And though that is that – creating engaging content, curating content and producing relevant content is the ever growing challenge for businesses worldwide.
Businesses have two major goals. One is to create content that speaks to the consumer directly for engagement and conversion. The second is to make that content readily available for consumer consumption and spread it out on all media vehicles for maximum reach and effect.
Both are huge tasks. Now the question is, with so many web platforms and so much content being uploaded to the internet every second – how can businesses create a process for content creation that serves the multi pronged purpose of relevance, engagement and ultimately conversion? Good question.
Convergence of ideas, market insights and social media trends
It is possible to write compelling content and do it consistently. The secret is to converge your idea and objective with market insights, social media trends and make use of editorial expertise to refine the initial idea.
Build your own editorial board
I know that sounds very fluffy. But it is really not that hard. Once you have an idea, it can be bounced off an editorial board – a group of colleagues, friends, bloggers and writers who can dissect your idea with you.
This process creates clarity for what kind of subject matter works. So once you have some form of a structure to your idea, you can take the discussion to the next level.
Who is your audience?
Market insight comes into play when you design your content for a certain audience. Are you aiming for youth, women, an age group, a certain demographic?
Now look at how many of these people you are aiming your content at are on social media.
Analyze and project usage trends. What ways do they use social media? Are you going with the buzzwords they understand? Are you making your point of view relatable?
Are you telling their stories on the platforms they use? Are you telling a story they would like to listen to? Relevance is everything in creating compelling content for business.
What is your value proposition?
Another very important point is to make your value proposition appealing and unique in your content.
Why should people believe you? Why should they buy what you have to offer? Why should they even listen?
Use exciting headlines. Get people interested to listen, to read, to learn. Tell them how they can benefit from your offering.
If you create boring content, your relevance and value proposition will not help much.
Engage. Inform. Convince
So make it engaging, compelling and entertaining if you really want people to follow the call to action you are making.
A great tool for creating engaging content for business is to use testimonials. I have always found them extremely effective.
When someone else says it, it’s believable and when someone says it without being too flowery about it, it is even more believable.
Write concise messages. Write actively. Write great subject matter. Inspiration comes through reading, consulting people and developing ideas.
Do all three and write when you have absolute clarity on the messages.
Once you get all your elements together, your content is ready to get some feedback. Consult with an editorial board to see how people will respond and make amendments, additions, removals as you think appropriate.
Continuing to create good content for business is an ongoing process and while all of us follow our own processes, some form of structure helps to keep the inspiration going.
Create your own process but remember to keep all the elements of creativity flowing in your content creation process. Include the factors of relevance, high quality, engagement and social insight to make it all come together.
Check out this infographic that I find really useful for my content creation process. Hope it will help you too.
Have a great Sunday!
Source: This infographic was first published at Mari Smith
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