Everyone loves to talk about how great content is what makes or breaks your website. In fact, not only will this make or break your website, but this can also increase or decrease your results on social media. So what are my tips to create great content ?
- Simplify, simplify, simplify
We live in the age of short attention spans. It doesn’t make sense to bombard your target customers with pages and pages of information when they will only probably read the first couple of lines. In short, this means getting to the point quickly, finding out what the critical aspects of your message are, and repeating that message over and over again in the simplest possible way. The best way to do this is to analyse your current content with the Feynmann technique (https://www.youtube.com/watch?v=_f-qkGJBPts). Once you have done this, you will know exactly what your message is and every single bit of content you put out needs to be entirely focused on the core principles you’ve uncovered This will allow you to increase the focus of your message and stop you from going off track when creating content.
- Be relevant
Put yourself in the shoes of your target market and try to understand the type of content that they are looking for. Here at Do It Better Coworking, as we target startups and freelancer, I felt it was appropriate to cover topics that these potential customers may be interested in : business plan, funding, legal structures, and process management. A great way to gain exposure is to create a blog where you regularly post this type of content. I will go in more detail in the next section to let you know why a blog is key. The important thing here is to find out : what type of content are my target customers going to be willling to consume and is something that can legitimately add value to what they already do in their day to day lives.
- Brand everything
What great marketing content is, is the repeated use of brand equity (the logo, the colors, and the phrases which define your company) over and over and over in a variety of different contexts that are relatable to your target market. The goal of Coca Cola’s marketers is for them to be able to have their potential customers think of their brand as soon as they see the color red or the trademark font. And this is only done through the very long and tedious process of repetition. But it’s not only about repetition. If Coca Cola only spent their time working on their Santa Claus ads, you would begin to only associate them with Santa Claus. This is ok, but this cannot be all your target customers think about when they see your brand equity. The important aspect is to create a much more full-fledged identity for the brand, which is why you require a variety of different ads to increase the depth of what your target market thinks about your brand. In short, be creative with your content, but always make sure to use your brand equity effectively.
One of the biggest issues that I’ve found working on digital marketing is just how much the content can vary from one post to another. In order to simplify your life and to simplify things for your target market, I heavily recommend sticking to a particular template for particular types of posts. For example, here at Do It Better Coworking, I regularly post stats and productivity tips. However, the template for them is the same and the only variety in the post is the color showing off the type of post that it is. By doing this, as soon as a target customer reaches this post, if it repeated enough times, they will automatically know that this is a Do It Better post. I have done the same thing for my blog posts with a focus on making it easier to read and to make it more accessible to someone which may not have a large amount of time on their hands. Once again, through this process we are creating brand equity and our target customers will remember our brand, our logo, and the colors that are associated with our brand. The main difference between the variety previously mentioned and the standardized posts is that the standardized posts are used to build brand equity by repeating logos and colors in a familiar format, whereas the more creative posts use this brand equity to increase the depth of the identity of the company.
- Do some basic SEO
If you want to get to the top of the search results, it is imperative that you do a bit of research in SEO and the most important things to look what when optimizing your website for it. One of the key things to look at is to regularly update the content on your website. However, in most cases, your product offering isn’t going to change from week to week. So how do you do this ? An easy way to do it is to setup a blog. By doing this, you are effectively creating new content for your website, and by linking to it you are increasing its ranking on Google. Additionally, another way to boost this ranking is to promote your website on local sources content such as blogs by inserting comments on these pages with links to your website. However, always be sure that the content you are linking from is relevant to what you do. This is how Google learns how information is related, so there is no point in posting links back to your website on a page about skiing which may hurt your ranking instead of improving it. The goal of all of this, in the end, is to create a very strong connection between what your target market is interested in (the key word searches used for the type of product that you offer) with the content that you provide on your website.
- Use the appropriate channels and leverage networks
Put yourself in the shoes of your target customer and find out what channels they are most likely to use. Is it Facebook, Instagram, LinkedIn, or something else entirely ? Regardless of the platform they use the most, in all of them you will be able to find small communities and groups which are interested in your product. The most important thing here is to find out how you can create effective content for them as a means to add value for them without seeming instrusive in your marketing. Once again, an idea would be to share a blog post on a topic they might be particularly interested in. Essentially, you are just trying to find a way to give them something that they value for free, and since your content is related back to your website, it is free marketing for you in return.
I hope this blog has helped you in some way or another. As always, if you are a freelancer or a startup looking for a workspace in the center of Lausanne, do feel free to drop by for a visit at the Place de la Riponne !