Content Creation – Overcoming the Block

Content creation is hard work, but it is vital to search engine optimization, reaching customers, and building trust. Many businesses start out strong but quickly realize that producing top-quality content on a regular basis is an arduous task – especially without a firm content creation strategy in place.

Developing and sticking to a content creation strategy is essential to making sure that your hard work is reaching the right people, producing the results you want, and staying on message. When thinking through a content creation strategy, here are four basic elements to include:

1. Target Audience

The first step in creating your content strategy should be to determine your target audience. Here are some tips to pinpointing your target audience:

• Your business solves a problem – Find the people who suffer from the problem that you solve. This should be the first step in identifying your target audience. If you can offer relief to their pain-point, then they will be interested in your content. Think about the solutions you offer and work back from there to determine your audience.
• Don’t forget your current customers – Unless you’re a completely new brand, current customers will provide a picture into your target audience. Take a look at who is buying your product or service and who likes you on social media – then apply their needs and interests to your content strategy.
• Look around – Identify your competitors and see who they are reaching. What is their target audience? Are they forgetting about a market segment or leaving people out of the loop? Find what makes you unique and refine your audience based on who your competitor is or isn’t reaching.

2. Content Types

Once you have a target audience in mind, it’s time to think about content types. Determining your content type should come through a combination of what you offer and what your audience wants. If you’re selling technical or specialized services, then written content is probably best for you; but if you’re a local restaurant your focus should be more visual – photos and videos. Picking a primary content type does not preclude you from branching out into other areas, but it will help to give your content creation focus. When thinking about content types consider:

• Blog Posts
• Newsletters
• Social Media
• Videos
• Pictures
• Podcasts
• Infographics

3. Frequency

How often do you need to be producing content? That is a question that will vary from business to business. Regularly producing content is good for SEO results and your brand’s image, but that can backfire if the quality of the content suffers because you have set an unrealistic schedule. Each market is different, so look around and see what successful businesses in your field are doing. For some, posting once a week may be enough, but for many it should be closer to everyday.

Also, consider that if you’re creating top-quality content then you can re-use material that is still relevant – so don’t sacrifice quality in your rush to produce more content.

4. Your Contribution

Finally, always keep in mind your unique contribution to the marketplace. What do you do the best? What do you offer that your competitor does not? That should be the laser-focus of your content. To stand out from the crowd you need to be offering something that isn’t available on every corner of the internet.

Let us Help

Fusion Group can provide content that is quality-driven and fits in with your overall marketing and advertising plan. Don’t feel overwhelmed when it comes to producing top-quality content for your customers, let us help! Call today to see how Fusion Group is equipped to handle everything from an initial content creation strategy to maintaining a regular schedule for your business!