MARKETER’S CHEAT SHEET SERIES: How To Create Great Content in 5 Steps

According to a 2021 report by Hubspot, 82% of marketers are actively investing in Content Marketing, up from 70% last year. As the pandemic changed shopping habits, accelerating e-commerce and video consumption, marketers are intensifying their content strategies to meet shifting consumer needs.

Brands want to be in front of their consumers, and content creators need to keep up with good content that resonates. Before jumping ahead to creating content, here is a step-by-step guide to planning a better Content Strategy and creating great content that delivers results.

1. Set Your Content Goals

Before embarking on content creation, it is essential to have a clear end goal in mind. Think about the marketing objectives and the business challenges you are trying to solve. Then set achievable and measurable SMART goals. Focusing on the end result will ensure you are creating assets that work towards meeting your goals.

2. Define Your Audience Personas

Successful content marketing answers the needs of the consumers and not your own. Spend some time, in the beginning, to research the target audience of your content by creating audience personas. Then create a different content plan for each of them. By understanding the demographics and psychographics of your ideal audience, it becomes easier to connect with them through appealing content.=

3. Do Your Keyword Research

After knowing why you are creating content and who your audiences are, it is time to create the actual content. Brainstorm within the team to come up with specific topics and keywords your audience will be searching for. For better results, leverage keyword research tools like Google's Keyword Planner, Moz or KeywordTool.io to generate a set of strategic keywords you can use in creating SEO-optimised content.

4. Segment Content by Customer Stage

To ensure that you are delivering the right content at the right time to the right audience, look into the sales funnel and the customer journey of your target audience. At each stage of their conversion path, different content types will be required to help move them to the next stage. Consider what content your customer needs at these phases - Awareness, Consideration, Conversion and Retention, and work out the medium or channels that work best for each.

5. Be Engaging and SHARP

Creating good content is not as tough as it seems. Content marketing is storytelling that drives a desired action or emotion. Try to be engaging in your content by touching the hearts or opening the minds of your audience. Good content is not complex, it just needs to be SHARP – Shareable, Humorous, Actionable, Relevant and Professional.?

Feeling inspired to generate good quality content for your business? Try adopting this 5-step approach in your Content Marketing Strategy to see better results for your marketing campaigns. To arm yourself with more know-how and put the theories into practice, why not sign up for our upcoming 2-Day Masterclass: Digital Marketing - Content Creation for Marketing. You will have an opportunity to learn from industry trainers and practitioners at Intangibles Consultancy. Click here to find out how you can learn to create great content in just 2 days!

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Content Credit: Peter Lee