Content Strategies: Creating Quality Material

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“A bird doesn’t sing because it has an answer, it sings because it has a song.”
- Maya Angelou

It goes without saying that everyone loves an easy and enjoyable read. Connecting with your
audience is a pivotal part of brand building and engagement. One area of struggle individuals, companies, and/or organizations run into is creating good content. More specifically, there is
always difficulty in conjuring up new and refreshing content that makes your audience want to act on. Whether it’s an article for your company blog, or a Facebook post promoting a new
product line, being strategic about your material can help boost interaction. But, how?

First, it’s important to research and understand your audience. Sometimes companies can make the mistake of assuming they know who their audience is without really taking the time to look into the demographic breakdown. A simple error made in promoting aspects of a company is reaching out to individuals who aren’t necessarily your largest audience. Take time to create
surveys, focus groups, and scan your platforms to see what ages are interacting with your
services. If you understand your audience, messages and content can be tailored towards them.

As well, it’s important to monitor and track what content is drawing in the most engagement. When you first begin producing content, take note of which articles and posts get the most
interaction. If topics that focus on social media monitoring get more attention than say, topics on employee management, perhaps your audiences want more messages tailored towards
social media usage. Also, be sure to use your analytic tools and metrics. These are a valuable
resource for determining which posts get the most interaction from users.

Another suggestion is to think outside the box. This means producing content that is creative and fun. In order to encourage your audience to participate with your content, you need to make sure that its worthy of engagement. If your company isn’t the type to usually make videos, perhaps it’s time to vary up the method of content production. To measure what your audience engages with, you need to vary up the methods for producing the content. Sometimes the least expected methods draw the most interaction. Creativity also means changing things up. Maybe have guest posts, interviews or Q&A sessions with industry professionals. The goal of your
content is to give your audience more reasons for interacting with your brand.

What are some of your suggestions for creating good content?

Sound off below, or tweet me @Sam__Dickson

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One thought on “Content Strategies: Creating Quality Material

  1. Matt

    Sam, I’m really interested in this topic. I’ve always found it an interesting exercise to try to deduce what makes for a successful publication, communications campaign, or whatever form of strategic messaging. In some cases, it seems like an author’s reputation will precede him or her, and whatever is published will be a hit even if the content is mediocre. Then sometimes it seems like some practically anonymous piece will catch fire and go viral overnight. I like to believe that content is king, but the truth is, when I look at some of the things that seem to really take off, I’m left asking why on earth anyone cares… I don’t think anyone has the formula for creating compelling content, but in this media climate, that’d sure be the golden ticket.

    Reply

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