5 Habits You Need to be Successful in Content Creation
April 5, 2019
The content you share tells the story of your brand. More than this, it’s what gets you noticed by new consumers and by search engines like Google. Content can be used to plant search keywords, launch a new product, share a promotion, tell a story, or engage with customers. The words you share with your site users make a big impact on the success of your business.
Creating good copy hasn’t always been an important part of marketing. In fact, it’s only over the last decade that search engines and social media has begun to really crack down on spam and poor-quality writing. Before that, any content was good content because it made a website appear active and productive. Now, consumers and search engines know better, monitoring content closely before deeming it worthy of consumption.
So, what can you do to be successful with the copy you write? Here are 5 habits every content writer should master.
1. Consistency in Writing: Not only in quality, but quantity of writing, consistency is important in brand management. As you build an audience of regular followers, they come to notice patterns and build expectations on when they’ll see new content appear. This goes for video content as well as written content.
A great habit to employ is writing on a schedule to keep content fresh and flowing. Google looks at websites for recent activity, and those with content that is consistently fresh are rewarded with higher ranks. This is because Google is all about modernity and keeping News new. Some writers use a traditional wall calendar to mark the dates for writing, editing, and publishing, while others download an app to manage this.
2. Make Content Your Own: Too often businesses lose track of their voices by trying to look like popular websites in their niche. Being original is far more attractive to consumers than seeing the same content over and over again. Take steps to ensure that your brand is being represented in everything you post.
A great way to build this individuality in your work is by crafting documents and videos which are specific to your office. “A day in the life of” videos or “interview with an IT firm: everything you wanted to know but were too afraid to ask”, are some ideas to consider. These personalize the content you post. Even if another company users a similar title, their content will be so different from yours because the experience and engagement will differ.
3. Research Your Customers: Not in a creepy way! Just get to know what they like by running analytics reports on things like content most viewed, pictures most shared, videos most liked. And, manually sorting through comments they leave to find clues about what they like.
Demographics also play a key role in the successful landing of content. Setting up a poll to collect data on your customers in a fun way is useful to your research and creation process. Create a promotion where users can win a prize by random draw; to enter, they would just finish the poll and type “done” in the comment field. This engages customers two-fold and gives you only as much information as they’re willing to share. It’s beneficial for everyone.
4. Offer Relevant Advice: Any website can go on about the process of chocolate making, random facts about construction, or statistics on the real estate market. To win over consumers and build brand loyalty, you’ve got to give them more. Readers want to see more than just generic information on your website or blog. They want to see information specific to them. A book store, for example, rather than posting about the importance of not dog-earing book pages, could post a video demonstration on how to make a bookmark at home.
How to and demonstration articles are popular in this area of content creation. Whether you use text or video, be sure to include plenty of visuals. Photos go a long way to help a piece of content along and show consumers exactly what you’re talking about each step of the way.
5. Always Include Thoughtful Headlines: Nobody wants to sit and pour over a 5-7-minute read only to discover it’s irrelevant to them halfway through. To avoid this problem, content creators tell their readers exactly what’s inside by way of title. The headline you use tells readers what they’re about to see. Of course, it can’t include every detail, but it gives a basic idea. For example, an article explaining how to put together a bookshelf shouldn’t be titled, “Building Bookshelves is Difficult”. Instead, try something like, “Put Together Your Bookshelf in 20-minutes With This Walkthrough”. The title explained how long the process would take, what the reader is putting together, and what kind of article it was.
The more a reader knows before diving into an article, the longer you’ll retain their attention. Readers who are tricked to look at something only to find it’s the wrong information aren’t just likely to exit early; they may never come back to your site for fear of further deception.
Writing content doesn’t need to be as complicated as it seems. Use the knowledge of your industry to create well-constructed copy that engages your reader and brings them back a second and third time. Remember to reply to comments and shares when readers enjoy a piece, and keep up with timelines and schedules.