How to create content the right way

Today, when we need advice or have a question that needs answering, most of us will opt to pick up our phones, open a laptop and go to a search engine. There are four billion search queries handled every day by Google alone. Every response to each of those queries is a link to content. Content creation is essentially the process of designing content for your business that will appeal specifically to your intended audience. If you have the right content then you can use it to drive sales, increase leads and boost traffic to your website. So, how do you go about creating it?

Start with a strategy

Your strategy should include everything, from tone to detail, as well as what you’re intending to do with the content you create, from posting to repurposing. You’ll need to establish your content goals as well as the buyer personas that the content is going to be designed to reach. Focus on the buyer’s journey and try to create content for each stage in this process - make sure you’re using the content format that is most likely to appeal to your buyer personas, whether that’s blogs or social media.

Create your content with purpose

  • Do your SEO research. If you’ve done the work with buyer personas then you know what content is likely to appeal to these people - SEO is the next stage in rolling this out onto a larger stage. You’ll be able to see which keywords are worth the investment of creating content around. Those that have a monthly search volume and keyword difficulty that corresponds to your domain authority are likely to be the best bet.
  • Come up with ideas. This is the brainstorming stage for your content and could involve working with topic clusters, for example or looking elsewhere, from competitor sites to industry books and blogs, for inspiration.
  • Write with intent. When you’re writing your content make sure you’re speaking to the buyer personas it is intended for. Be unique - don’t copy words or tone from someone else - and keep your writing structure simple, clear and concise. Avoid mixing up multiple ideas in one piece of content - focus on the main message and stick to that.
  • Dedicate some time to refining the content. Basic errors such as spelling mistakes should be removed during this part of the process. You’re also looking to ensure that the content is consistent and has a clear, active tone. Break down long sentences and remove any confusing explanations.

A word on content planning

Even with the best content if you don’t have a plan for using it then it can still be ineffective. Make sure you have a clear idea of where you want content to go and what you want it to achieve - this is essential because different platforms require different approaches. Content planning will also ensure that you don’t miss any key dates or have big gaps in the content you put out. Content is essential for reaching customers today, no matter which industry you’re in. Creating effective, interesting and authentic content can generate momentum for your business, from engagement to leads. Find out how Iconic Digital can help create content for your business, get in touch today, call us on 020 7100 0726. Find out more about our Content Marketing Agency in London.

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