8 Tips for Creating (Lots of) Great Content

We’ve all been there, you hit the publish button in the morning and then spend the rest of the day waiting for likes, shares, leads and further accolades to come rolling in….and nothing.

Content is the cornerstone of any successful marketing campaign or program and it’s the fundamental way to educate your audience on your product or service.

However, creating noteworthy, memorable content can be daunting, even for the most experienced pro. 94% of B2B marketers say they use content in their marketing, do you know how many believe it’s effective? 42%…

Thankfully, we’ve got 8 easy tips anybody can use to create great, engaging and exciting content.

Establish an Editorial Position

An editorial position will help to shape your name, tone of voice, visual identity and choice of content.

Over time, your audience will come to recognise your editorial position, and come to anticipate content with a certain approach or attitude, making it easier to trial new forms of content.  As competitors in your industry start to create quality content, it becomes harder to stand-out and stay present in your audiences’ head for a period of time. So it’s important that your editorial positioning is driven by the distinctive quality of your brand and a category or a specific genre.

Choose a Tone of Voice

When it comes to any form of content or copywriting, defining a tone of voice should be the first step in the process. But where do you start? First, it’s important to understand the difference between your channel tone and your overall voice. Still with me? Think of the example of singing – you only have one singing voice, but you can sing in a variety of different tones to deliver a different sound. Content creation is no different to this, your copy tone helps you define how you want your voice to be heard on each individual channel or platform.

While your content should have a cohesive and targeted message, it should also be adapted to its medium. Twitter is character-limited, for example, so the message you provide must be shorter and more concise. However, it can still carry the same type of message and information as your content used elsewhere. Keep your message consistent, and adapt as needed.

Decide Who your Team Are

The successful implementation of any content strategy, or individual written piece, depends upon a crucial (and often overlooked) group of people – your content team. In the past, this team would either consist of a single person, or rigidly consist of account managers and creative copywriters. However, in order to create strategic and valuable content, you need a strategic and valuable team.

There are as many ways to structure a content team as there are teams themselves, so you need to build one that suits your business needs, whether that be a one-man show or a team of 20. But before you start hiring your ideal combination of strategists, writers, editors and coordinators, you first need to consider the possibilities you already have within your company, what they can share and how to engage them as part of your team.

Create a Variety of Content & Overview of Content

Possibly the most adept framework for how you should think about your approach to content is the PESO (paid, earned, shared, owned) model, developed and championed by author and PR industry leader Gini Dietrich.

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The method serves as a means of segmenting all the marketing channels at your disposal into discrete groups, looking if there are opportunities to integrate additional channels or sources into new or existing programs, highlighting any opportunities to re-purpose content you may already have. By re-purposing content, or freshening it up, you give yourself the opportunity to expand something that may have been a single idea, into a several new pieces, each tailored to a different audience.

There’s also no reason, if it’s of a high quality, that you shouldn’t take inspiration from your competitors and their content. It’s often hard to consistently come up with appealing articles or topics, and you can often find yourself repeating pieces – but not re-purposing them. Of course, it’s unwise to simply visit your competitor’s blog and start copying their strategy from the ground up. Instead, use their content strategy merely as inspiration or direction for your own. Find a way to put new twists on topics they’ve already covered, and think about what topics they haven’t covered.

Use a Content Diary, Plan or Calendar

Creating a publishing content can be time consuming and stressful work, so you need to be able to keep organised and be on top of every step in the process. The simplest way of doing this – create a content diary or plan. When you have a visible schedule you can commit to, the content process becomes a lot less daunting.

Creating a plan, calendar or diary allows you to keep track of everything you’re doing, and makes all the necessary information easily available to stakeholders.

It’s easy to get lost in detail when you’re in the heads-down process of content creation, so having a larger visioning session to create the calendar plus taking regular peeks at the calendar once it’s made can help bring your work into context.  And by planning your content in advance, you can prep and organise around any key dates that could influence your content. An effective diary or plan will also help with keeping your audience engaged by preventing your content from stagnating, or getting overly repetitive and random.

Use a Content Diary, Plan or Calendar

There’s no better way to drive sales leads and expand your brand visibility than by producing thoughtful original content. Yet as more and more companies start to hop on the content marketing bandwagon, it’s getting harder than ever to ensure that your brand stands out.

Producing reactive marketing content is a great way to ensure that your company’s thought leadership is generating interest. The idea itself is relatively simple: by capitalising on a newsworthy event, your content instantly becomes more clickable. There are a few drawbacks to an over-reliance on reactive marketing content – namely, the relevance of your posts inevitably withering with time – but, if used correctly, reactive content can achieve staggering results for your brand, chiefly in the following areas:

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  • It helps your brand stay relevant
  • It helps you connect with customers
  • It extends the longevity of your other content
React Quickly and Establish a Content Workflow

Is your content often delivered late?  Do you have trouble getting it signed-off? If so, then it sounds like you could benefit from defining a content workflow; a set of tasks that determine how content is requested, sourced, reviewed, approved and delivered. Trying to get by without such a process will lead to you running the risk of projects getting stuck and people being unsure or unaware of their responsibilities and the amount of time that it may take to complete a task.

A defined content workflow tells people in all roles where the content is in the process when their turn comes, and it clarifies what they must do to deliver what’s needed when it’s needed. The workflow will also help the project manager recognise bottlenecks so that he or she can take measures to keep content moving toward production and ensure that sign-off matches required deadlines.

Give the Audience What They Want

If you don’t know your audience and what they want, then no form of marketing (content included) is going to work for you. Take the time to listen to your audience (perhaps building personas) and what they’re telling you based on how they interact/ engage with your content. This kind of information is a goldmine, and who wouldn’t want to dig into a goldmine when they find one.

This kind of analysis is key to any content strategy, it allows you to discover gaps, identify new opportunities, adapt to the needs and desires of your market and discover if your content is truly addressing those needs.

Even if you follow all these tips, it’s still crucial to remember that content marketing isn’t a short-term investment. One you get it right, it will really pay-off, you just need to be willing to put the time and effort into it.

If you’d like any more advice about creating content, the type that will build revenue and drive relationships, then simply contact a member of the Bright team and we can get started an approach that works for you and your audience.

Sebastian Bland

Sebastian brings strong experience in Customer Relationship Management and Digital Marketing, having worked within B2C and B2B environments. He joined Bright Innovation to create and implement digital strategies in an agile way so that our clients see results, quickly. In his spare time, Sebastian can be found embracing all that Shoreditch has to offer.

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