by Angela Kambarian
Founder, Essential Communications
As you may already know, content creation has become one of the most essential aspects of a marketing and Public Relations strategy. Sadly, very few business professionals are capable of developing riveting content that educates, informs and inspires their readers. Why? It could be due to a lack of time, expertise or creative ideas, among other things. Most folks are fully focused on what they do best, with very little energy left for writing, marketing or PR activities.
So what does it take to become a savvy content creator? What is the best way to establish yourself as an industry leader in your field and take your competition by storm?
In a nutshell, content creators produce a wide variety of entertaining or educational materials that bring value to their new and existing clients. This content can take many different forms including (but not limited to) infographics, images, blog posts, videos, ebooks, etc.
Whether you choose to develop content on your own or hire a content marketing team, there are some tried-and-true methods that can help you engage your audience and dramatically improve your reputation. While miracles do not happen and your skills may not improve overnight, the sooner you embrace the right habits and techniques listed below, the sooner you will be on your way to becoming a high-quality content creator.
- Try to devote some time to writing on a regular basis
If you don’t use it, you lose it. Simple as that. Therefore, I suggest you get in the habit of writing – every day or every other day. Of course I am not talking about a highly-detailed and polished 2000-word essay on an industry-specific topic. I am talking about setting aside about 10-20 minutes just to jot down some of your thoughts and ideas. Doing so should help you work through ideas that might be cluttered in your head and potentially identify nuggets that could transform into successful strategies. Without a doubt, it’s worth the effort.
2. Identify your own voice
Are you the only one providing advice, writing articles and sharing your insights? Obviously not. Your job is to figure out how to stand out from the crowd and get noticed. Diversifying into a new content medium, promoting your content on different channels and gaining trust are just some of the things you can do to set yourself apart. How are you and your organization different from others? What can you incorporate into your story that nobody else can? How would you define your personal voice? Here is what I want you to know: Readers click on your content for the information, but they come back for the personality.
3. Pay attention to your key performance indicators (KPIs)
Here is the deal: Just because you publish content online doesn’t mean you will get all the traffic your story deserves. To get your content discovered, you need to focus in on a key performance indicator and optimize your content for it. KPI is a metric you have chosen to measure how well your content is doing against your expectations. Please note that KPIs include social media traffic, direct traffic to your website, the number of visitors who use search engines, or the number of people who submit their contact information in exchange for your articles (a form of lead generation).
4. Offer solutions, not just commentary
For successful content creators, expertise isn’t everything. If you want your readers to remember your content, don’t just recite the things you know – explain why they are important and what your audience can take away from it. They are not interested in just hearing you talk. Your job is to help them solve a problem and put your market observations into terms they can understand and learn from.
5. Play devil’s advocate
As a savvy content creator, you should get in the habit of questioning the status quo. Taking the contrarian view of a piece of content can be difficult at first, but if you start to question why the author thinks this way and what happened in the industry that triggered this point of view, you will begin to think more critically about the content you are consuming. By the way, critical thinkers usually make great content creators!
If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.