We’re constantly being told that our content needs to be truly compelling if it’s going to get the results we need. The web is packed with best practice examples, insider tips and how to guides on the subject of creating content, but how do you know where to start? Here are our top four tips for finding inspiration for your content which will truly compel your readers to take action.
Use the data you already have
Analysing your website is a great starting point, and not too difficult to do either. See what search terms led readers to your site, and which pages they looked at when they arrived. Put on your Poirot hat and see what you can deduce about your audience from the information you have about them.
Make the most of the knowledge you have in house
If you’ve got experts in the business who are willing to write, great. Unfortunately you’ll probably find it’s not high on their list of priorities, so let’s be a bit more creative here. Spend 20 minutes or so quizzing them about their job, what they’re working on and what’s going on in the industry in general. You’ll be amazed by the amount of ideas you turn up.
Pinch ideas from the competition, but do it better than they do
Read other peoples blogs. Check social media feeds for updates. Figure out who’s getting the lion’s share of the traffic and why. It’s not a crime to write a similar blog post to something you’ve read from a competitor; just make sure yours is better written, more insightful and thoroughly engaging from start to finish.
Share knowledge, not products
Your early stage buyers are your target market for your blogs and whitepapers, and if all you’re doing is ramming home the features and benefits of what you sell, they’ll soon get bored and go elsewhere. Share your knowledge, make it easier for them to do their job and you’ll be a trusted supplier when they are ready to buy.
Creating compelling content is all about writing relevant, useful stuff that people love to read and share. Sure, it’s easier said than done, but with a bit of perseverance and some creative thinking, you can polish your content to get the best results every time.
For more support and insight into making it in digital marketing, talk to our experts today on 01246 252855!