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These famous pairs have one thing in common – they go hand-in-hand! For inbound marketers, the most important pair is content and marketing. Even though 91% of B2B professionals use content marketing, that doesn’t guarantee that the content they produce is high-quality, engaging, or valuable. It all starts with what you do before you put your fingers on a keyboard. You must become a good content creation services. To do this, you must understand your audience and what they want to see. You must also be able to provide value and be an expert in your field.
What Does It Take to Become a Content Creator?
- Read news about your industry every day.
- Write on the regular.
- Study your industry’s audience.
- Establish your voice.
- Curate other people’s content (when it makes sense to).
- Understand your KPIs.
- Network at every opportunity.
- Offer solutions, not just commentary.
Every day, keep up with industry news
You need to be aware of what’s happening in your industry to create great content that will resonate with your target audience. The best content creators search the internet thoroughly for industry news and trends, not just skimming the surface. The context and history of their industry help shape their target audience’s mindset, making it easier to understand present-day customer behavior.
If you want to get in the habit of reading, make sure to put everything you read in one place. This way, you can easily keep track of the blogs and articles that are most relevant to your industry. You can set up an RSS feed with an app like Feedly to make things even easier.
Inquire with a few of your colleagues about what they have been reading as of late and follow their lead. -Do some research to find out where your target audience/ buyer persona spends their time online and follow those blogs as well. If you are already ahead of the game and have a few favorites, add them to the list.
Write on the regular
If you don’t use it, you lose it. This is true for content creators who understand the importance of constantly flexing their writing muscles. Working through ideas in this way helps to identify potential concepts that could be developed further at a later stage. Successful content creation services know that even when they don’t feel inspired to write, they can still produce something inspiring.
Write every day or every other day at the very least. It doesn’t have to be a 1500-word essay on an industry-relevant topic, just get in the habit of writing. I’m talking about setting aside 10 or 15 minutes to write down some thoughts and ideas.
Find a time when your mind is the clearest, and just write. What was the last thing you read that made an impression on you? What didn’t you understand about it? Asking yourself those questions can help you get started.
Concentrate on your industry’s crowd
It can be tough to accept that as a creative professional, you have to cater to your audience’s needs rather than your own artistic vision. At the end of the day, your audience is the ones who keep you in business. If you take the time to get to know them, you’ll find all sorts of hidden interests and potential ideas.
The most successful content creators know their audience well. They understand what their readers and viewers want and give it to them. If you want to be successful, take a close look at your own audience and figure out what they need from you that you’re not yet providing.
What challenges do your audience face that you can help them overcome? Here are some other identifying characteristics of your audience that you can use to better understand them:
- Family size
- Job title
Create a unique voice for yourself
You’re not the only one in your industry who creates content, so you’re not the only one offering the advice, observations, and thought leadership that your industry is asking for. There are many things you can do to make your content stand out from the rest: try a new content medium, promote your content on different channels, and gain experience and trust over time.
Even though everyone else is doing it, you can still stand out by bringing your own personal voice to your content. Readers click on your content for the information, but they come back for the personality. When writing about cybersecurity, don’t just focus on the latest malware threats.
Instead, offer analogies and personal stories of data breaches that help illustrate your points and that only you can offer. This will make your insights more relatable and persuasive. The brand you write for might limit what you can say, but that shouldn’t stop you from having a unique perspective.
If you want to be a more valuable content creator, learn how to blend your employer’s content guidelines with your own creativity. By doing this, you’ll be able to produce content that is both original and in line with your company’s standards.
Curate other people’s content (when it makes sense to)
There are plenty of people curating content these days. In fact, anyone on the internet can take someone else’s content and retweet it, share it on Facebook, pin it — the list goes on. However, successful content creators are aware that it is not enough to simply take relevant industry news and share it with their fans and followers.
You can’t just share content and expect people to engage with it – you need to position yourself as an expert on the topic and genuinely interact with your communities. This is what Guy Kawasaki, the New York Times best-selling author, says makes content unique to you. When you come across something valuable, make a habit of curating that content. You probably have a wider depth of knowledge than you think, now that you’ve started regularly scouring the internet for industry news.
Be confident when sharing others’ content and give your readers additional, useful information or even a thought or opinion. Your networks will appreciate it, and the author probably will too (or it could at least spark a debate — bonus!).
Understand your KPIs
The internet is a vast place. Too vast for your content to be discovered by your audience all on its own. In 2018, 61% of professionals said that generating traffic and leads was their top marketing challenge. Even if you post content online, it doesn’t guarantee you’ll get the traffic you want. To make sure your content is seen, you need to focus on a key performance indicator (KPI) and make sure your content is optimized for it.
A KPI is a metric you’ve chosen to measure how well your content is doing against your expectations. Some common KPIs include:
- The number of visitors that come to your content from a social media post is referred to as social media traffic.
- Traffic that comes directly to your content by entering your website’s URL into their browser’s address bar is called direct traffic.
- The number of visitors who come to your content from a search engine result link.
- The number of people who visit your website and submit their contact information in exchange for a resource you offered them is a form of lead generation.
If you’re interested in driving organic traffic to your website, it’s a good idea to study Google’s search algorithm to understand how it ranks content. You can then optimize your own content to perform well under the organic traffic key performance indicator.
If you want to be a successful marketer, it’s important to know which KPIs are available to content creators. By understanding which metrics to track, you can better gauge the success of your marketing campaigns.
Make use of every opportunity to network
Successful content creators know that their success is not only due to their passion, but also to the people who taught them, inspired them, and pushed them to think differently. This is how successful content creators grow: they accept that there is more to learn than what they already know, and they are open to new ways of thinking. Networking encourages this mindset, helping content creators to expand their horizons.
It’s important to listen to others’ ideas and take them into consideration alongside your own. Make networking a habit by taking advantage of all the opportunities you have to do it. Social networks are called that for a reason – so spend some time on Twitter, Facebook, and LinkedIn to see who the thought leaders are in your industry and follow them.
Start small by networking with colleagues if you’re not a natural extrovert. The thought of networking can make you cringe, but it’ll be easier if you take it one step at a time. There’s already something that you have in common, so it shouldn’t be too scary to start a conversation in the kitchen or at your desks.
Offer solutions, not just commentary
As a content creation services, you may already have the knowledge your market is looking for. However, for successful content creators, expertise is not everything. As you create content, keep in mind why your audience would want to remember it. They’re not just interested in the facts, but in the implications and takeaway for their own lives.
When you can explain those things clearly, your content will be much more memorable. People come to you with specific needs in mind. Your job is to then take what you have observed about the market and present it to them in a way that is understandable and relatable. This way, they can gain confidence in your industry and find solutions to their problems.