1. Create authenticity through subject matter expertise

  2. When it comes to content, authenticity is key. If your content does not showcase your brand personality or the value you provide to your customers, it’s time to make a change.

    Companies that are not authentically themselves in all aspects of their business will eventually suffer. Potential clients and customers will see right through the fluff and lose trust in your brand.

    While creating your content, provide value by aiming to educate or engage your prospects. In doing so, you will establish trust and credibility with potential customers.

    Ways to incorporate authenticity into your brand:

    • Align your content with your company’s mission.
    • Infuse your brand’s personality into your writing without adding industry jargon.
    • Engage with your audience to further build trust.
    • Write with people, not just search engines, in mind.
    • Identify subject matter experts within your organization and ask them to write on topics they know well.
  3. Incorporate video and other multimedia into your content

  4. Multimedia is paving the way in content, and it isn’t going away anytime soon. For example, video consumption is up to almost 75 million viewers each day alone.

    To boost engagement levels, use:

    • Interactive text
    • Audio
    • Video
    • Images
    • Animations

    One of the most common ways to incorporate multimedia into your content strategy is through the use of video. However, audio content is growing in popularity as well.

    Incorporate audio and video into your content marketing by:

    • Investing in video marketing and using it in blogs, on your website, and on social media. Start small with simple FAQ videos, live video, and social media stories to get branded video content out there without breaking your budget.
  5. Capitalize on micro-moments

  6. Modern consumers want fast, easy-to-digest information. To accommodate this, content marketing needs to produce “micro-moments” — a term coined by Google to describe four “moments” when a person wants to know, go, do, or buy.

    1. Know: Someone who is researching, but not ready to purchase.
    2. Go: Someone who is considering buying a product or service locally.
    3. Do: Someone who may need help completing a task.
    4. Buy:Someone who is ready to purchase.

    Marketers are now developing “knowledge bases” and other informational resources to help guide potential customers to the information they want to know.

    Add micro-moments to your content strategy by:

    • Creating FAQ pages.
    • Building knowledge bases.
    • Using Stories on Instagram or Facebook.
    • Producing snippet information for search engines.

    Make sure these pieces are short and easy to understand. Provide an answer in under 30 seconds, so that your potential customer can continue on their buying journey.

  7. Content marketing is now marketing

  8. When thinking about how much content marketing has grown in recent years, we must look at how this form of marketing has shifted to just marketing.

    Marketers used to look at content creation as a side project something to do when they had time to kill but now content creation is a central component of all successful marketing strategies.

    Content helps companies:
    • Communicate directly with their target audience
    • Create brand recognition
    • Generate qualified leads
    • Build trust
    • Increase site traffic
    • Increase social media following
    • Drive conversions
    • Educate existing customers
    • Move prospects through the buyer’s journey
    • Improve search engine optimization (SEO)
    • Increase revenue

    Today, content marketing is marketing. Understanding that content creation is vital to effective marketing will set your business up for success.

  9. Be strategic about your content

  10. It’s essential for marketing strategies to include content creation. While there’s no one-size-fits-all strategy to ensure success, you can start with your overall business goals and work backwards to determine appropriate content creation goals to set yourself up for success.

    Common goals include:

    • Generating more leads.
    • Increasing web traffic.
    • Establishing thought leadership.
    • Growing your brand’s social media following.

Determine what your company’s goals are and then use those goals to inform the content you put out.

Other things to consider when creating content:

  • Web crawling algorithms for SEO.
  • Building long-form and short-form content.
  • Distribution of content via multiple channels to create an omnichannel experience.

Remember, keep your content and messaging consistent across all channels. By aligning your messaging, goals, and design with your target audience’s preferences and behaviors, provide a better overall brand experience that increases the likelihood of converting leads to customers.