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How to Make Sure Your Brand is Creating Captivating Content

Many factors need to be taken into account when creating online content that people will want to engage in, from frequency and consistency to keeping in mind characteristics that make up your audience.

Editor’s Intro: It is still difficult for many marketers to find the right way to relate to people online. It has to be thought of more as creating and maintaining a conversation than a one-way argument for buying a product. Freddie Tubbs writes about a number of factors that need to be taken into account for marketers trying to keep up their end of the conversation.

As a brand and business, it’s vital you’re taking the time to create the content that your readers, customers, potential leads and followers are going to enjoy and, most importantly, engage with. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

However, while this is a renowned fact, it’s important to remember that ‘engaging content’ doesn’t refer to forced sale pitches and generic posts with clickbait headlines.

While every business is unique and will operate under different circumstances, there are multiple strategies that SEO specialists, business owners, and content creators should abide by in order to consistently generate content that works.

If you’re able to get your content right, you create the opportunity for customers to fall in love with your brand while resonating with what you say. This ensures they’re willing to share your content, spread awareness of your business, and ultimately contribute to your success.

Today, we’re going to explore the multiple strategies and content-creation techniques you can implement right now, giving you all the information you need to maximize your success rates.


Frequency & Consistency

Engagement with your customers and followers is of the utmost importance, but before we jump into the types of content you should be creating, it’s vital we consider the frequency and consistency of your uploads.

Most of your content will appear in emails, on social media and on your website (or a mixture of them all), which is why it’s crucial you’re frequently posting. Head onto your own social media profiles any time of day, and you’ll see new content there from the businesses you follow.

“It’s easy to have your content lost in the relentless stream of the internet which is why you need to upload regularly. This, of course, depends on the nature of your business, but several times a week is a good target to aim for on social media but only 2-3 times a month via email according to research. ”, – says Maria Curry, a Content strategist at Bigassignments.


Generating an Emotional Connection

It’s easy for your customers to see your business as a business or corporation, which adds the translucent filter of you being a company that simply exists to take their money. However, through your content, you’ll be able to create an emotional connection with your readers, adding a whole new depth of loyalty and engagement.

For example, if you have a new follower on Twitter, sending them a personalized message to welcome them to your company through a private message is a great way to add a human touch to your profiles and will help to engage them later on. Constant Contact, for instance, put open rate of welcome emails between 50-60%.

In terms of content, it’s great to add behind-the-scenes pieces that show everybody in your company and what they’re doing. Add photos of your team, highlight employees within your business and people will be able to connect with it far greater than just your logo.


Keep Content Relevant

The media and trending topics of the internet are constantly changing, but as a relevant and successful business, it’s up to you to keep up. Signing up to news and trending alerts that are relevant to your industry, – using features like Google Alerts – can be a great way to receive updates about what’s hot in your industry.

You can then create content revolving around this topic which is fresh and engaging to your customers who are interested in the same things.

“If you’re able to post frequently engaging content on relevant and trending topics, you very soon become the authoritative business in your industry, and people will come to you for their news and updates, thus dramatically increasing engagement”, -shares Matt Dillion, a social media manager for Stateofwriting and Boomessays.


Competitions & Contests

People love to get involved when it comes to businesses, but you have to create opportunities for them to do so. Fortunately, one of the best ways to do this is through holding a competition. The possibilities here are endless, and you have creative freedom to do what you want.

For example, you could offer a gift card or discount to a customer who takes a great picture with your product and shares it on Facebook or Instagram. You can then highlight the winner, giving them a shout-out, and this way customers are creating their own content for your business to use.


Invest in Multiple Media Formats

While your business may currently write a lot of blog and social media posts, it’s important to add diversity to what you’re producing. Not only does this keep things interesting, but it also helps to expand your target audience and helps you to reach new people that may not have been interested in your business before.

For example, if you’re currently investing in writing content, try taking photos and creating your own images and infographics. If you have the opportunity, create videos or animations to help drive a visual element to your content strategy.

Smaller businesses may think they can struggle with this, especially when you’re trying to invest in creating all kinds of content. Fortunately, you can invest in tools like Ukwritings and Essayroo to help you create your written content quickly, allowing you more time to focus on image and video formats.


Write to Your Audience

This is perhaps the most important aspect of content creation you’ll want to be thinking about. Regardless of whether you’re using social media or a website to host your content, you need to be regularly looking at your analytics to see what kind of engagement your content is receiving.

If, for example, your social media pages are being read by males between the ages of 18 and 35, you need to be tweaking your future content to engage these demographics further. You can also look into geographical locations, similar interests, and over indicators of who your target audience actually is.

You may have an idea of who your target market is, or who you think they are, but failing to clarify this information and use real results from your existing content will only shun your existing users over time. Be sure to check these statistics frequently and adjust your content strategy to suit their requirements in terms of content topics, language, and format.

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Freddie Tubbs

Content Strategist, Academadvisor