16 Strategies for Compelling Content Creation
Compelling Content Creation is a Must!
The good news is that by now most brands are aware of the benefits of content marketing. The bad news is that many brands are not publishing effective content due to the lack of a compelling content creation strategy. Simply publishing content is not enough. Compelling content creation is absolutely essential if you want your content marketing strategy to succeed. Creating compelling content is not difficult. Simply take a look at our 16 Strategies for Compelling Content Creation to get some ideas.
Before businesses can get started with compelling content creation they need to understand that content marketing is not a one time effort. If you are not sure what to expect you may want to start and read Preparing for The Content Marketing Marathon. You need to publish ongoing content that your audience is looking for in order to satisfy Google’s Search Algorithms, and your human audience. And it better not be something that you simply copied from somewhere else, it has to be unique as well.
By this stage many of our clients feel overwhelmed. Many of them are small business owners with only limited resources. And even bigger brands with larger marketing teams can get overwhelmed quickly. We have great news for all of you! Compelling content creation is much easier than you think. Why not try one of the following strategies yourself?
16 Strategies for Compelling Content Creation
1 – Think Like a Journalist
Before getting too bogged down with the ‘meat and potatoes’ of your story, remember that you win or loose about 90% of your target audience with your headlines and introductions alone. Win them over at the beginning and you will have a much easier time with the rest.
2 – Inspiration is Everywhere
Believe us, we have been there! Without inspiration the whole compelling content creation goes down the tubes. If you are in the midst of a dry-spell, try to find out out what juicy nuggets of wisdom are floating around in the brains of the people around you. Family, friends and colleagues alike, even those with no interest in your niche, can provide new and interesting perspectives.
3 – Keep It Short
If you think your audience is willing to read reams of text until they find something of interest, think again! A few lines is all you have before they get bored and move on. So be sure to keep what you are saying concise, to the point, and ideally in bite-sized chunks.
4 – Make It Your Own
The nature of the news world has always been one of poaching other brand’s stories and headlines. The key is to get there first and make it your own. Never underestimate the importance of keeping one finger on the pulse of your niche at all times, sharing anything of interest to your audience before it goes stale.
5 – Keep it Conversational
Language that is overly formal is a big turn-off for most as they quickly feel they are being lectured, rather than informed. Be sure to always keep your tome at an appropriate conversational level, without crossing the line into inappropriateness.
6 – Don’t Oversell
Your audience already knows that you think you are great, so there is really no point in always blowing your own trumpet and going for the hard sell. If you do, anything you say will loose its sparkle and be interpreted as pure sales spiel.
7 – Keep it Real With Photos
This is a key part of any compelling content creation strategy. If you are planning to use any images whatsoever to back up your text content, don’t fall into the habit of using those oh-so-easy stock photos! Sure they look nice, but they don’t really tell your readers anything about you and what makes you tick.
Even worse, some stock images are so popular that your visitors may have seen them on other websites. Investing in professional photography services is a small price to pay to create an effective online brand.
8 – Invite Guests
Invite others to help you with compelling content creation! Guest posts not only allow for new perspectives and inspiration, but also show your readers that you are welcoming and open, which are hugely attractive traits. Whether it is a guest blog, a comments section, or a simple open invite to share views, you can’t go wrong. Find out more about the value of guest blogging.
9 – Reach Out and Ask for Help
If you seem to constantly strike out in terms of figuring out what interests your audience, why not ask them? Yes, we know, what a bold concept. But it works! Send out a few emails, make a few calls, or even post a few questions online through a service like SurveyMonkey. But quit assuming you know what your audience wants, and ask them instead!
10 – Go Down Memory Lane
If you struck gold in a big way with an amazing piece of content you created earlier, don’t deprive your growing and engaged audience of your brilliance! Instead, update it as necessary and re-post it for those who have not already read it. Reuse and recycle content at all times!
11 – Honesty is The Best Policy
Let’s make sure you are absolutely clear on this! None of our compelling content creation strategies will work if you are perceived as a flake, or worse, a fraud! Don’t pretend you know what you are talking about if you don’t. Even worse, don’t pretend to like something you hate. Your content will reek of fabrication and send your readers packing. Stick with what you know and love instead.
12 – Do Your Homework
Your compelling content creation no longer has to rely on guesswork. You can count on Google and others to tell you what’s hot and trending in your niche. Look into plenty of readily available up-to-date statistics and analytics to learn what interests your audience, and give it to them!
13 – Keep Navigation Simple
Often an overlooked part of compelling content creation, make it clear, easy, and fast for readers to find it! There is really no point in promising them the world on your home page if they then can’t find where to click to move forward. Millions of conversions are lost this way every day!
14 – Keep Topics Separated
Another key aspect of compelling content creation is to keep your topics apart. Topics with their own landing pages have much better conversion rates than those squeezed in on other non-dedicated pages. Therefore it is vital that that you give every topic you consider to be of importance to your audience its own landing page. This is a great way of conveying the importance to the reader.
15 – Be Timeless
When it comes to the permanent content on your pages, never include anything that can or will go stale in a matter of weeks or months. In other words, your compelling content creation needs to focus on ‘evergreen’ content that is still valid in a year. Never make your permanent content valid only for today!
16 – Transcribe Your Content
Last on our list of compelling content creation strategies is not to forget to include transcripts! Don’t forget that not every reader will be in a position to listen to your audio and video content, so be sure to include transcripts to be accessible when and where needed. There is an added bonus as well, transcripts will be picked up and indexed by search engines spiders; audio and video content will not.
Compelling Content Creation and Your Business
OK, now you know the basics about compelling content creation. If you are already used to creating at least some of your own online content you can simply follow our compelling content creation strategies and you should be good to go. If you want some more info regarding content creation and marketing check out the following posts on our ESPRESSO Shots Blog:
- A Step-by-Step Guide to Content Creation
- 3 Time Saving Content Marketing Tips
- 5 Content Marketing Facts Every Business Needs to Understand
- Content Marketing Benefits for Small Brands
- A Strategy for Divisible Content Creation
- Small Business Content Marketing Tips
- Content Marketing Lessons for Business Owners
Content Creation Resources
Compelling content creation does take some time and effort. For most small to mid-size businesses that is the biggest obstacle. And many business owners are unaware of available resources. If you fall into that category you may want to check out professional networks and Meetup groups to help you find the following outside resources:
- A content strategist can help you create and document your content marketing strategy and determine your target audience
- A copywriter or editor can help you create compelling content and develop an editorial calendar
Bigger businesses with more resources can do some or all of this in-house, most often through an in-house marketing team. If you only need occasional outside help you may want to establish a relationship with a temp agency specializing in creative and marketing services, such as Creative Circle, Filter Digital, or VitaminT.
We Create Compelling Content
Of course, you can save yourself a lot of time and trouble and have us help you with compelling content creation. Our content strategists and copywriters can help you with your content strategy, creation and editing, while our white hat SEO services will get you found by Google. Our professional photographers and videographers are experts at visual storytelling. Why not get started by requesting your free estimate for compelling content creation?
And if you are still not sure about how compelling content creation affects your online presence, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best way for your business to get ready and maximize your compelling content creation efforts. That is one of our specialties, after all!
Do you have any small business content creation tips you would like to share? Feel free to add your comments below so our audience can benefit as well, and grab our feed so you don’t miss our next post! And feel free to share our compelling content creation strategies with your audience!
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