Content can take many forms – blog posts, videos, eBooks, Tweets, infographics, advertisements... just to name a few. The content creation process is not always as simple as it might seem but doing it well can truly impact your business. In fact, recent research proves that creating quality educational content makes customers 131% more likely to buy from your business.
Creating great content starts with a well-established process. We go through the process from start to finish, and demonstrate how creating great content can help your audiences and customers find solutions and answers to their problems.
SO WHERE DO WE START?
There are a number of methods we use to create quality, unique content for your business
We find opportunities through keyword research. Keyword research is a fantastic way to discover how your audience is talking about a topic. In addition, keyword research can help you discover new opportunities for content that you may not have considered on your own.
We solicit customer feedback. Asking your customers may sound like a simple way to get an idea, but often there are unanswered questions they have about your product or your space that you can answer. Creating content around those questions will have a direct and meaningful effect on your existing customers.
Put yourself in your audience’s shoes. As a marketer, your first responsibility is to understand your customer. So, when you’re looking for new ideas, think about what your customer might find engaging, interesting or helpful. Then explore how those ideas could work with your content strategy. You can check out sites like Quora to find out what topics people are asking about in your areas of expertise.
We brainstorm with people in your business Your organization-wide knowledge is a powerful tool to utilize when coming up with new content ideas. For example, your customer support team has a lot of insight into the day-to-day problems your customers have. Your sales team has a wealth of knowledge about which solutions potential customers need from you or want to hear the most about. Tapping other groups in your org will help identify content ideas that speak to your customers’ (and potential customers’) needs.
Investigate what your competition is writing about. As a content creator, you should always be aware of the topics your named and unnamed competitors are writing about in your space. Understanding how your competitors approach a topic will help you differentiate your brand’s voice, approach, and content from theirs, identify gaps in their content strategy, and help your content stand out in the sales process.
It's in our DNA Creating content is a living, breathing and ongoing process. We have a team of talented researchers, writers and content creators that will ensure you have high quality content that will keep your visitors engaged, active and most importantly convert them into paying customers for your business.