One thing you hear a lot about if you’re a business owner is content. You see ads and get telemarketing calls about content. But what exactly is content? And how do we develop it?
In one of our previous blog posts, we talked about website content. You can read that here.
It’s basically the wording that allows your website/page to show up. But the development part is what most people find trouble with.
Content development is defined as researching, producing, and publishing information to meet a strategic goal. Wee need to define your goal and take the steps to get there as easily as possible.
For most business owners over 30 years old, the internet may seem foreign.
It’s important that the steps for developing content are as simple and efficient as possible. Take into consideration there needs to be a good strategy behind writing the content.
Are the words we’re setting in place encouring the reader to take action?
The end goal for content development should involve two things: getting what you want to show up, and to have the user take action.
To start the process with content development, define your goal. What exactly do you want the end result to be?
Next, analyze what platform you’re going to be publishing on. From the internet to social media, every platform is unique and should be carefully considered when posting on them.
After we’ve figured out the end goal, we need to gather the best information (keywords) possible. There are many tools and ways for doing this. Cost effective solutions can involve researching top ranking sites, profiles, and posts to see what keywords or other information are consistent in allowing them to be found.
For example, if you’re a plumber and you see in the top 5 ranking websites they mention “plumbing contractor,” it’s safe to say that keyword “plumbing contractor” is more effective than “plumber” based on the results.
As for social media, look at trending posts and hashtags and see what’s consistent and common. If you have the time and resources, there are programs out there that scan and give effective metrics on top keywords. The better quality and quantity of information you have, the easier your life will be when developing content.
Analyze and start planning how you want to build out content with the information you gathered. Know your industry, the areas you service, and what the end goal is.
The Writing Process
The longer and more specific your content is, the better it ranks. What is going to vary is how you write it and how you want the user to act next. At the end of your content, get the user to take some form of action. Email, visit our social page, buy our product, give us a call, etc, are all some forms of action.
After revising your content for grammatical errors, revisit the top ranking sites and pages and compare the quality and quantity of your writing to theirs. It should at a minimum have the same amount of content if not more.
At this time, publish your post, analyze the metrics over time, and adjust accordingly.
Content development for social platforms is simpler than website content development. While the same strategy can be applied for social platforms, one thing to consideris the platform itself, the type of culture it attracts, and limitations for each.
For example, Twitter maxes out at 280 characters, while on Instagram you can have virtually double that. The same process of research can be the same for social platforms.
Again, most business owners have trouble with content development for social platforms.
One of the easiest things to do is to document rather than create. Documenting your day, life as a CEO/COO etc, or just your daily tasks allows you to have content that can be broken down and distributed across the various social platforms. Creating a large piece of content, breaking it down into bite size segments, and posting it on various platforms will save you time and the headache of developing content.
If you don’t have the knowledge or time to break down the big chunk of content, hire someone to do this for you. It’ll save you time and more than likely leave you with a better end result than had you done it yourself.
The biggest thing to keep in mind before distributing content on social platforms is the audience for each platform.
Audiences on LinkedIn are more business-oriented than on Instagram which is more entertainment based.
Make sure when you’re creating a post on any of these platforms the information you’re looking to relay is relevant to that audience.