Where do you go for expert advice on anything nowadays? The internet. As a civilisation we rely heavily on the information that’s available at our fingertips. All of this information is known as ‘content’.
Content can be classified as follows:
Written, i.e. what you’re reading right now
Verbal/oral, i.e. content that you listen to - podcasts, for example
Visual, i.e. content that you watch. Statistics show that video is the most effective form of communication in today’s 24/7 world
It’s important that you use all three within your company’s marketing, as each one has its own pros and cons.
When will you be sharing the content?
When you're scrolling through social media, what kind of posts stand out to you? The truth is, different content resonates with different people in different ways. It can even vary with your mood.
Consider that employees, during their lunch breaks, want to absorb content that’s funny and short-form (i.e. takes very little time to read, watch or listen to) as they seek escapism from their work. Once home, with more time on their hands, they may prefer long-form content with a beer or a glass of wine in their hands.
When creating content for your business, think about when you’re going to share it, as this will have an impact on its length/volume.
What’s the purpose behind the content?
The next thing you need to think about when creating content is why you’re creating it? What is the purpose behind the content? Are you looking to educate your audience about a new product or service you’ve launched, for example? Or are you simply wanting to make them smile and/or build trust around your brand?
Where is the content going to be shared?
You know when you want this content to go out and the purpose behind it...now you need to think about where it's going. Which platform are you going to share this content on?
If it's an article you may plan to share it on a blog site - in which case, word count doesn’t really matter. Alternatively, you may wish to share it on LinkedIn; again, the word count doesn’t really matter here. However, if you're sharing it as a post on Facebook the length of your content really does matter. So, before you even begin to write, think about where you will be posting your content. You don't want to write the best article in the world then realise you need to cut half of it so that it fits on the required platform.
Who is your audience?
The final thing you need to think about is who will likely consume it? Different ‘tones of voice’ resonate with different people. A good tip is to research your target market; look at the content they already watch and consume. I often read an article or listen to a podcast related to my target market before I start creating content, to get me in the mindset of that audience.
Content creation is vital for your business. It's essentially how you communicate with your audience. However, you need to make sure your content stands out from the crowd. You need to remember that you're not just competing with your main competition; when it comes to content creation, you’re competing with everybody that makes any form of content. There are only so many hours in a day...you can only watch, read and listen to a certain number of things before the day is over. Your content must stand out if it is to have any chance of being consumed.
For help and advice with your content creation, get in touch with Novus Marketing Solutions on 07983 575934 or via firstname.lastname@example.org.
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