Inbound Marketing + Sales Blog

October 31, 2013

5 Things you Need to Create KILLER Content: Just in time for Halloween

Written by: Sierra Calabresi  |  Share:

Sierra Calabresi

Happy Halloween, everyone! shutterstock_153779549-1

We all know how intimidating (scary, if you will) it can be staring at a blank screen. Since content is the heart of a successful web presence, you depend on it to attract visitors and convert them into leads. Anyone can create content if they really put their mind to it…. But, it takes time and dedication if you want to create relevant, remarkable content that engages visitors and keeps them coming back for more.  

In today’s post, we’re going to focus on the Top 5 things you should be considering when creating KILLER content (don’t be afraid, it’s a good thing!)

1. Ready, Set, Goals!

Before you can even begin writing remarkable content, you must first determine your goals. Are you looking to build brand awareness? Generate direct sales? Become a leader in social media? Whatever that goal may be, you should establish one before you begin developing content.  

Many other goals you could set for your content could relate to the number of articles you will write. Are you intending on writing once a day, once a week or once a month? At New Breed, we highly recommend staying engaged with your customers and viewers DAILY! Creating valuable content daily can be tough – but it’s not impossible. This can be a great goal to have in order to increase engagement and develop quality leads.

2. Create your Buyer Personas!

Unless you have been among the living dead for the last decade, than you have most likely heard us reference buyer personas before. We really can’t stress this enough, you must tailor your content around your buyer personas if you want to create valuable content and start generating leads. Your buyer personas are semi-fictional characters that are created through substantial research. Essentially, they are your ideal customer.

Defining your buyer personas is essential to creating valuable content because it will help you refine your overall marketing strategy. Aligning your website architecture and content will help the user feel like the website experience was tailored just for them. This will give them a memorable, fun experience, which will ultimately keep them coming back to your site and elicit engagement.

3. Develop a Content Strategy

Developing a successful content strategy requires making decisions on what type of copy you will create for your visitors and customers – for example, blogs, newsletters, case studies, etc. Organize your topics and the material you plan on writing and delegate an internal writer for each post. You will also want to determine when and how you will distribute your content to customers and prospects.Developing a content strategy will be highly effective when producing content because it will help you map out thorough, informative content.

When creating a content strategy be sure to determine how you will solve the prospects problem. We found a great example from Impact that illustrates the effectiveness of having a strategy. “You want to make sure you answer your reader’s questions and do not leave them wanting to know more about that topic. If you cannot provide them with accurate, thorough information from the beginning they won’t want to come back to your content in the future. You shouldn’t leave your readers wanting to continue to know more about the next step in the buying cycle. You don’t want your prospects to search for more information on the same topic on your competitor’s pages. Prompt them to more advanced articles or another related topic. If you have targeted, useful information you will guide your competitors down the buying cycle and not stray them away from it.”

Developing a content strategy is cohesive with number 4, developing an editorial calendar.  

4. Create an Editorial Calendar to Reflect your Content Strategy

At New Breed, we love to stay organized – especially with our content. Think of an editorial calender as your content roadmap. Some of our favorite benefits to having a calender are...

  • Publish your material regularly and on time
  • Have a clear perspective: schedule content themes, maintain consistency and avoid content / topic duplication
  • Create specific keywords for your audience
  • STAY ORGANIZED: with due dates, publish dates and the assigned author listed all in one place you’re guaranteed to stay on task

Setting up an editorial calendar with your strategies, deadlines and titles will allow you to stay consistent and concise with your content – which will ultimately drive traffic and develop quality leads!

5. Conduct a Content Audit

Want to know how all of your past and present content is doing? – Of course you do! Auditing existing content will help you determine which topics are important to your audience and if you are maintaining a mix of content types. Our friends at HubSpot have provided a guide to conducting an audit: “to conduct an audit, collect and examine all the content you’ve created in the past year or more – everything from blog posts and podcasts to ebooks, videos and webinars. Create a spreadsheet that lists all these items by their title and label them according to: type of content, topic covered, buyer personas, date created, leads / customers. Next, study your spreadsheet for patterns: Are you light on non-text content, such as videos or webinars? Are there certain topics you are writing about too frequently or infrequently? Have you developed tons of content for one buyer persona while neglecting others? Which topics generate the best results for certain types of content (i.e., are there topics that work better for webinars than for eBooks?)”

Conducting a content audit will help you map out a list of goals and guidelines for your new content. – This will ultimately keep your content fresh, new, relevant and elicit interest among your prospects and customers.

As always, We would love to hear from you! Have a spooktacular Halloween everyone! When you are finished with your candy and scary movies be sure to share your favorite tips for creating KILLER content!

[Image Source: Shutterstock]

Develop a Successful B2B Content Strategy whitepaper

Topics: Demand Generation

Sierra Calabresi

About The Author

Sierra Calabresi is a former New Breeder

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