Creating Compelling Content for your Business

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POSTED ON 13th January 2014

Preparing and implementing a solid content strategy will help your business get more from your content marketing efforts. And no matter what industry you’re in or the size of your organization, there’s no better time to do this than now when social media sharing is at its peak.

Now, with content being so important, how do you exactly create compelling content that will connect to your customers and prospects?

Here are 5 content ideas to get you started:

1. Tell an interesting story.

Start with your story. Talk about how you started in the business and the challenges you had to overcome to get to where you are. This is a great way to engage your audience especially if they are in similar situation.

2. Numbering works.

If you’re giving tips or outlining steps, it’s best to inform your audience how many you’re giving by indicating it in the title. This way they’ll somehow know how long your post will be and if they have enough time to read it. Example: 10 Reasons Why Your Content Marketing Strategy Isn’t Working

3. Use Name Recognition.

This is done by combining two unrelated subjects into one content. Name-drop someone or something that’s familiar to everyone, especially your audience. Example: Be the MasterChef of Content Curation

4. Ask your audience.

Post an interesting question on your Facebook or Twitter account that can elicit all sorts of reactions. You can also ask them their concerns which are related to your product or service. This move is usually effective because customers appreciate businesses which show interest in what they think and feel.

5. Use visuals, too.

This includes photos, infographics, videos/webinars, slideshows, charts, graphs, drawings, calls to action (with text and graphics) and more. If you’re not particularly creative in this aspect, hire a professional to do it for you. Remember, if you can’t do it impressively, don’t do it at all.

Whilst there are countless tips you can read on how to successfully create content, all of it will be useless if you don’t have clearly defined goals and carefully targeted audience.

Gain an understanding of what kind of information your target audience needs before you create and publish content, so you can be their best option when they need you most.

Finally, go for a strong content mix of created content, contributed content, and collected content in building your content.

  • Find time to write some content. If you create “fresh” and original content, you’re increasing your chance of becoming the go-to place for updated content. Moreover, consumers are said to respond positively to companies that deliver custom content, and that they are more likely to buy from them.
  • Invite contributors to share their stories. Satisfied customers are the perfect source for testimonials that you can use for your website and share on social media. You may also commission a guest blogger to contribute a great story. Remember, good publicity won’t hurt. Just don’t overdo it.
  • Gather interesting links and articles from the web. Curate quality content. Why? You’d save your visitors precious time from wandering elsewhere in the web. Just keep in mind to choose only those content which support your goals or mission. Don’t forget to give credit where credit is due. You want to share, not steal.

If you’re just starting in business, you don’t need to do all these things at once. That won’t be practical, especially if you have limited resources and experience. Start small and specific. After a certain period, do an assessment based on your set goals, which ones are working and which ones failed. Then, try again something else. Soon you’ll be producing relevant content for your customers from the topics you create and curate.

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