The effectiveness of that content, however, hinges on using the
correct strategy for your business, be it a brick and mortar company or
an online store.
The following list will walk you through not only the types of content you should use, but how to use them.
* Text
The written word is the best option to address a target audience with a
direct message. Articles containing the language, expressions, terms and
words unique to a particular industry, niche or market automatically
set the context and tone of the message. Impeccable grammar and proper
sentence and paragraph structure will allow you to command audience
attention and send a clear message.
* Images
Photos and computer-generated graphics not only attract the eye, they
aid in delivering your message by illustrating your company’s products,
services, concepts and ideas. Such image content must be high quality in
design, composition, color and clarity.
* Videos
Video can serve a variety of purposes from providing product or
procedural demonstrations, to giving a face to a business or product, to
teaching classes half way around the world to generating a buzz in
social networking platforms.
* Infographics
Images accompanied by small amounts of text referred to as infographics
are the latest Internet and media craze. Infographics are an
increasingly popular, not to mention visual way of relaying information
and complex concepts and messages. Conveniently eliminating the obvious
sales pitch, infographics can be used to share a company’s story in a
creative and entertaining way.
Standard original content can also be leveraged into other forms of
content such as microsites, white papers, webinars or webcasts, branded
content tools, research reports, traditional media, print magazines,
digital magazines, mobile content, podcasts, eBooks and print
newsletters.
Purpose of Content Creation
Information is the core of content creation. With information
sharing, businesses can grow brand awareness, boost customer numbers and
develop and maintain positive relationships with current clients.
Content can also be leveraged for other objectives, including:
* The engagement of employees via company blogs.
* Recruiting through organization web pages.
* Greater business development, especially when such content is shared between businesses.
Keys To Successful Content Creation
* Identify the Audience
To send an appropriate and effective message, a business must correctly
identify the audience to whom it is delivering the information.
* Style Guide
To develop a business’ overall brand, content consistency is critical.
To ensure consistency in a message, style elements must be decided on
before the creation process begins. These elements include the tone,
words to be used and choice of language.
* New Content
Just like produce sold in a market, online content must be fresh if it
is to attract the attention of the target audience and encourage them to
return to your website. Your content must be unique while providing
information readers will find useful. In this age of information,
content is not just about what the business wants to relay, it is about
the needs and wants of the audience. Once customers appreciate the value
of a business, they are more likely to buy your product or service.
* Ongoing Development
Consumer behavior is always changing. Creating content to keep up with a
changing marketplace means staying up-to-date on all information that
pertains to your niche. Self-education results not only in fresh topics
to write about, it enhances your authority and credibility with your
audience.
* Reusing Content
With imagination, creativity and resourcefulness, you can breathe new
life into old content. Repurposing or reusing content can come in the
form of images being converted into slide show presentations or video
clips being arranged as part of a webinar series. Text entries can be
incorporated into newsletters and eMagazines.
Ideally, content creation should only be assigned to a team or a
person who either has an understanding of your industry and
establishment or who has the capacity to conduct the necessary research
to learn about it.
Whether you have your own content writing staff or you commission a
content writing service, it’s critical they have full comprehension of
the special strategies that need to be used in the online business
world.
Kerry Finch
