Content. That word is everywhere at the moment — from bloggers to big banks, everyone’s creating content. What is key to content is creating stuff that people want to actually engage with, whether that’s a blog post, a social media account, or an article for a brand.
But what actually is content? Well, it’s anything really. It usually means creating something that lives online, that will probably be used for marketing. The format can be anything – article, video, blog post, podcast, video series, web copy. Anything that engages an audience.
And why is writing good content important, you ask? Well, audiences are discerning and they’re being bombarded with content all day, every day. So, to cut through, you need to create the best darn content you can.
Here are some tips and tricks for creating even better content:
1. Get organised
A to do list scribbled on a piece of scrap paper probably won’t cut it if you’re looking to write excellent content regularly. Using online planning tools will help you know when things need to be published and then you can work backwards to know how long you have to actually do the writing.
2. Planning makes perfect
Interesting, engaging content takes time. Before you put pen to paper (or finger to keyboard) spend some time working out what it is you want to say. Have you understood your audience correctly? What message do you want to get across? What do you want to achieve with this piece of content? Answering all of these questions is key if you want to craft the best possible content.
3. Get to know your brand
Even if your brand is you (bloggers, that’s you) it’s important to understand it fully. Investigate the brand’s tone of voice (and make sure you always write in it), learn about the brand’s visual identity (or, indeed, create its visual identity), and discover where it sits in the list of brand archetypes. You’ll be surprised how much better your content will be after you’ve fully got to grips with the brand and done a deep dive on it.
4. Get to know your audience
Really understanding what makes your audience tick will deeply inform what it is that you write. If you know your audience love reading women’s magazines and horses, then you’ll be able to create something that will really interest them. There’s no point in spending hours on something if no one is going to read it.
No, this isn’t a joke. You’d be surprised at how many content creators send things out with typos! In this day and age, it’s not necessary. You can use online tools such as Grammarly to check your work for you.
Hopefully, this list has provided you with a little bit of information and maybe even some inspiration. Crafting compelling content is an art form, and being a content creator is a really exciting thing to be. So, take a deep breath and throw yourself in!