But why, you ask. That’s why you’re still here, which goes to show there is more to content than the fact it simply exists. So let’s start from the beginning.
Is Content King?
It’s a question that’s been on the virtual lips of the internet for years. And once upon a time, the phrase ‘Content is King’, might have been heralded with absolute truth. But with the growing number of internet websites and the rise of content marketing, content itself has been overshadowed by the issue of distribution.
That is not to say that high-quality content isn’t relevant. Content might not necessarily be king, but it still ranks highly in the monarchy. Analytics blog, Kissmetrics has taken a look at how audiences respond to content, and discovered that long-form content (in-depth pieces, averaging about 1000-2000 words) results in more visibility for your brand, while establishing you as a credible authority in your area of expertise.
Sounds good so far. CoSchedule’s findings also yielded similar results, in that longer form content ranked higher on Google searches in general; perhaps because Google uses content length as one of several indications of quality.
When you boil it down however, it comes down to purpose. When people search for and read content, they are looking for something that is relevant and helpful. Good content is informative, can be read more than once, provides insights to the topic at hand and most importantly, generates discussion. In a word, the content you should be looking to create should act as a resource for your audience.
This is why most blog readers and audiences share long form content. They are looking for detailed information to assist them with specific issues, whether that’s learning how to best utilise social media tools, or giving advice on how to handle your financial situation. If your content is good, it’s the sort of thing that people will be willing to share and revisit in the future.
So how can you make sure your content is good content?
Know who you are writing for
It perhaps seems blatantly obvious, but often people overlook the fact they are writing for an audience. It is easy to get ahead of yourself when you come across an interesting topic, but you can sometimes forget about the people you’re meant to be writing for.
That being said…
Be Careful About Topic Selection
Don’t write something because you feel like you need to fill up empty space or your content schedule. Write for a particular purpose. Think about what your audience needs, look at keywords and searches. See what’s grabbing their attention, and keep an eye on what they’re sharing and posting on social media. Remember too, that there is nothing wrong with taking your previous content and making reference to it (if relevant) in your new content.
Keep in mind there are different kinds of content
Videos, images, infographics, text – these are all forms of content. We’ve advocated the use of long form content in general, however you can use graphs or images to support your long-form content. Depending on your chosen platform, it might be appropriate to simply use an infographic or photo in order to help spread content or ideas.
Some believe that design is actually king. Socialtriggers points out that in order to get people to read your content, you have to get their attention first. And visuals are great tools to help draw the eye. But though it may be design that first piques a reader’s interest, it is the content that keeps them there.
But there’s no point creating something that will only be seen once and never thought of again. The goal is not only to create good content, but to ensure that it has a wide reach as well. It is important to have a promotion strategy in place to make sure that what you create is seen. This is where your engagement as a brand comes into play. Social media requires social interaction, and you should be aware of how your brand is engaging with customers and the ways you can improve that level of engagement.
In short, successful distribution of your content relies on building relationships with your customers, and keeping them engaged is dependent on producing interesting content. Once you have fulfilled these two key points, the next step is creating a social media strategy.