CWS hosted a ‘how to’ seminar on content marketing with topics ranging from the content basics, creation, and applications, to more in-depth discussions revolving around strategy and analytic tools. In case you missed it, we put together a roundup of the top three takeaways because, hey, we get it, you’re busy.
In one sentence, content creation can be defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract customers.
With that in mind, here are your next steps for stellar content creation.
Key Takeaway #1: How to Get Started with a Content Strategy
The first thing you should do with a content strategy is to write a few things down. Good content is strategic afterall. It can only be written once you have a good understanding of the following:
Goals: These aren’t necessarily content specific (ie. a set number of blog views per month), but rather your business goals. Every piece of content should support your business goals.
Persona: A persona is simply a fancy way to say your ideal customer. If you could have just one person approach your business or product, what would they look like? If you’re stuck, we have a great Personal Builder Toolkit available for download. These are the people to whom you will be writing.
Unique Selling Proposition (USP): Write down what differentiates you from your competitors. We also have a USP guide that helps dig down into your true USP(s). These are what you will be writing about.
Key Takeaway #2: Content Creation Tips
With your goals, ideal persona, and USP in mind, your next steps are to apply it to your content and make it readable. Writing easy-to-digest content can be broken down into two categories: headlines and layouts.
Headlines: Keep headlines interesting and clickable by directly answering your persona’s questions. ‘How to’ headlines are always a great way to frame your subject. It not only introduces your topic, but the reader immediately knows they’re going to be given a solution. Other tips for clickable titles are: include numbers
PRO Tip: odd numbers work best, steps in a process, or enticing words like FREE.
‘Bloggy Style’ Content Layout: You have about 8 seconds to capture the attention of your reader, so it helps to make your content scannable. Introduce your topic and keywords within the first paragraph and keep the rest of your paragraphs short and concise. Other tips shared were the importance of images, bullet points, examples, and calls-to-action.
Key Takeaway #3: How to Get Started with a Content Strategy
The most important thing you can do with a content strategy is be consistent with your plan. Make sure all of your content across every piece of media reflects your strategy. Have a clear focus on who will write what, where the content will be placed, how often you’re going to produce content, and what next step you want your reader to take.
From there, it’s important you analyze the success of your content with data (we love Google analytics and our Hubspot tools) and appropriately make changes based on that data.
Having a consistent strategy for your content creation will make a world of difference in your marketing efforts and overall business goals.