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How to Create Great Content and Get More Views

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Content strategy has become an indispensable addition to the marketing of any business and the smartest companies depend on it to drive results. A blog or social media post that is not well crafted will miss the target and waste your time and resources.

There’s a lot to think about when it comes to designing an effective strategy for your brand, and the approach will be different depending on your industry or scale.

Content Strategy Vs Content Strategy

Content is a catch-all term that includes both written and visual media.

These can be blogs, print, social media posts, emails, or graphics on your website.

(MarketMuse, an AI-powered content marketing company, is great at setting goals to which you can map these aforementioned elements and emphasizes the importance of developing a strategy that works with SEO.)

It is also important to remember that if content, at its heart, is about communication? Content strategy is about doing it effectively. The latter provides well-crafted information that a particular audience wants so that you can grow your relationship with them.

Some Characteristics of Great Content

Useful content can include entertainment if it’s within your brand. Valuable content can mean that you offer a solution to a problem, or it can simply be a helpful personal or business guide.

First, your content must be accessible. Make your sentences logical and use easy-to-digest language. Even complicated concepts can be communicated simply. Make sure your graphics follow logical design principles and are clear and easy to grasp. If you make your audience work to unravel the information, you will lose their attention.

Know your audience and design for that audience. If you’re just getting started with your strategy, it might take a bit of homework. Who do you want to talk to and why?

A useful exercise to ensure you are speaking to the right audience could be a model reader based on the composite qualities of your target group. For example, you could talk to a 30-year-old marketing professional named Anna about your new digital SEO course.

Use people-oriented language (e.g., “a person with a disability” rather than “a person with a disability”), avoid unnecessary or superfluous phrases, and keep your written content as simple and short as possible. Let your audience find themselves in your work.

You are not creating content to sell a product. Instead, you create content to build relationships. Apple does not sell its offerings or advertise features. Instead, they show you how much easier your life will be when you use their items.

Set clear goals and understand your audience

Answering a few questions ahead of time about what you want to accomplish and who you’re talking to will help ensure you’re not screaming into the digital void. Offer something of value and scale based on your mission.

A social media personality may provide entertainment or encouragement to their viewers. An effective TikTok star might center their strategy on reassuring others that their flaws are normal and lovable. It is a simple and relevant message that can be communicated in many forms. The influencer’s ultimate goal might be to attract millions of viewers and make a living through sponsorships or merchandise, but if they talk about it, they will bore their audience.

If you have a finance company, offer helpful and accessible guides that help your audience unravel the ins and outs of common but complex products like life insurance. If what you’re offering is easy to understand, accurate, and solves a problem for your leaders, you’ll gain confidence. Your audience will come back and that means an opportunity for you to grow.

Related: 5 Strategies for Creating Epic Content Marketing on a Tight Budget

Use SEO effectively

The technical aspects of content, like search engine optimization, can be daunting for anyone just getting started with content strategy. It’s valuable to take some time to understand how it works and how to make the digital tools work for you, even if you plan to hire someone to handle the details.

If you’re delivering information in the digital world, you want to make sure people see it, right? And with an overwhelming amount of information available online on virtually any topic, it’s essential that you do a little work to make it happen. But you also want to do it right.

Use keywords, but don’t insert them into your content or use them as a starting point. Remember that you want to deliver value to your readers, not just get clicks. You want them back. Help your audience by making your site simple and easy to navigate. Include a search function and a side menu that follows the page so readers can access relevant information.

Related: Could SEO permanently ruin your website?

Use multiple channels and reuse

Have an article with helpful information about 2022 health insurance options and subsidies? Don’t just set it and forget it — take a few steps to let readers know you have the information they need.

Link to your article on social media sites. Facebook and Twitter are great spaces of general interest. LinkedIn is a great place to catch the eye on business topics. TikTok and Instagram can help you with your travel or entertainment brand. Don’t just link your content. Stick around and chat with your audience, invite them to participate and don’t just log in once. You can share a link multiple times with different comments to interest different readers.

You can also design content in such a way that it can be refreshed or updated periodically. This guide to health insurance will be outdated by 2023, with new insurers and new laws on the horizon. Don’t let the page sit: check for changes, update the content with new data, and create an updated version. Build your audience’s confidence that they can come to you for accurate information.

Remember that algorithms are constantly changing, so the most important thing you can do for your brand is to ensure that you offer useful and clear information. Whether you’re creating a guide, solving a problem for your readers, or entertaining your audience, take the time to do it right and you’ll be rewarded with deepening relationships.

Related: 5 Copywriting Tips to Better Help You Master Messaging on LinkedIn