style Guide: To develop a business’ overall brand and ensure the same message is being delivered through each method and channel being utilised, content compatibility is critical. To ensure consistency in a message, style elements must be determined upon before the creation process begins. Such elements include tone of voice, words to be used and choice of language.
New Content: Just like product sold in a market, online content must be preserved if it is to attract the attention of the target audience, and encourage them to return for more relevant information in the future. Unique content also needs to be insightful so that it provides information that readers will find useful and want to learn more about. In this age of information, content is not just about what the business wants to relay, but rather, what the audience or searchers want or need. As a marketing tool, content must dispatch the value of the business, its services, and products, along with the business’ niche authority, to the targeted consumer in a way that’s informative. Once they appreciate the value of a business, the audience will take the next step — following a ‘call to action’ more easily.
Ongoing Development: Just as consumer behaviour undergoes changes, so too do market conditions — which need to meet new challenges and increased competition. This calls for the continuous creation of new content in order to keep the consumer informed. The creators of such content must also undergo a continuous learning process by searching for and researching quality sources of authoritative information so that data can be obtained for the new content. This self-education results in new approaches and aspects to writing about while offering a way to build on previously acquired information, allowing the content creator to enhance their authority and credibility with the audience.
Reusing Content: With imagination, creativity, and resourcefulness, old content can have new life breathed into it. Repurposing or reusing content can come in the form of images being converted into slide show presentations, video clips can be arranged as part of a webinar series, and text entries can be incorporated into newsletters and eMagazines.
Ideally, the responsibility of content creation should only be assigned to a team or person who either has an understanding of your industry and establishment or who has the capacity to conduct the necessary research to learn about it.
While many large organisations provide their clients content creation services through an in-house development team, it’s important to remember that aside from adequate service/product knowledge and writing skills, such staff members must also have a solid grasp of best practices regarding SEO (search engine optimisation). Perhaps more importantly, they need to be motivated to expend the time that is needed to stay up to date with changing trends in premium content creation.
An increasing number of businesses, both online and offline contact me to create customised content for them, continuing the global practice of outsourcing tasks that require specific expertise.
Whether you have your own content writing staff or you commission a content writing service, it’s critical that they have full comprehension of the special strategies that need to be used in the online business world.