How many times during the course of your business day do you hear, “Content is king,” or something along those lines? In the age of the Internet, it certainly seems to be true, judging from the number of Internet searches that people do on a daily basis. You’ve probably even kicked around some ideas about setting up a content-creation marketing campaign.
The problem is you don’t really know what kind of content to create for your viewership. That’s a problem because bad content not only doesn’t engage readers, it can cause you to send your brand off message.
If you’re trying to come up with some ideas for content, here are three things to keep in mind.
Before you can create your content, you have to know who your audience is and where they hang out, according to Moz.com. Look for them on social media, discussion groups, Twitter chats, and forums. Find out what they read. Look at their comments or complaints.
This process allows you to see what your readers’ unmet needs are, what their concerns are, etc. This information will eventually become the foundation of your content.
Once you know what your readers’ unmet needs are, you can start creating content that they want to read or watch. You are directly solving a problem that they have with your content, but you can’t do that if you don’t know what they need or who they are.
Here’s an example. Let’s say you run a fashion blog for professional women. You’ve learned from reading different posts on social media sites like Facebook and from your own comment section that your readers want to know what to wear to a job interview. Knowing this, you begin to construct a blog post about possible outfits that they can wear to an interview. Perhaps, you’ll even write a post that speaks to some specific professional industries.
It’s likely that a post like this will get a lot of views because it’s a topic that’s specific to your audience. And more importantly, it answers a specific question that they have about a particular topic.
Not all people enjoy reading blog posts. Some like watching YouTube videos. Others enjoy reading eBooks. Knowing how your audience likes to receive its information is an important part of the process, according to HubSpot.
This doesn’t have to be overwhelming, though, even if you find out that your audience likes more than one form of content. Once you create a piece of content, say a series of blog posts, you can repurpose the content to make a series of eBook informational guides. Or create some infographics from the information for a Pinterest post. Or make a video script from it.
You have numerous possibilities. The best part is that you spend less time overall creating brand new content. You get to reuse what you already have. Best of all, by using content you already have as the foundation for these new forms of content, you’re still appealing to your audience’s needs.
Creating relevant content for your viewership first starts with you really knowing who those people are. By visiting the same forums or social media outlets that they do, you begin to understand what makes them tick. Once you have that information, you can then start creating content that meets their needs in some way.
Finally, to get the most bang for your buck, you can use that same information to create new forms of content. This can be you turning a blog post into an eBook or a video script for your YouTube channel. Doing this stretches your content resources and gives your viewership more ways to consume your message.