If you want to boost the quality of content on your website, I’ve always found that it’s the little things that make content go from good to great. In my role as Content Marketing Manager, my job is to create content that ‘earns our way in’ to the hearts and minds of readers. With content marketing, the strategy is always to build an audience and give your reader useful information that helps them solve a problem.
Hang on, what is content marketing?
Why earning your way in is smarter than going for the pitch
Engaging, educational content always wins. By using the the right combination of words, tone and language you can reach customers and prospects. And it’s possible to do this without going for the obvious ‘pitch’ as soon as you have their attention.
Get some insight by doing keyword research
Six ways to create great content
- Make sure it’s something people wantSay something useful. Do your research and make your content the solution to their problem. When I create content, I always try to answer the real need at hand. What does this person want? What is fluff and just unnecessary jargon?
- Make it personal and be conversational and friendlyKeep your readers interested by including the word “you”. Doing this has been known to make content more memorable to readers. Write the way you would speak to a friend and avoid using words that are stiff and formal. Making things sound more complicated than they are will only alienate your readers.
- Create “evergreen” contentThis means your content has less chance of being outdated quickly. With evergreen content you won’t get immediate results but you will gain trust, respect and authority in the long game. Be patient and stay the course because great content doesn’t date – it’s timeless.
- Make sure your content is easy to readNever underestimate the power of plain English. If your content doesn’t score 60 or above in a Flesch reading ease test, then tweak it until it does. For example, I could write: “Business owners can drive real time-based productivity from cloud-based software when they effectively utilise the benefits given to them by new online applications.” or I could rewrite it like this: “If you’re a business owner you could save yourself time by moving to online software.”
- Get to the point quicklyNo one wants to wade through wordy content trying to understand what the main message is. Content that’s just fluff wastes your readers’ precious time, so make every word count.
- Tell a storyProduce something that’s authentic. Readers want valuable, educational and engaging information – not advertising pitches. People appreciate entertaining content that doesn’t blast messaging. Think of the last time you had a TV ad in your ears – did you mute it? If you did, the same theory applies to content.