Customers look for different things at different stages of their journey. Create content for every stage. First you need content to make them aware of you, then to get them interested. Provide content to help them evaluate you and, finally, to keep them coming back.
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The beauty of content is that it can be used for so many purposes. For example, combine your best blogs, then add an intro, conclusion and a cover page, and you’ve got a white paper. If you give a presentation, use your PowerPoint slides as […]
A key reason why people share content online is that it arouses their emotions. Work out what moves your audience, and ruffle a few feathers. You’re more likely to engage the people that way – even if you lose some in the process.
When planning content, think about the challenges facing your target industry. Get in the inside the minds of your customers… What problems are they having? What keeps them awake at night? Then produce content that addresses these pain points.
Ideally you need quality and quantity. But, of the two, don’t compromise on quality – especially if you’re in the B2B sector, where a few strong leads are preferable to scores of inferior ones. There’s already plenty of content out there; quality will make yours […]
You want to be seen to be on top of the latest developments. But keep the bulk of your content timeless. Think evergreen – content that’ll be as useful in six months’ or two years’ time as it is today. And every few months, look […]
Establish yourselves as experts on your industry. Keep tabs on all the latest developments – and any emerging trends. Scan the latest RSS feeds, surveys and reports – and conduct your own surveys to provide new insights.
The Internet has created a highly segmented marketplace, so decide on your niche and stick to it. Identify who you want to target and how they negotiate social media. Then keep producing content that speaks to them.
Don’t think you need to produce all the content yourself. Curate the best content that others are putting out. Try using a curation tool like Scoop It, Storify or Spundge. Always credit the content creator and add your own comments instead of just sharing.
When writing a blog or video script, don’t write as if it’s a thesis or a formal report. But don’t make it too conversational either. Avoid jargon and flowery language. Write in plain English. Imagine you’re writing for just one person. Help that person. Make […]