How to Make Great Content
Good content is content that people want to read. Pretty simple. Great content? It makes them take action AND keeps them coming back for more.
So in a world that’s flooded with content, how do you make yours stand out?
1) Be original.
Think about the content that you’ve seen and how you can approach it in an interesting (and more applicable to your business) sort of way.
Algorithms favour original content and will rank you down if your content is curated from elsewhere. So remember, it needs to be exactly that… Original.
“Borrowing” or outsourcing poor quality editorial for rock bottom prices shows your audience that you’re not invested in what they’re passionate about.
So if you want to show the world or your industry what you’re about – quality, original content is the ultimate expression.
Remember – Don’t add to the digital landfill just for the sake of it. Make your words matter.
“Originality is REALLY important”
– Jim Carrey
2) Don’t settle on your headline until it’s irresistible.
80% of people will read your headlines. However, only 20% of those people will read the rest of your content!
Your headline needs to pique the reader’s interest, generate intrigue AND set up (accurate) expectations as to what your reader can expect from your article. Write, re-write, bounce it off someone else or A/B test until you get it right.
“Started from the top, now we here.”
3) Make your content actionable, make it tasty.
Give your reader something they can direct action to or that is going to stimulate further conversation. What are their pain points? Can you give them a new perspective or solution?
Once you understand what makes your audience tick, give them some of those most important nuggets of information up front. That way they are more likely to stay engaged with your content.
“An ounce of action is worth a ton of theory.”
– Ralph Waldo Emerson
4) Poke the bear.
Your first article doesn’t have to give away EVERYTHING.
If you want to build your audience, you’ll need to tantalise them, giving enough valuable information to make their time spent with your content worthwhile – whilst whetting their appetite for more.
Like a box of Krispy Kreme donuts in the office. You literally can’t have just one and you’ll spear tackle co-workers to get another taste. Great content should leave you wanting more.
“Leave them wanting more and you know they’ll call you back”
– Bobby Womack
5) Make a commitment to your audience.
It’s important to realise that creating content and building an audience should be considered a journey. It’s not something that you can win overnight and in order to find out where you can add the most value to your customers, you’ll need to listen to them and evolve.
Think of your content strategy as a living breathing thing. Observe your audience, crunch the numbers and re-iterate on a regular basis. The more you learn about your them, the better your content will be able to serve their needs and interests.
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
– Charles Darwin