It’s 2016 and once again content is dominating the business world and will continue to do so. It has easily established itself as one of the most vital elements in any successful marketing campaign- no matter what type of business. In fact, posting, sharing and liking content through social media and other channels will continue to be of the utmost importance. There’s no getting around it- we are no longer living in a material world, it’s the digital world and the quicker you jump on board the faster your business will grow.
But from a business side, what does 2016 mean for you?
It means that if you’ve been putting off integrating a content strategy into your marketing plan, it’s time to stop procrastinating and focus on your content. And when we say content, we mean every aspect of it – from its creation to publication. Which leads us to the first step: creating great content.
Creating Content In 2016
Obviously, the first step is to create great content. But how do you create content that actually engages your audience? That encourages people to like, share, subscribe and follow you – everywhere?
Although this can seem challenging to many brands, it’s easier if broken down into several steps. Here are 4 essential strategies for creating content in 2016 below:
Focus On Images and Design
Your images should tell a story. They say an image is worth a thousand words – and let’s face it – a lot of people are visual. They need more than a few words to peak their interest. An eye-catching image can help grab every reader’s attention from the get go.
Be Punctual When Posting
Your content should be posted in a timely manner. After all, it’s not your ‘website’ to take care of – but your readers to entertain. A great way to do this is to pick things that are relevant and leverage them through content. For example, if you sell fashion goods, if there is something relevant like a festival or the Oscars for instance, tailor your content towards this as it’s what people are interested in at the time.
Appeal To Your Audience’s Emotions
If you connect with your audience on an emotional level you are more likely to get to the heart of your reader and really get them to feel the content. The more emotionally involved your reader is, the more likely they are to share and re-tell your content to their own audience.
We’ve said it before and we’ll say it again – the best way to engage your audience with an idea is to tell a story. Obviously, not all stories are equal. Tell stories that reflect the situations that your readers can relate to.
Modelling Content In 2016
Modelling content has nothing to do with fashion, unfortunately. It has to do with tailoring the things you write to each particular reader. The best way to do this is to visualise your audience – who and where they are and what information they need to receive.
A good way to do this is to develop 4 or 5 different content marketing personas. These are different types of people that use your product or service. To make it more effective you give them a name, an occupation and what their needs are then tailor your content directly towards those different personas.
In order to model your content in 2016 and reach every potential customer out there, your content has to:
Have The Power To Convince
Your content should easily convince your readers to purchase your items. However, it shouldn’t be an aggressive sell. By designing content around answering the questions your consumers need to be answered, rather than forcing your product down their throats, you are in a better position to get them on board.
Focus On Before-And-After
Understanding the buyer’s journey is one of the best tools to use when modelling your future content. It represents each bit of information at each step, has the story-telling attitude and shows what message resonated with your buyer. Studying the buyer’s journey from start to finish will help you with the knowledge to further increase your market share.
This is the step-by-step model that goes round. It speaks in a simple language and makes the customer expectations clear. For example, you buy a product – use it – like it – and buy again.
A Final Word
In the end, your brand is less likely to be remembered if you are not consistent with your content. Creating and modelling content in 2016 is something everyone can do with the right processes and strategies. Incorporating each of the above-mentioned techniques will help you design content that speaks to your audience and in turn, will help in driving your business as a whole.