One of the things you hear if you're a business owner is content. You see ads and telemarketing calls about content. But what exactly is content and how do we develop it? In one of our previous blogs, we talked about website content. Essentially, it's the wording that allows your website/page to be able to get shown up, aside from some other things. But the development part is what most people find trouble with. Content development is specifically defined as researching, producing, and publishing information to meet a strategic goal. What we need to do is define your goal, and make the steps to get there as easy as possible.
For most business owners over 30 years old, the internet may seem foreign to them. It's important that the steps for developing content as simple and efficient as possible. It's important to take into consideration that there needs to be a good strategy behind writing the content. Meaning, are the words we're setting in place having the reader take some form of action? The end goal for content development should involve two things: getting what you want to get shown up, and having the user take some form of 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 various social media platforms, every platform is unique and should have consideration when posting on them. After we've figured out what end goal we want, 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/posts to see what keywords or other information are consistent in having these pages/sites to get shown up. For example, if you're a plumber and you see that in the top 5 ranking websites are mentioning plumbing contractor, it's safe to say that 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 numerous 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 of how you want to build out the content with the information you gathered. Know your industry, the areas you service/target, and again what the end goal is. Now, we start 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/pages and compare the quality/quantity of your writing to theirs. It should at a minimum be 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 a little more simpler than website content development. While the same strategy can be applied for social platforms, one of the things to take into consideration is the platform itself, the type of culture it attracts, and the limitations for each. For example, Twitter maxes out at 150 words 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 specifically for social platforms. One of the easiest things to do is to document rather than to create. Documenting your day, life as a CEO/COO etc, or just daily tasks allows you to have content that can be broken down and distributed across the various social platforms. Documenting a large piece of content, breaking it down into bite size segments, and then posting it on various platforms will save you time and the headaches of developing content. If you don't have the knowledge or time to break down the big form of content, consider hiring someone to do this for you. It'll save you time and more than likely leave you with a better end result than doing it yourself.
The biggest thing to take into consideration for distributing content on social platforms is understanding the audience for each platform. Audiences on LinkedIn are more business oriented than an audience on Instagram that is more entertainment based. Make sure when you're creating a post on any of these platforms that the information you're looking to relay is relevant to that audience. If it's on Instagram, make sure it's entertaining. If it's LinkedIn, make sure its business oriented.