There’s a reason content converts, and that’s value. Creating content that gives your audience what they need is crucial for building customer connections. When brainstorming content offerings, it’s easy to think about what you, as a business, want to create. You may go straight to high-level, complex topics that showcase your expertise and experience. Instead, think about what your audience wants to read. Will they understand the content you’re creating and does it benefit them? How does it add to their experience with your brand and will they want to consume any more of your content if it provides no value to them?
Content should be two-way communication between your brand and audience. Your audience tells you what they want, you create content that benefits their needs, they reward you with engagement and custom. With the content you’re delivering, you can see how your audience is engaging with it. If you’re not getting the interactions you want, you can adapt your content offering to deliver communication that your audience actually wants to see. You can position your brand as a thought leader in the industry by driving traffic to your website through relevant and valuable content that will increase your SEO ranking.
Staying top of mind
One of the biggest challenges content marketers face is standing out. There’s so much noise in the industry and getting your content to stay at the top of your audience’s minds requires unique thinking. Try to find gaps in messaging around a subject your business can add value to. Is there an insight you’ve gained from experience that you can share with your audience? Conducting a competitor content analysis may help you find gaps in industry content that you can fill with your own ideas.
This isn’t to say you need to create never been done before content all the time. This approach is resource-intensive and can take the enjoyment out of content creation. If you want to create content about a well-covered topic, try to find a different angle that you can approach it from, or introduce an idea that others have not already included.
Repurposing existing content
Remember not to neglect your existing content. It can be natural instinct to come up with new ideas and content offerings all the time but your existing content is just as valuable. Identify your top-performing content and repurpose it into another offer. It’s helpful to start with a pillar piece of content and identify the subtopics within it. Can you create a series of videos from an ebook? Can you summarise a topic in an infographic? Publishing a blog post and never revisiting it is a lost opportunity to maximise your content offering.
Remember, your content offering should still be relevant. Don’t use content that hasn’t performed well or isn’t valuable to your audience anymore. There are many ways you can repurpose existing content to help your long-term content strategy. You’ll build trust and authority among your audience and become a thought leader in the sector.
Content offers that add value:
1. Email newsletter
Email newsletters are a great way to get your brand directly in front of your audience. Your content is delivered straight into their inbox and all they have to do is click-through. Tell your audience why they should read your newsletter; what should they expect to consume and how will they benefit. Use enticing copy, punchy subject lines, attractive graphics and engaging videos to make your emails effective.
Your newsletter should have a focus. It’s important to deliver content with a purpose rather than for the sake of it. You could round-up your latest blog posts or videos, showcase new projects and case studies, discuss industry news and trends, promote events and webinars, or provide insight into your company personality.
2. Video marketing
Video is one of the most engaging content offers. It’s dynamic, exciting and keeps your audience’s attention when created effectively. Each video you create should tell a story, not sell. Video isn’t another opportunity for advertising your products and services. Spend time planning your video to map out the story you want to tell from beginning to end. You want to get to the point straight away to avoid viewers clicking off. Give them a reason to stay whether it’s to learn something new, feel inspired or have a laugh.
You can use motion graphics, animation, illustration or talking heads in your videos. Mix up your creative approach but keep your branding and tone of voice consistent. You could use video to educate your audience about a topic, introduce them to your industry experts or show behind the scenes of your company. Post your video content on your website, social media, email and blog posts to maximise your audience reach.
Ebooks break up your expertise into digestible chapters. Ebooks are a downloadable content offering that gives your audience instant access to your value. You could compile a series of relevant blog posts into an ebook to give your audience a comprehensive guide on a topic of their interest. Make your ebook visual, it’s not just about the copy. Break up content using intelligent design and creative graphics to summarise points and draw attention to the most important information.
You could make your ebook interactive to make it even more engaging. Instead of just words and images in your ebook, include links, buttons and other interactive elements. This adds to the experience your audience has with your brand.
Infographics present research, facts, statistics and information in a digestible, visual way. Infographics are a great supporting resource for blog posts, ebooks, videos and any other content type. They summarise key points and deliver content creatively; helping to engage readers and keep their attention.
Infographics are shareable and great for repurposing. Share them on your website, social media and emails to communicate your message consistently and develop a valuable content offering.
5. Social media
Your social posts don’t have to just tell your audience when a new blog post is live. Your social media offer should be unique to the other content you produce. Create videos and tell stories through your posts. Engage in conversations with your audience and the industry. Include enticing calls to action to drive traffic to your website.
Social media is a great platform to get your voice heard and stand out in the industry. Focus on posting consistently and experimenting with the type of content you deliver. You can figure out what your audience interacts the most with and what doesn’t grab their attention. Social media gets your brand in front of people who wouldn’t usually come across your offering so make the most of this opportunity.
These five content offers are just some of the communications you can deliver to your audience to add value and stay top of mind. Remember the importance of delivering consistent content that supports your audience’s needs. You don’t have to create every type of content; choose which your audience engages the most with and focus on the quality of this content. Identify topic areas with unique angles and insights that fill a gap in the noise that already exists. This way, you will be recognised as a thought leader in your industry; engaging audiences with valuable, relevant and exciting content.