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5 ways to improve your online presence through content creation
“It may sound like a daunting task, but here are a few tips on what you can do to make sure you’re creating content which is rich with industry relevant information.”
Since content creation has finally been accepted as an important part of a business' online strategy, many businesses around the world have taken to their keyboards to churn out post after post on various platforms in the hopes of boosting their SEO. While frequent posting has proven to increase site traffic, content creation isn't always as simple as sitting down at your computer and spilling your thoughts in to a text box. Successful brands have proven that - although there is no absolute right way to create content - in the business world, research is a key factor.
By now, you may be wondering what exactly you need to be researching for your businesses content. After all, you're posting for your business; so all your content is going to be about your business right? And you obviously know enough about your own business to write about it without the aid of research, right? Wrong. Well, that is to say, I'm sure you know a lot about your business - but that's not what content creation for a business is about.
So, uhm, what is business content about, then?
In his article on the actual purpose of business blogging, Tad Chef explains that blogging is not all about your business, but rather aims to create a discussion with your current customer base about things that are relevant to your products or services, while allowing new customers to join in on the discussion at any point in time. This rings true for all content creation, whether it's posting to your website, blog, Twitter, Instagram or Facebook - the brands who use their online platforms most successfully are the ones who are engaging in a discussion that is relevant to their customer's interests as well as relevant to the brand itself.
This is not to say that you can't post anything promotional about your business - that would be counterintuitive. When considering online content creation, it is important to think about following a formula, such as the 70/20/10 rule, to enrich your content and create a balance between self-promotion and representing your brand as being at the forefront of industry news.
This is where research comes in.
Now we get to the good stuff!
In order to create these discussions with your customer base, you need to be aware of the trending news in your industry, along with, perhaps, an understanding of past theories and practices and how they influence your industry today. Your content should be rich in qualified statements, footnotes or linked references. It should draw upon industry data and any relevant statistics to reflect your brand's stance on the topic as educated and up to date.
Not only this, but content which is rich in research to support it's statements positions your company as being educated, trustworthy and reputable in your customer's eyes. Without this research, your content is likely to be considered of low quality or even ill informed.
So what can I do to have rich content?
It may sound like a daunting task, but here are a few tips on what you can do to make sure you're creating content which is rich with industry relevant information.
1. Follow trending topics in your industry. A great way to do this is to engage in news sites, which can provide you with industry relevant, trending news that you can draw upon in your content.
2. Share news or blog articles with your coworkers. We all come across industry relevant discussions in our personal research - set up a shared Google Drive, an enterprise social network or any other file sharing system and start the discussion within your own company, before bringing it in to your content strategy.
3. Work out where your brand stands with current news. Relating the news to your customers can only do so much - taking a stance and offering an opinion on how certain news affects your brand opens up customer engagement. You don't need to do this in all of your content, but keep it in mind.
4. Make sure you follow proper blog protocol by referencing and linking sites, articles or texts where you received your information.
5. Involve your customers in the discussion by creating a well thought out call to action.
With these tips you should be well on your way to creating rich content, backed up by relevant research which is engaging to your audience. It does sound like a lot of work, though, doesn't it? Creating a thorough content strategy can be tough and often relies on the creativity of multiple people to ensure that it is well refined. This is what we do everyday at Indietech, so if you're too busy or don't have the means to do this on your own, contact us and we will work with you to create a rich and meaningful content strategy.