When you think of website content, there’s a good chance you’ll automatically think of big blocks of text. Perhaps articles or guides like this one. And while this is obviously a form of content, there are many other ways of getting your message across too! So when we talk about creating outstanding content, this could include video tutorials, news stories, social media posts, memes and GIFs.
Essentially, content is pretty much unavoidable – it will be part of your day-to-day life. And this isn’t a bad thing, as content can not only keep you informed, it can also entertain you and make you smile. In fact, content has a huge range of uses. It can help you come to a decision, answer a burning question, or simply let you engage with the wider world.
When it comes to content creation, this is the process of coming up with ideas that would appeal to your audience, and then creating written or visual content based on these ideas. It’s also then important to ensure that people can access your content, such as via social media or blog posts.
Some people assume that once they’ve made a website, they can just wait for customers to flood in. Unfortunately, this is rarely the case! You need to not only create interesting content, you also need to be doing so regularly. That way you’ll be providing lots of useful information for your audience, keeping your current customers engaged, and attracting new business.
Did you know that you can bring in three times as many leads through content marketing than traditional marketing? It’s also around a third of the price. And according to the Content Marketing Institute, just over 60% of online purchases are made as a direct result of a customer reading a blog post.
Overall, content marketing can attract more traffic, boost your sales, and help your business grow. It has a great ROI too, as most content is incredibly cheap to produce. So what sort of content should you be creating for your business?
Whether you’re a recent start-up, a big long-standing organisation, or an individual looking for some extra income, you should be producing regular content for your audience. This can be in one of several ways though, so even if you’re not confident in your writing skills, there are options available! We’ve outlined a few examples below:
This is one of the most common types of content, simply because they’re what people are likely to see when they search for something via Google. And if you have a good copywriter, blogs have some of the best ROI rates.
Through the written word, you can engage with your audience, entertain them, and perhaps inspire them. Generally, the idea is to either provide useful information, or evoke some kind of emotional response through your writing.
If you’ve got a good camera, and can produce high quality images for your site, this means you won’t have to pay royalties or limit yourself to free stock photos. Alternatively, you can utilise an image hosting service, which you’d need to pay a fee for.
When it comes to infographics, these are images that also provide information – like a pretty diagram! You can create these yourself, though you may need to hire a graphic designer, or use some form of graphic design tool.
Podcasts are becoming an increasingly popular way to consume content. A podcast can be a great way to discuss particular topics within your industry, and can be incredibly educational.
One of the best things about podcasts is that they’re relatively easy and inexpensive to produce. And if you’re able to bring in guest speakers, podcasts can be a fantastic way to gain a following quickly.
As the rise of TikTok has shown, videos allow you to create a buzz about a topic, as well as reach a wide audience. And the videos don’t even have to be of the highest quality – as long as they appeal to your audience, you can use a fairly cheap setup.
Bear in mind that both short-form and long-form video formats have their place in a content creation strategy. So you may need to consider what sort of topics you’d like to discuss in each of them.
Another type of content you may wish to create is downloadable content. This can be a great way of getting the email address of your site users, so you can market to them at a later point.
There are several forms of downloadable content – you may have come across whitepapers, ebooks, templates or worksheets. All of these can be helpful for your audience, and come with the added benefit of you getting a customer’s contact information.
One of the most important things you can do when it comes to creating content is to plan it first! The platform and medium you use will make a huge difference to the sort of content you’re publishing. You need to tailor your content to both your audience and to the medium used.
First of all, let’s consider content for your website. The main purpose of your content here is to keep potential customers engaged, and hopefully lead them to the sales funnel. So your content needs to be focused on your company’s brand, include target keywords, and discuss the solution you’re offering. The message needs to be well written and cohesive, guiding users to your products or services.
The content on your blog will probably be fairly similar, though perhaps less sales focused. A blog can be a great way to include lots of keywords, peak the interest of your audience, and ultimately generate revenue for your company.
In terms of social media content, each platform works differently. For instance, Instagram is probably the best platform for posting images, while TikTok and YouTube are great for videos. Facebook can be useful for creating polls and asking questions, while Twitter is a great place for short, pithy comments, with plenty of hashtags.
When it comes to creating content, there are a few simple steps. First, it’s essential to conduct SEO research, looking into what sort of topics your audience would be interested in, and any relevant keywords associated with these topics. And if you’re struggling to come up with ideas, it’s a good idea to look at other industry content, such as blogs and articles published by your competitors.
Once you’ve decided on an idea, you can then start creating your content. Try and make it as unique as possible – perhaps include new research, or convey your message in a quirky way. Be clear about your topic, and if it’s a written piece, make sure you use lots of headings and subheadings. It’s also important to keep your audience in mind at all times – is this something they’d be engaged by?
After creating your content, you’ll then want to go back and edit it. Sadly, few people get everything right the first time! You may even wish to get someone else to look over your content, to check for any mistakes.
When you’re happy with your content, you can then publish and promote it. The latter is something that often gets overlooked, but is just as important as publishing content! You can use your social media platforms to discuss your new content, as well as things like email marketing and PPC adverts. The key thing to consider is which channels your audience are most likely to use, and then find your content on.
Arguably the most important part of any content strategy is analysing your content. You can use the data you collect to make changes to your strategy moving forward, and work out how to improve it. You can look at things like the number of page views you’re getting, as well as your bounce, conversion and engagement rates. It’s also useful to look at organic vs paid traffic.
Once you work out which content on your website or social media channels is not performing optimally, you can experiment a little. Try out different styles of writing, as well as different mediums and topics. And once you find the right combination, see if you can replicate it elsewhere.