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February 21, 2018

If you want to a leg up with your SEO, you need to be investing in good quality unique content. Many businesses are investing time and cash into creating the best and unique content that will win over audiences. As a SME you may not have all of the skills to manage your content strategy. If you’re selecting someone to help with your content creation, make sure they take the time to understand your business, your audiences, your products and the competitor space, or you’ll likely be getting content, for contents sake.



With audiences being so dispersed across a range of media, grabbing the attention of your audience is more tricky than it once was. Great unique content, in its many guises and variations (video, images, graphics, words, podcasts, templates, tools and tips) is vital to grow a good following that will engage with and share that content, and drive traffic to your site (pushing you further up the rankings too).

Ten steps to help you on your way:


1. Planning

All of your marketing activity should start with planning and identifying what it is you hope to achieve and how you will measure this. You need a content strategy. Who is your target audience and what do they want to hear from you? What will that content look like? What makes good shareable content? Where will you publish it? Which channels will you choose? What do you have budget for? What is trending and do you have something unique to contribute?  


2. Identify what you are trying to achieve

You need a goal to work towards and a way in which to track whether you have achieved that or not. So that can include things such as increasing followers to conversions to sales. Also think about whether you are going to spend money on promoting those posts and put a budget aside to do this.


3. Keywords

Remember to consider your keywords or search terms. There are many things to consider when you are creating your content but one of the most important is the key search terms that people may be using when they are carrying out their online search for the product or service that your business delivers. You should write a list of these key search terms, and ensure that when you are building the written content for your website or blog, that you include these terms within your copy. It is preferable to build your site this way, rather than launch a site and have to go back retrospectively. Some website builders now can assess your key words and their associations, so you can ensure that you are on the right track. Aim for keywords to appear every 200 words or so.


4. Perception

You want to ensure that your copy or content emulates whatever it is that you want your brand perception to be. So for example, if you have defined your brand as being unique or delivering certain benefits to people buying into it, then your content needs to represent this theme. This is where your words, your look and feel need to fall into line and a style guide and brand guidelines will serve you well. Ask someone to spell check and review what you have written. It’s all about perception and it’s imperative that you get this right.


5. Tone of voice

This relates to the audience that you are creating your content for. The way in which you create copy for an audience who may already have a lot of experience of your product or service; a sophisticated audience; compared to someone who has little experience of your product or service. The same is true for your choice of imagery or even the video content that you create.


6. Know your customer

You may be reading this thinking that it is the most obvious statement and we do reference this a lot, because it is vital to the success of your marketing strategies. Yet it is surprising how many people miss this entirely and don’t seem to give their customer a thought. Identify which customers or segments you have on the different social media channels and what sort of content they will respond best to, so that you get the best out of what you are creating.


7. Maintain consistency

What you are aiming for is a consistent style to your content. This includes whether you are creating content for blogs, posts, images, artwork, graphics or video. It is an idea to identify some brand and style guidelines so that once your company grows and people start to take over the tasks of content creation from you, they are able to produce content that meets these guidelines. If you need someone to write for you, then a style guide will help to ensure that it is written in the same manner, as if it has come from one author. If you have already documented your tone of voice and style guide, other people should be able to replicate copy in your brand style and preserve consistency.


8. Frequency

Understand what level of frequency is ideal for your audience. If you are posting too much content, that is filling up your followers timeline, or clogging up their mailbox, you may quickly run into unfollows or unsubscribes. Make sure you gauge what will be right for your audiences, the channel you are pushing the content through. Set up your own content calendars to help you plan in what you will be publishing on a regular basis.


9. Testing and analysis

Always carry out A/B testing on your content. That way you can see what works best, which pieces of content your audience responded well to, which email had a better open and click through / conversion rate. The beauty of digital marketing is that there is much more data available to analyse and track success of marketing activity.


10. How are you going to publish?

There are many publishing platforms available, most of them offering a free basic service, for posting content. This will save you a lot of time, rather than posting on each social media channel individually. Remember that different social media platforms have different image/post size requirements. Again, there are online graphic design tools which will enable you design your content to fit the different template sizes. Some of these online tools also enable you to resize your content to fit to various social platforms within seconds. Take a look at the content examples that we have created for clients and the results we achieved.



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