Amazing content can take your website places. But, no one said that creating it is easy.
Not all content we see online is good or attracts our attention. Some information out there just “doesn’t hit the right buttons”. Numbers say it all. One in three marketers believes that their content is not at all or just partly effective.
In other words, you can do many things wrong when creating your content. The idea is not just to set some time aside to create something and fill out your pages or social media. If you want this to be worth your while – and it definitely will if you do it right – you need to learn how to create better online content.
Knowing all this, it’s time to get some actionable tips on how to improve your content. Here they come…
1. Really know your audience
This is the first thing that every experienced marketer will tell you. Everyone knows that the right type of content, the right information, and way of presenting it is the only way to reach out to the target audience.
But, do you know how to actually make this happen?
Not all information you can gather on your audience is relevant to your strategy or will help you with your content. Gathering as much data as you can is useful if you have forever to narrow down what you might need. Too much information can make it impossible for marketers to figure out what their audience needs.
This doesn’t mean that you shouldn’t focus on research. Research is your first and most important step. What it means is that you need to find the right information – and the right ways to gather it.
It all starts by identifying who the ideal buyer or visitor is for your website. Yes, you can obtain some data by viewing your competition, checking forums, reviewing your existing customer database, etc. You can narrow down the demographics, main keywords, and many other useful things by gathering this.
But, does this tell you how your target audience will react – or what they need from you?
One amazing actionable tip that can improve your content is creating and implementing a concept test survey. At this point, you have a concept for your content marketing as well as your products. Concept testing allows you to validate your ideas, designs, and products and save tons of time and resources. Thanks to tools like Maze, this is no longer time-consuming, costly, or challenging.
According to Maze: “the main difference between a good idea and a bad one is that a successful product concept appeals to the people it’s made for.“
Concept testing is a great way to avoid costly mistakes and learn what type of content your audience really needs. It’s especially helpful when you have many ideas (as well as types of content) to tackle, and need to decide what to invest in first.
2. Refine your video content strategy
Two years ago, SocialMediaWeek made a prediction that looks very real right now. They estimated that by 2022, 82% of all online traffic will be in the form of video content. With the increased popularity of videos, especially across social media networks, this has become a must-have strategy for every aspiring online brand.
Those who aren’t producing video content are still on the Web, but their numbers are diminishing with every passing day. Successful marketers are working on a separate video content marketing that produces different types of content, sharing different messages, and spreading them across different networks.
Just last year, Social Media Week came up with a great stat – viewers retain around 95% of the message in a video. Animoto has found that 93% of brands earn at least one new customer from one video on social media.
Now, imagine what you could do with great video content. What does this tell you?
It tells you that, if you want a great content strategy, you need to redefine and refine your video strategy.
For this, we have two very important tips.
First of all, you need to select the type of video content you’ll be creating and publishing. This should depend on your site or brand’s nature, your budget, your audience’s preferences, and the channels you are using for marketing. Whatever it is, you should definitely be mixing things up when it comes to video content.
What are your options?
Think vlogs, Q&A sessions, webinars, presentations, live streaming, product reviews, social media shorts, tutorials, user-generated video content, giveaways and contests, and more. The sky is your limit – you just need a great idea to get started.
The second tip might just be the most useful thing you’ve heard today – transcribe and add subtitles to your videos. Yes, tags and links in the video are important, but have you considered that people might not want – or cannot – turn on the volume or understand your video’s language?
Some might not be native speakers and might find it hard to keep up with the content, even.
By subtitling and transcribing your videos, you give viewers the same content in a different format. This way, you can provide the same information to people with different preferences. If someone prefers the written version – or has to settle for it – they have the choice.
Luckily, there are tools to make this simpler, too. HappyScribe is a brilliant tool for automatic subtitling and transcription that can transform your video content strategy entirely. You just need to upload your videos, pick a language you want a subtitle for (their generator is 85% accurate), or get them to transcribe it within minutes.
3. Create appealing infographics
Businesses of all sorts rely greatly on infographics. Even so, many consider this a hard task – as well as time-consuming and costly and stick to traditional images or even some videos.
If you aren’t creating this type of content, you are missing out on a lot. When it comes to visual content, infographics are somewhere at the top. These are your ways to create a visual representation of any kind of information. Whether it is a tutorial or a place to share some important numbers, this is a way to visually appeal to your audience.
And we all know how well people respond to visuals!
According to Quuu, you can achieve at least three things with a great infographic:
· Break down complex concepts
· Make boring data look less boring
· Summarize the most important information from your content
If you thought that this is too much work or takes too much time, think again. Some great tools can help you create quality infographics within minutes. With Pictochart’s infographic templates and simple-to-use customization tool, this will take a very short time – and turn into a great success for you.
4. Optimize your content by platform, not preference
The content you create should not be based on how you feel right now – or how much time you have. It should be dependent on your audience and where they hang out. If it’s simple for you to create Instagram posts but most of your audience is on Twitter, you aren’t appealing to them, right?
Any audience engages best with selected types of content. For some, it is blog posts and written content, for others it is videos and podcasts. Some audiences prefer infographics and guides, or even ebooks.
When you are researching your target audience, you need to find out which platforms they use – and how. Based on that, you can create and optimize the right type of content.
How does this work?
Let’s say that you’ve selected Facebook as one of the platforms to create content for. This platform is different from, let’s say Twitter. You can delve into your posts, share links to your blogs and videos, and more.
On Twitter, your liberty is limited to 140 characters. You don’t have a lot of space to say things, so it’s best to be witty and concise.
The same content does not belong on all platforms. Make this your rule of thumb. It’s much better to create and publish the right content on one or two platforms (if you lack the time) than to publish the same thing everywhere without results.
5. Have an editorial calendar
Editorial calendars are not just for people in the publishing world. If you are present online, you are a digital publisher, so this is something you should definitely have at your disposal.
Editorial calendars are an amazing resource to organize and build a foundation for your content. It’s where everything begins and ends. In it, you can see the right picture, delve into details, and do your content planning.
One thing is very important to note here – your editorial and content calendars should not be the same. These terms are used interchangeably, but you need both if you want to have a great marketing strategy.
On one side, you have the content calendar where you plan all content activity such as creating and repurposing content. It includes the messaging or content that needs to be posted, such as links to videos and articles, or blog posts – linked to your channels and the publishing dates.
On the other hand, the editorial calendar selects themes over a long period. You use it to plan ahead for the materials you don’t have just yet, organize the team that should create it, and more.
Here is an excellent editorial calendar by Hubspot:
When it comes to content marketing, only one thing never changes – you never stop learning. Use these tips to boost what you already have – or create something amazing for your brand.