Friday Catch-Up: Pieces of Actionable Advice for Creating Content

In January, marketers, content strategists, and bloggers finalize their content plans for the upcoming year. In this catch-up, we decided to give you helpful suggestions for professionals who work with texts, infographics, and video.

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What Content Strategies to Try

A content strategy includes planning, development, and management of content in written and digital media. Think about the mission you will play with the audience and select one of the three content strategies:

  1. 1. Engagement.

Create content, market it, measure KPIs, and increase your influence on social media. Also, gather emails to build a database and then reach your subscribers. Usually, this is a one-way relationship when you message an anonymous client.

  1. 2. Nurture.

Prepare content, put it behind a registration wall, classify and send a link to content, place a cookie on their PC, determine their needs and monitor activities to build stronger relationships. This looks like fishing with content.

  1. 3. Private virtual communities.

Identify community’s mission, create content to empower them, house the content, invite users to participate and monitor their performance. This is the holistic content strategy which helps you build two-way relationships with your key audience.

What Content Creation Mistakes to Avoid

There are many mistakes that even experienced content marketers and copywriters make. We selected the worst of them. Keep the following in mind and create better content:

  1. 1. Not knowing your audience.

Know who they are, what they think about, what their goals are, what pain points they have. The more detailed portrait of your audience you have, the better you will be able to target your messages.

  1. 2. Not defining your strategy.

Without a style guide and brief, you are likely to confuse your readers and fail to complete your editorial plan. So, spend some time writing down the rules and recommendations you follow while working on new content pieces.

  1. 3. Not understanding what content exists in your organization.

Doing an inventory from time to time is a good idea. Keep in mind the covered topics, effective formats, popular writers, outdated posts, etc.

  1. 4. Falling into the trap of more.

Produce content that drives value instead of trying to write as many posts as you can.

  1. 5. Producing content on an island.

Team up with other departments. For instance, the SEO team will help you select proper keywords to grow traffic, sales department will advise you how to sell your message more efficiently, and the top managers will explain what gaps to fill.

  1. 6. Failing to tie your content to ROI.

To understand the true engagement, define your metrics clearly and compare the values over time.

How to Choose What to Write About

You should consider the needs of your customers and prepare a list of content ideas useful for them. If you procrastinate, think about writing, creating infographics, or making a video on one of the ideas below:

  • • What subjects are popular on your blog?
  • • What is new and trendy in your field?
  • • What people are looking at in search engines?
  • • What questions do your clients ask?
  • • What your competitors are featuring?
  • • What your employees are worried about?

How to Ensure Effective Video Storytelling

The video becomes the most well-consumed type of content. You can increase traffic up to 55% by embedding videos on your website, so marketers should pay closer attention to how to make their video content rocks:

  1. 1. Know your story.

To get started, write a summary, do research, ask and answer “Who?”, “What?”, “When?”, “How?”, and “Why?” questions. And formulate your point of view.

  1. 2. Plan your shoot.

Planning is everything, so pre-visualize, use a shoot list, ensure that this is realistic, and focus on telling the story.

  1. 3. Record qualitative audio.

Having a narrative spine helps you reach a wider audience, so ensure that the audio is easy to understand and to the point.

  1. 4. Do interviews professionally.

Record room tone, use two cameras, and set the scene considering the light. Chit chat first to get ready for a big talk. Silence is fine, so don’t interrupt and wait patiently if your interlocutor needs some time to come up with an answer.

What Are Top Content Marketing Best Practices

Follow these rules to improve your writing quality:

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