Working in the world of digital marketing today means managing information across a variety of platforms and creating a lot of different content. The competition for the attention of audiences has never been fiercer, and sustaining the attention of your followers can feel like an insurmountable task at times. Are you confident in the kind of content you’re creating? Here are three indispensable elements of great content to make sure you’re delivering what your audience is hungry for.
Can your content live on a day or more past the the moment you share it? Will it be relevant to your readers months down the road? How about years from now? It’s important for the content you share to be timely but when it comes to blogs and vlogs in particular, it’s important to also think in the long term. Everything you publish develops into an archive of your best ideas and practices, so think about sharing content that isn’t just important in the moment. Thinking this way will bring you closer to nailing down your brand’s overall philosophy and vision.
Are you sharing something valuable? Or just racking up an impressive word count as you type away? Creating valuable content means knowing what your audience is looking for and then becoming the best place for them to find it. Think of your content as a resource bank--an important reference point for your customers to learn something important about you or your industry. You don’t have to cover a topic in its entirety (in fact, that would easily overwhelm most readers), so rely on links to other reliable sources to round out the information you’re sharing. The more value followers see in your content, the more likely they are to follow you consistently. A blog with really valuable posts could even turn into a book deal.
This ties into the other two cornerstones for great content because if your content can deliver value over a long period of time, it’s more likely to be shared by your followers. But there are few easy things you can do to ensure your content is prime for sharing across social networks. Writing a catchy headline is just as important as developing the body of your content. It’s the first thing readers see and often determines whether a casual perusal will turn into a deeper read. Can the main ideas of what you’re trying to say be distilled into 140 characters or less? Can you sum up what you’re trying to say in a single image? If not, you might want to take a look at your content to make sure that it’s direct enough to make a quick and lasting impact.
How do you define great content? Tracking the performance of what you share on a regular basis is a great way to refine your approach. Step back, see how many times people engage with a particular item, and then recalibrate your approach to give your audience even more of what they’re looking for.