Having trouble creating quality content? Ask yourself these 10 simple questions

By Jillian Carapella

From posting on social media to writing articles, opportunities to create creative and engaging content are abundant. But although content marketing seems straightforward in theory, marketers know that successful content creation is the result of much trial, error and experience. With so much information being generated and processed every second, it’s critical that your brand’s content pushes past the clutter.

If you’re struggling to create content worth sharing, ask yourself these 10 simple questions to help get you started:

Is my content valuable to my target audience?

After you’ve established your target audience, the next step is to think about the type of information that your audience would spend a minute of their time reading. Once you have been at it for a while, review your website and social media analytics to see which content is most popular amongst your audience. Content that generates clicks typically provides information or a solution to a problem that your audience can apply to their own lives.

When targeting more than one audience, also be sure to vary your content to cater to each specific group. For example, you might use your content to cater to both potential new employees and potential new clients, both of which have different expectations for what they expect to read.

Does my title offer an incentive for reading?

Readers need to be given an incentive to click on your brand’s content. To create this incentive, use your title to create a sense of urgency while notifying readers of what they can expect. A staggering 80 percent of people who read your headline won’t make it to the body, so make sure the headline is captivating enough to encourage clicks. However, don’t create a title that doesn’t live up to the body or you risk losing credibility with your audience.

What kind of visuals can help my content stand out?

Content with images generates 95 percent more engagement than content without images, and content with video nearly doubles the amplification of content with only an image. While creating high-quality images and video might not always be possible, there are free resources available to help increase your engagement. unsplash.com has stellar, high-quality photos that are not copyrighted, and Canva is a fantastic tool for creating infographics. Consider creating a short poll or quiz to go along with your content to make it even more interactive for your audience.

Does my content showcase my brand’s personality?

Your brand has a distinct personality that differentiates it from the competition. Showing your brand’s personality not only helps you stand out from competitors, it also helps build a relationship with your audience. Experts have learned that injecting personality into your content can significantly increase word-of-mouth advertising.

Is my content genuine?

Of course, everyone wants to use their content to help promote their brand and increase sales, but if your content doesn’t come off as genuine, it might even have the opposite effect on sales. Telling stories, playing on nostalgia and even being funny or witty can help you better connect with your audience, which in turn can help you increase site visits and sales

Is my content an appropriate length?

No one wants to read a novel when they click on a blog post, but you also don’t have to limit yourself to just a few sentences. Varying blog posts from 500-1000 words is great for SEO purposes; however, if the sole purpose of your blog is to sell a product, then keep it around 200 words. In the era where attention spans are getting shorter, it’s critical to make sure the length is appropriate for your content.

Does my content have a solid angle?

Not only does your content need to be an appropriate length, it also has to be focused on a certain angle. While in most cases there are many angles a story can take, choose one to focus on for each piece of content. For the angle of the content to be most appropriate and effective, it should connect the target audience to the topic being written about. Thinking about using listicles, analogies or creative hooks can be a great start in determining the angle you want your content to take.

Is my content trendy?

People always seem to want to read about the latest trends, but make sure that when you’re writing content on trendy topics, the topic is still in fact relevant. For help with writing content that’s trendy, go to the trending page on Twitter and see if there are any trending topics that apply to your brand.

Does my content include a call to action?

Including a call to action (CTA) lets your audience know what you think they should do with the information you have elaborated on. The CTA could encourage audiences to visit your website, share or comment on your post or direct them to another one of your social media sites. Be sure to make your CTA clickable to make it easier for your audience to complete.

Do I post content often?

Now that you know how to create quality and engaging content, be sure to post often. Posting content a few times per week helps your audience keep up with your brand, increases SEO and helps to further establish your company as an expert in your field.

 

Remembering these 10 questions will not only help you create higher-quality content, but it’ll also show your audience that you’re engaged in creating a memorable brand experience. Amidst the constant flow of information circulating on the internet today, ask yourself these questions to make sure your content makes an impact.

Did these tips help? Let us know! 

Alec Robertson