The core of every business’ inbound process is content creation.
Content in this context is mostly limited to blog posts, social media content, email newsletters, reports, infographics, videos and more.
Creating original, relevant and quality content lets a brand demonstrate its knowledge in its industry and build an original voice.
Unlike industry news or curated content, creating original content gives you the opportunity to include personal insights that you have garnered due to your experience while leveraging the same opportunity to address your customers’ pain points.
It can boost your search engine optimization (SEO) efforts by making resources available for sharing and creating more pages to be crawled by search engines.
1. Focus on the keywords: Creating content that your audience does not find useful or want to read is a waste of time.
Don’t forget that the whole idea of inbound is to be found when people search for keywords relating to your industry, brand or even products and services, so if you are not creating what they are looking for, what then is the point?
To know what they are looking for, you must do a lot of research and know what your audience wants.
The flip side is to create that you want to be known for so that when potential customers decide to search, you’ll be right there waiting to be found.
2. Diversify Your Content: Blogs and other textual forms of content are great but don’t be afraid to experiment with other types of content including but not limited to infographics, videos, podcasts, webinars, quizzes and polls, listicles amongst others.
You can do research to come up with a blog post that can be converted into an infographic and you can look at the results from the various types of content you push out over time to determine what works best for you.
3. Follow the Pareto Principle: This is also called the 80/20 principle.
The idea is to ensure that not more than 20% of your content is directly related to your brand so you don’t come off too sales-inclined.
You must ensure that your content actually helps your audience hence it should be entertaining, inspiring, educational or informative.
So, even if you are announcing a new product, it is important that you include its benefits to your audience to keep them interested.
With these few tips, you should well be on your way to creating great content for your brand. Which of these tips have you come across before now and which one will you be implementing from now on?