February 20, 2017

Creating digital content that generates business


Content is everywhere online – social feeds, such as Twitter and Facebook, blogs, promotional emails, advertisements layered upon other content, and so much more. With this vast and ever-expanding arena for content creation, what can businesses and marketing teams do to help ensure their material is consumed by the right audience and in a way that brings in business?

Content creation can be a terrifying journey with so many variables to consider. The good news is that there are a couple of simple things every creator can do at the beginning of the journey that will simplify the whole process.

Start with “Why?”

When developing content, it is vital to ask “Why?” Why would someone read the content? What is its purpose? By answering these questions it becomes easier to develop performance metrics that directly relate to ROI. There is a common perception that creating more content generates more clicks – and this might be an accurate statement – but it is a bit of a red herring. Increasing the number of blog posts and articles created will undoubtedly lead to a larger number of “clicks” overall, but if these clicks don’t generate any leads or opportunities it will all be for naught. Business is generated only when the viewer takes action on a piece of content, and actions are only taken if the content adequately satisfies the searcher’s intent.

Searcher’s intent

At its core, searcher’s intent is the question searchers ask themselves prior to reading a piece of content online. When someone turns to Google to enter a query, they have a goal of gaining certain knowledge and insight about a product or idea. This is their intent for searching the internet. For example, someone might type “how to start a nonprofit” into the Google search box. In this case, the intent is pretty clear: they want to know how to start a nonprofit. Quite frequently, however, a search, for example, “new smartphones,” is made with a multitude of different intents. In this example, the searcher may want to purchase the latest smartphone then and there, while another user with the exact same search may simply want to learn the features of the newest smartphones for the sake of comparison. Businesses need to determine which intent gives them the greatest opportunity and create content accordingly.

So what does all of this mean?

It may seem like creating quality content is far more difficult than anyone thought, but ultimately it comes down to the following simple statement: Businesses need to create digital content that answers the questions searchers are asking and in a way that adds value.

The most difficult part is not in the creation itself but in understanding what customers are looking for. When analyzing the products the business sells, what type of life situations would drive a potential customer to look for content related to these products? If someone is preparing to host a party and stains the carpet before guests arrive, they will ask Google how to remove it. A company that sells stain remover has a perfect opportunity to show them how to remove stains with home remedies. As there’s no time to run to the store, the customer won’t buy their product this time. However, by helping solve their issue in a pinch, the company has made a positive impression and can take this opportunity to suggest purchasing and storing their product at home for future accidents.

At the end of the day, with proper planning and enough time spent understanding the customer and their needs, a business can generate a loyal following of individuals who have confidence that the organization has their best interests at heart – all through the creation of quality content.

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