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The perennial question most SME owners will have, or you’re asking yourself right now, is how to create consistent content? Unfortunately, that’s only part of the equation. This simple question has to be expanded, such that you’re clear how you will create content not just consistently, but that is also informative, engaging and provides your audience with value.
In addition to creating this consistent and informative material, you’ve to maintain your business and, if you’re not a writer or not too happy putting the proverbial digital pen to paper, to create engaging digital content, this task can appear even more daunting. We’re willing to bet that you’re not one of the lucky ones for whom writing comes easy. If this sounds familiar, read on, we’ve some tips n tricks that will help.
Quality is Vital for Digital Content
Let’s be clear from the outset, while the frequency of publication is essential – Google et al. are always seeking new content and it’s one of the elements of their search algorithms – quality outweighs frequency, hands-down. There’s little to no point churning out several poor-quality articles a week or month, to maintain a regular rate of publication. From the start, set the expectation with your audience, your team and yourself, to produce excellent content, that adds value to your audience.
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11 Top Tips:
- Ensure you’re clear on your business’s short and long-term goals, the tactical and strategic objectives.
- Ensure you’re clear on:
- your audience
- their pain points
- how your product or service solves their challenge
- Prepare your talking points for the month ahead. These must align with either your tactical or strategic goals; and critically, the content must provide value to your audience. People go online to either research or pay for the solution to their query.
- Write your thoughts down rather than trying to keep them in your head; it will never get done otherwise! Use Word, a spreadsheet or an editorial calendar (e.g. FlypChart:) to capture your ideas.
- Draft your target headlines. A free and useful heading analysis tool is the emotional marketing value heading analyser. This will help you create engaging headers and, in the long run, if your perfect several at the same time, is a great time saver.
- Identify other activities that will be needed, for example:
- drafting introductions
- completing keyword research
- locating images
- identifying emerging trends
- Set aside a time slot, either each day or each week, that’s allocated for creating your content. Switch off the inevitable distractions and focus on creating the content. It needn’t all be text; it could just as simply be pictures or audio. The aim, the material needs to resonate with your audience. If your business lends itself to images, use photos and videos rather than text.
- Identify meaningful goals and related metrics. It’s far easier and more motivating if you’re able to track the outcome of the activity. Parameters to consider are increased engagement, shares, email-subscribers, traffic and leads. Remember, the content should align with and support your business’s goals, both short and long-term.
- “Writer’s block” – at some point, you’ll encounter the dreaded “writer’s block”. When you do, try to work through it, but if, or when, that itself proves to be a problem, walk away, do something else. Recognise that it’s ok to completely change your focus and come back to it a little later, this is an effective strategy. Just remember, you will need to get back to do the job!
- If you’re stuck for ideas, look at Google Trends. This shows what’s trending in the market and can be narrowed down at the geographic level if needed.
- Review previous content and determine what can be curated to provide a solution to the present problem. Not only is it saving you money, it’s also a time saver.
If it’s Too Much 
If all this is too much and you know, despite all your best intentions, that you’re not really going to do this, don’t beat yourself up. Far better to recognise this early on and take the appropriate steps – if you’re a small business, this will typically be by engaging an external party and if you’re a medium-sized firm, hiring in or expanding your digital marketing team or working with an online marketing agency. One word of caution, while you can readily outsource the creation of content, you are the expert. It’s your knowledge that’s central to your business. A by-product of creating quality material is to establish or reinforce you as an authority in your market with your target audience. Thinking that you can delegate the creation of quality, value-adding content to someone who does not have your level of expertise is doing your audience and your business a disservice.
Whether your business is London or the Home Counties based, the team at DMS work with many local businesses like yours. We’re data-driven and strive to deliver digital marketing solutions that have a strong ROI for your business.
Get in touch today. Visit us at https://www.digitalmarketingsurrey.co.uk/contact-us or email: info@digitalmarketingsurrey.co.uk
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