Blog

Menu

The Low-Down on Creating Fresh Content

Posted on 01.07.2018, in Content Management, Online Marketing

Whether you are targeting customers with paid ads, organic search, social media and blog posts, email campaigns, or with your website, fresh content is a must. It’s actually the content you present online that will determine how your desired audience responds to your brand.

Your content is also what sets you apart from your competitors, establishes your business as a reliable source of information, and inspires conversions. Here’s the low-down on how to maintain the flow of fresh, relevant content.

Really Know Your Audience

The key to creating fresh content is to know who you are creating that content for in the first place. Dive into the existing customer data to determine who your customers really are and what they expect from your business. Go beyond basic demographics and consider:

  • What existing content is being viewed and shared the most (get this info from your Google Analytics reports)
  • What topics your existing customers are discussing on your social pages or in your blog comments
  • How customers primarily prefer to interact with your business online (e.g., social media, email, website visits)

Offer a Mix of Appealing, Relevant Content

Generally, your content should be a mix of useful tips, short-and-sweet incentives like coupon codes or details of upcoming deals, and content specific to the tone of your business. Searchers today expect relevant, informative useful content, not just a sales pitch. Typically, content that sparks engagement involves:

  • Video: More than half of all searches involve video content. Take advantage of the appeal of video with things like how-to videos, behind-the-scenes tours, or even a video intro for your business and key staff members.
  • Answers to questions/concerns: Use questions you commonly get asked as a basis for topics in your articles or posts. This way searchers will automatically be able to find answers within your content.
  • Solutions to problems: Find out what pain points your customers have (problems they need to be solved). Use your content to explain how your products/services can solve these problems.

Determine How Much Fresh Content You’ll Need

The next step is to determine how much fresh content you’ll need. With your website, you should be fine with occasional updates when it makes sense, as might be the case if you’re announcing seasonal specials. Social media pages and blogs, on the other hand, demand a lot of attention if you want to keep existing followers and subscribers happy while also attracting new ones. For something like an email newsletter, it helps to stick with a specific day of the week or time of the month for distribution so subscribers know when to anticipate getting something new.

Turn to Your Employees, Customers, and Followers for Content

If you’re busy running your business, you may not have time to write amazing blog posts or stay engaged with your social followers. Solve this problem by asking your employees to contribute posts and articles. Set up some ground rules for any content published so the messages presented are in line with your brand’s image and you should be all set. Also, consider these other potential sources of fresh content:

  • Contests: Offer small rewards such as bragging rights or purchase discounts for things like best summer vacation photos or videos showing creative uses for your products. Not only will you be keeping your followers interested, you’ll also be getting fresh content.
  • Guest bloggers: Reach out to your blog subscribers for fresh content. Pay attention to ones who are especially active with comments and ask them if they would like to contribute full articles/posts.
  • Encourage reviews/testimonials: Not all fresh content has to come in the form of carefully polished articles or well-crafted website text. Encourage your customers to give reviews or submit testimonials. This type of content can be equally beneficial for your business.

Fresh, relevant content is essential for any business, but it’s just one part of a comprehensive online marketing strategy. The team at Create Web Studios is here to help you produce and distribute content likely to appeal to your intended audience. When you create fresh content you can use it on your website, social media channels, in email newsletters or even drip campaigns. Fresh content feeds your business. If you need help with this, call us and we can have a chat.

We’re also at your service if you need some help updating your website’s design or fine-tuning your social media strategy or SEO techniques. Contact us today to see more return from your digital marketing investments.