What is quality content and how to create it
You can be heard from many marketers that quality content is the key to success. And that’s true, content is crucial to grow your website traffic and conversions. According to Demand metric «70% of people would rather get information about a company or learn something from a brand’s blog, rather than from a traditional advertisement».
But the problem is that no one can explain exactly what does the term “quality content” mean and how to actually create it. So it can make small business and start-ups feel frustrated. While there are a lot of other problems that they experience on a daily basis, it can lead to the complete loss of enthusiasm and motivation. That is why I decided to create this short guide on creating a high-quality content for your brand.
Let’s start from the definition. What is quality content? Quality content is a relevant content, including text, visuals and video that you share across different online channels. For example, brand’s blog, social media platforms, forums or any media sharing platforms. Content relevance proves itself to be one of the most important part of brands’ marketing strategy in order to convert visitors into customers. So, quality content is equal to relevant content.
How to create quality content for your brand
Relevant content is the content tailored to your target audience and their personal background, goals, pain points and needs. For example, you can’t use plant clipart images in your content, if your target audience loves cars. So, how to create quality content that resonates with your target audience’s values and needs, and provides them with truly necessary information?
1. Speak the same language as your target audience
The best way to make your audience believe that you know and understand them is to include the words that they use daily in your content. People tend to trust those businesses that are similar to them. So, write these conjunctions, colloquialisms and jargon words down – and include them in your texts and videos. But remember that your overall content should look and sound naturally, don’t just put relevant keywords in your content randomly.
2. Personalize your visual content
Of course, you can’t include random visuals in your content and wait for leads and conversions. That’s not about quality content. Instead, take into consideration the favorite bloggers, movies, music, books and even hobbies of your audience. And then create the visuals that fit the personal preferences of your customers best.
And you don’t have to create your own photos or graphics, you can get them from stock resources, like Shutterstock, Dreamstime or Ouch. Does your target audience love to sing? Get some microphone clipart from Ouch. Are they interested in movies? Download movie pictures from Freepik. Maybe they are keen on technology? Include phone clipart images in your visual content. It’s as simple as that.
But sometimes quality content means the absence of content personalization. I know that it can sound strange after the previous paragraph, but I’ll explain it. Imagine that you have a several target personas. All of them are interested in different movies, books and music. So if you’ll focus on personal preferences of only one target persona, others will just get bored by your content. So, there is a big risk to lose these clients, so too your potential income.
Knowing whether content personalization is the right fit for your quality content is not an easy decision. A good rule of thumb is that if you have one or two target personas, then personalization could be your best bet.
On the flipside, if your audience is fairly wide — there are several groups of target personas with different preferences —then go for the content that fits the preferences of your whole audience.
3. Collaborate with influencers that your target audience loves
You can’t create quality content without mentioning your audience’s influencers. That’s where influencers marketing comes to help. There are millions of content ideas that you can implement in collaboration with influencers. For example, it can be video series where influencers can test your products, blog posts written by them or photo series where influencers enjoy your product. And there is no need for a million dollars content. Your audience will be happy to see their favorite influencers in your content, whether it’s an expensive photoshoot in the Maldives or a simple photos taken in an influencer’s apartment. Just go for it!
Keep the guidelines from this article in mind, and you can find out how to create quality content about why your product or service is the most excellent solution to your target audience’s needs.