Content marketing is defined as a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It’s also a critical component of the inbound marketing methodology. Nearly all businesses are now creating content as part of their overall marketing strategy.
With this said, some content creators rise to the top while others struggle to gain any traction. Creating compelling content that is both engaging and informative is no easy feat. So, what do these successful content creators have in common? Keep reading to find out!
1. Read Daily
In order to write content that will resonate with your industry, you will first have to have a deep understand of your industry. Successful content creators read industry news on a daily basis, gaining inspiration from the content they consume. As you keep up with industry trends, you will begin to bloom as a thought leader. This will give you confidence and an authoritative voice when you write.
Tools like Feedly will aggregate content for you based on the topics you are interested in. Make it a habit to check for relevant industry news on a daily basis. When you see great content, study what makes it effective.
When you are a student first, your writing will become much better. Keep in mind where your audience spends time online. If they consume a certain blog regularly, you should too. The more you can relate to your reader, the more compelling your content with become to that particular audience.
2. Write Regularly
Much like lifting weights strengthen your muscles, writing regularly improves the quality of your content. A good place to start is journaling daily. Not only should this improve your writing, but expressing your thoughts and emotions is a healthy activity.
This is an easy thing to do as a content creator. You are likely tasked with producing content each day at your job. Make sure you outlining and writing all the time to keep on top of any approaching deadlines. Sometimes writing bad content helps you write good content. Don't be paralyzed by perfection. Just start writing!
3. Empathize with Audience
Who are you writing for? Successful content creators understand that the end-users comes first, while unsuccessful content creators often write for themselves. Start by studying your buyer personas. If you haven’t created buyer personas yet, read this first. Understand their problems. Understand their goals. Put yourself in their shoes.
When you are able to empathize with your audience and write the content they need, you will start to see amazing results. As mentioned above, your content will become more compelling.
4. Know Their Voice
Readers click on your content for the information, but they come back because of your personality. The internet is full of content. Readers have plenty of options, so crafting a unique voice that resonates with your audience will set your content apart. Don’t be afraid to add a dash of humor or satire. Be serious when you need to be but don’t take all of your writing too seriously.
Successful content creators learn how to blend the content guidelines they must adhere to with their own creativity. Stop trying to compete by writing longer posts or posting more frequently. Instead, think about how you can become unique and thus, stand out. If you are authentic in your voice it will shine through in your writing.
5. Driven by KPIs
Write it and they will come. If this is your current content marketing strategy, chances are you are struggling to gain traction. The internet is overcrowded with content. If you want your content to be found, you need to focus on key performance indicators (KPIs) and optimize your content for them.
A KPI is a specific metric you choose to measure the successful of your content. Below are some KPIs to consider:
- Social Media Traffic
- Blog Comments
- Organic Traffic
- Leads Generated
6. Provide Solutions
Successful content creators provide solutions, not commentary. It is very common to read content that simply talks about a topic, but doesn’t take the important next step of providing a solution. Think about the problems your readers have. Now identify the solutions to their problems and lay them out plainly.
That is what successful content creators write about. Don’t just recite what you know but explain why it is important to your audience and how they can get value from it. Your readers aren’t interested in your commentary. They are reading your content because they have needs that they hope your content will satisfy. As a content creator, it is your job to understand what your readers need and provide them with solutions to match.
7. Write with Purpose
How do you decide which topics to write about? Successful content creators systematically create content based on several factors, such as:
- Monthly search volume
- Difficulty of SEO ranking
- Relevance to audience
At Outspoke, we use the Topic Cluster model to create content that resonates with readers, while also achieving business goals. The Topic Cluster model leverages recent changes in Google’s algorithm to help your content be found.
It starts by identifying high-level topics and researching them to ensure they receive steady search volume. Next, you begin to identify supporting sub-topics that relate to each high-level topic. Over time you can interlink all of these pieces of content, creating a powerful eco-system of knowledge that readers will be encouraged to read through hyperlinks and CTAs.
If you are just choosing topics at random to write about each day, you should take a more strategic approach. Successful content creators always write with a purpose.