The first step toward creating great content is understanding your customers and how, why, and when they will want to connect with you, your product or service. Once you have this in place, you have unlocked the key to creating content that will resonate on a personal level with your target audience.
I found an article by Ruth Shipley, “How to Create Content that Engages Prospects and Customers,” that I’d like to share with other women business leaders and entrepreneurs. Ruth offers some good content creation ideas. Here are my thoughts on her excellent suggestions.
Show, don’t tell
Ruth notes that everyone wants to be successful, so it makes sense that customers want to see what your product or service has done for others. Case studies are a good way to showcase your success stories, says Ruth. I’d like to suggest using visuals to add impact to your content, so make sure you include photos, videos, slideshows or other visuals for maximum effect.
Stoke the campfire
To spark your content creativity, Ruth conjures up memories of stories told around a campfire. The best stories were those that you wanted to run off and share with your friends. I agree that the more “shareable” your content, the more readers you’ll attract. But just be sure it’s relatable and useful to a wide audience.
Play to your strengths
Not everyone has a talent for written content, so if you don’t, says Ruth, try something else. Produce a podcast, host how-to webinars, or interview a client on a video camera and post it. Today’s audience is used to seeing short snippets that are visual and need very little explanation.
Ruth suggests you ditch the jargon and go for a conversational tone in your online content. I can say from my own experience that it’s easy to get caught up in technical business-speak. Most people respond well to easy-to-understand content that does not require a dictionary or glossary of terms. The less work for your readers, the better.
Most companies have a wealth of information sitting idle, says Ruth. Think about ways you can re-use that information or repurpose it. Ruth suggests taking a white paper and turning it into multiple blogs. I think you could go a step further and offer “how-to” blogs or video blogs. Or, ask others to act as “guest” bloggers and suggest readers add their own commentary to get a conversation going.
Communication is an area in which women business leaders and entrepreneurs excel, so with that advantage we can take the lead in helping our companies produce content that matters. Here are some more blogs I’ve written on creating great content: Successful Blogging Tips for Women Business Leaders and 5 Ways to Reuse Content Wisely for Women Business Leaders.