creating contentYou’ve been told you need to create content in order to compete in today’s market. “Content is king!” everyone says. That’s true, but there’s a catch. Not all content is king. In order for content to be valuable, you need to ask yourself the following questions, before investing time in creating content.

Who am I writing for? Each piece of content should have a specific audience in mind. For example, it can be for an existing customer or a prospective customer. If it’s for a prospect, where in the sales funnel should this content be leveraged? It’s important to remember that the content doesn’t need to be tied to exactly what your business does. There is value in positioning yourself as someone who is thinking about the audience’s pain points and can help solve these challenges.

Can this be repurposed? Content comes in all shapes and sizes. Taking one core idea and leveraging it in multiple channels is a great way to get your content viewed by as many people as possible. Take a whitepaper, for example, and turn it into an infographic or create a video from a case study. Repurpose a newsletter topic into a series of blog posts. Facebook content is presented differently than LinkedIn content, which is dissimilar to Twitter. You want to make sure that your content is appropriate for the channel, or else people will not interact with it.

Will this be relevant for the indefinite future? While there is value to creating content that is timely, it is just as critical to develop material that can stand the test of time. If content is too time sensitive, it will have a short shelf life and will not be shared if it’s found in a week, or month, or a year’s time. Rather, spend time on material that people will continue to search for and continue to be interested in for years to come. We’ve seen blog posts that are 2 years old that continue to be top traffic driving sources to websites.

Is it easily shareable? If you’ve answered ‘yes’ to the previous two questions, then by default your content will entice the consumer of the piece to distribute it. In today’s digital age, people love sharing information with their networks. Many people want to present themselves as thought leaders, and communicate their opinions on newsworthy topics with friends, family and colleagues. To encourage sharing, you should implement “one click sharing” plugins on your website. This will enable your readers to disseminate your content across their Facebook, Twitter, and LinkedIn networks quickly.

Creating quality content is critical in today’s sharing, digital business environment. Taking a few moments to clearly understand your audience, and creating content that makes it easy for people to share your material over time will allow you to create content that will be valuable for your business for years to come.

Contact us if you need help creating content for your website or client and prospect communications.

Guest author:  Danielle Sohn, SEO expert & consultant


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Alison has more than fifteen years of professional services marketing and business development experience. She is a Boston College Double Eagle, holding both a BS in Management with concentrations in Marketing & Information Systems, and an MBA. Alison is a member of the 2009 Boston Business Journal’s 40 Under 40 class of honorees.