Using website content is a key online business strategy to boost traffic and to generate product, company, or service awareness, and to improve a site?s online presence. The effectiveness of written content creation, in particular, will depend upon the right strategy being used ? regardless of whether the business is an online one, or a bricks and mortar type.
Content Types
Text: When addressing a target audience with a direct message, it?s the written word that remains a favourite option. Articles which utilize the language, expressions, terms and words unique to a particular industry, niche or market automatically set the context and tone of the message. With this kind of content, impeccable grammar is of the highest priority, followed closely in importance by the proper structuring of sentences and paragraphs in order to command audience attention and send clear messages.
Images: Photos, diagrams, infographics and computer-generated graphics attract the human eye and help to deliver a message by illustrating an organization?s products, services, concepts and ideas.. Such image content must be high quality in design, composition, colour and clarity.
Videos: The ever popular use of video on the Internet serves a variety of purposes from providing product or procedural demonstrations, to giving a face to either 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, visual way to relay information, data and sometimes complex concepts and messages. Conveniently eliminating the obvious sales pitch, infographics can be utilized to effectively share a company?s story in a creative and entertaining way.
Standard original content can also be leveraged into other forms of content like:
- Microsites ? White papers ? Webinars or webcasts ? Branded content tools ? Research reports ? Traditional media ? Print magazines ? Digital magazines ? Mobile content ? Podcasts ? eBooks ? Print newsletters
Purpose Of Content Creation
Information is the core of content creation ? in regards to what an organizations wants to share with its audience and intended customers. With information sharing, businesses can grow brand awareness, boost customer numbers, develop and maintain positive relationships with current clients. Content can also be leveraged for other objectives, including:
- The engagement of employees via company blogs ? Easy recruiting through organisation web pages which are highly representative of the company?s vision, direction and goals ? Greater business development, especially when such content is shared between businesses (B2B)
Keys To Successful Content Creation
Identify The Audience: To send an appropriate and effective message a business must correctly identify the audience with whom it is delivering the information.
Style Guide: To develop a business? over all brand and ensure the same message is being delivered through each method and channel being utilized, content consistency is critical. To establish consistency in a message, style elements must be decided upon before creation 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 for more relevant information in the future.. Unique content also needs to be insightful so that it provides information that readers will find useful and want to learn more about. In this age of information, content is not just about what the business wants to relay, but rather, what the audience or searchers want or need. As a tool for marketing, content must now convey the value of the business and its services and products to the targeted consumer in a manner that?s informative. Once they appreciate the value of a business, the audience will take the next step ? following a ?call to action? more easily.
Ongoing Development: Just as consumer behaviour undergoes changes, so too do market conditions ? which need to meet new challenges and increased competition. This requires the creation of new content to keep the consumer informed. Those who create this type of content should also undertake continuous learning by researching quality sources of authoritative information to be used in the new content. This self-education results in new approaches and aspects to write about while offering a way to build on previously acquired information, allowing the content creator to enhance their authority and credibility with the audience.
Reusing Content: With imagination, creativity and resourcefulness, old content can have new life breathed into it. Repurposing or reusing content can come in the form of images being converted into slide show presentations, video clips can be arranged as part of a webinar series, and text entries can be incorporated into newsletters and eMagazines.
Ideally, the responsibility of content creation should only be assigned to a team or 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. This understanding will be manifested in the way the material is written, revealing the creator?s comprehension of your services? or products? unique strengths, selling points and current market trends.
While many large organizations provide their clients content creation services through an in house development team, it?s important to remember that aside from adequate service/product knowledge and writing skills, such staff members must also have a solid grasp of best practices regarding SEO (search engine optimization). Perhaps more importantly, they need to be motivated to expend the time that is needed to stay up to date with changing trends in premium content creation.
An growing number of businesses, online and offline, contact me to write unqiue content for them, continuing the growing global trend of outsourcing tasks such as this that require specific expertise.
Whether you have your own content writing staff or you commission a content writing service, it?s critical that they have full comprehension of the special strategies that need to be used in the online business world.
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