"Content creation is so easy!" as most people would say. If you can write, draw, paint, doodle, and take photos or videos, you can create content, right? It is as simple as that.
But in today's hyper-digitalized world, where everything is either on a website, seen on social media, or bought from an app, you need more than just basic skills in content creation. You need to develop and use formal content creation processes, methods, and structures.
Content creation is the contribution or submission of information to a particular medium of expression. In the digital context, it is the development of material that can be used for digital media, usually for a clearly defined objective and target audience. Digital media can include websites, blogs, social media posts, e-commerce material, videos, photos, and any other output that can inform or educate the receiver.
Growth Jockey, a leader in the digital and social media marketing space, believes that content creation is a very important "inbound marketing" tool for companies. Most customers search for and buy a particular brand to address a pain point. In earlier days, this "search and choose" process, and gauging a brand's worth and reputation in the market, was conducted through offline means (going to a store, speaking to friends or family members, reading an advertisement, etc.)
Today this entire process has become digital. Customers now buy online, consume content digitally, and watch movies on a digital device. Therefore, it has become mandatory for companies to have an online presence and market their products or services to customers digitally. For this, it must ensure it has a solid and reliable "online brand reputation", an area in which Growth Jockey has done a lot of work.
But there is not enough scope for customers to see/feel/touch a brand online to decide if it is worthy of their investment. Therefore, companies (brands) have to create engaging content to attract customers, educate them, engage them, and convince them to buy the brand.
Content is the single most important determining factor for a consumer to choose a brand online. The most effective content strategy helps a customer go through the entire purchase journey with a particular brand without any problems or issues and makes sure that the customer goes from being a "searcher" to a "loyal customer".
So how do we generate engaging content? How can we track the latest trends in content generation and develop ideas for content that will engage our customers consistently?
Effective content creation does not happen overnight. It does involve trial and error before you get the tone, flow, and process right. Efficient content creation is a dynamic process involving constant idea generation, content testing, and validation for all stages of the customer journey.
Growth Jockey has worked in the content creation area for a long time and has developed considerable expertise in identifying the latest content ideas and in developing an effective content strategy. The top five tips are presented below:
1. Plan your content strategy carefully :
All content is an asset for your company, and the process of content creation cannot be a haphazard journey.
You must decide things like the quantity of content, frequency, channels of distribution, and other elements beforehand.
2. Spend time on idea generation and development :
The content that you develop and produce must be relevant to your brand.
It must also be useful and compelling for your target audience.
Therefore, you must spend enough time tracking the latest content developments in your business, map keywords relevant to your company or business, and get inspired to come up with truly engaging content.
3. Develop a content editorial calendar :
Content, to be effective, has to be organized.
You can generate engaging content only if you know exactly when and where you will publish that content.
An editorial calendar is a clear route to content being served at the right time to the right audience at the right frequency on the right platforms.
4. Create and edit the content :
Content needs research and drafting.
Collect as much information as you can about the topic to be published
Once the information has been collected, it needs to be edited so that it fits the brand/company guidelines and is also sufficiently SEO-friendly to figure in search rankings.
Editing can be of various types – development editing (reviewing the entire content material), line editing (to optimize parts of the content), and copy editing (removing errors and mistakes from the content)
5. Publish and promote the content :
An automated content management system helps you ensure your content is reaching the audience at the right time.
Once the content is live, it should be promoted through all the channels at your disposal – the company website, social media, emailers, influencers, and even paid promotions if required.
Growth Jockey believes that these tips for content creation will help you kickstart your content framework and help develop an effective content strategy. Of course, there could be more steps and processes depending on your company's specific industry, target audience, or brand requirements.
Content is the real deciding factor for a successful digital/online interface. Content gives information, and customers visit a website or social media for precisely this information – information that helps them make a decision for or against a brand in their consideration.
The effort to generate engaging content is not a one-time activity. It is a dynamic process that must be optimized constantly. Well-thought-out, strategic content can be super helpful. Companies are able to make long-standing relationships with their customers, which helps build better brand equity. A well-developed content strategy that combines strong imagery and compelling content will considerably enhance the experience of the audience with the brand.
At Growth Jockey, we are committed to delivering personalised solutions that effectively address the unique challenges faced by our clients across diverse industries. Whether you run a small-scale enterprise or a large corporation, we help you harness the power of social media to drive your brand's growth.
Get in touch with us today to boost your social media presence !