The web content that you provide to the public of your internet business is responsible for describing your digital image. This will define how useful your company is to a target user, will attract new visitors or convince your prospects to become your customers and place their trust in your brand.
The importance of having a good strategy to generate relevant content is therefore indisputable. Nowadays, creating quality content to generate personalized experiences dedicated to a target audience is the most awarded activity by Google when positioning results on its pages, which means that if you are a consistent source of relevant content for your audience, then you will get every time more traffic and people interested in your products or services.
So: How do you plan a content marketing strategy?
This seems to be the right question to establish a consistent method of creating high-quality content for your potential customers. And the answer is not one. In fact there are many recommendations, techniques or steps to follow that you can find and that may fit perfectly in the case of your business.
To facilitate then the development of an effective content creation strategy let's see 6 practical tips that are always worth remembering (and implementing) in the digital marketing of your business. Follow these tips and create the best web content.
Define for whom you will create content
Just as a writer of children's books is very clear about the tone to be used in writing a children's book for certain ages, the same case applies to any company that wants to relate to its prospects on the Internet through content.
Being clear who your material is aimed at is the first step in creating interesting content because variables such as the age, geographic location, occupation or problems to solve of the people you are trying to attract, will compromise not only how it should be presented. the information that you will offer to cause a positive impact, it will also determine what information will be good to share and what is irrelevant or ineffective.
Therefore, knowing your audience will let you know what you must offer to earn their trust. Stick to this first-time digital market study and determine in advance the characteristics that will make a mold for more attractive and relevant content.
Believe to solve problems
If you know who you are generating content for, you may know what needs or problems they need to solve and this knowledge should be your primary source of topics to discuss in your next publications.
If your business is based on nutrition and diet services, for example, you can generate content on your website to solve certain doubts that a large number of potential customers usually have when visiting your physical location about some foods in their diets. Thus, you will not only attract users interested in this information from any corner of the Internet, but you will be able to refer your physical customers to your website so that they interact more often with your brand.
Always offer useful and interesting information capable of helping your audience with their problems. As the first step to earn the loyalty of a user is usually to give him something that is of value to his life, solving doubts or problems is how your business will find a place in the lives of more and more users.
It offers diversity to generate attractiveness
Web content can be so diverse and original that offering just text posts, or just image galleries is missing out on a great opportunity to stimulate curiosity and interest from a larger source of users.
Alternate between multimedia formats to provide information, so users will express through their interaction with your content their tastes regarding the presentation that most seduces them and they will also feel that you offer a new experience every time.
Some examples of formats in which you can share your content are:
Text. Use clear headings, keep a short paragraph structure, clear and with a tone according to your target audience to provide a relevant and comfortable reading.
Images. They are an excellent visual support for any other type of content, but they are also elements that cause great appeal and a superior reach in themselves because people tend to share this kind of material more frequently. Use good quality images and stay away from typical stock photos with smiling models that nobody really likes.
Videos. If you have the opportunity to produce quality video, this type of content is ideal for generating web traffic and authority in your company's industry. After all, YouTube is the second most used search engine after Google.
Infographics. If the material you want to share is both dense and difficult for the user to digest or contains many percentages and statistics, then the format you need to offer is a nice and attractive infographic. These provide relevant information to users in a very attractive way, becoming so useful that even your competition could spread it for you.
Guides, tutorials, ebooks . These (often downloadable) contents are extremely useful as stimuli for potential customers who need a little push to interact with your brand. They are also a perfect resource to provide your audience with detailed information that is useful to them.
Optimize your content
Since at this point you are generating relevant content on topics that your audience needs information about, now you must make sure that they can find it. The first step to make your content visible on the internet (before going out to share it on social media) is its proper optimization for users and search engines like Google. For that, you should hire SEO content writers online.
Users find your content on Google through keywords. These keywords that the person enters in the search engine must coincide (in an ascending semantic way in recent times) with your content so that Google recommends it among its results.
Therefore, it is recommended to include the relevant keywords within your text, name of images, titles or subtitles, URLs or meta descriptions of your pages to increase the concordance between the words used by the user and those present in your content. However, remember that it is important not to repeat them too much or saturate the pages of these keywords, which can be penalized by the search engine.
- Interact with your audience
Knowing your audience allows you to know what material they are interested in or seems useful in broad terms, but dialoguing with your clients and prospects can reveal important clues for the creation of timely successful content such as:
On what topics to provide information at this time. If your customers are excited that Christmas is coming and your company is a gift shop, then content related to Christmas gifts will make a bigger impact on your audience.
Feedback on what you post and share. Paying attention to the reaction of your audience each time you provide new information is the best way to know if you are doing things well and determine what you can improve for the next.
By generating conversations on social media you can directly ask your followers what they would like to see next, about what topics need new information or what type of content they prefer to see on your pages. So you can create content that is more relevant and at the same time your audience will notice that your business cares about what their customers have to say.
To dialogue with people interested in your industry, use the social media most frequented by your prospects, since these are the virtual environments where they feel most comfortable to interact.
- Make it easy for your audience to share your material
Finally, another aspect that makes your web content the best is the ease with which users can share it through their preferred networks. When people want to share some kind of information on their preferred social network, they should find the way to do it, but this is not the only reason to offer buttons and social options on the material you publish. When someone reads a blog post for example (without necessarily wanting to share it), cute and attractive social buttons can be the perfect stimulus for content to be broadcast on the net.
If you are in the planning stage of your content marketing, thinking about what to offer your audience that is of interest and useful to their lives, apply these 6 tips to generate quality content.
