Creating content on a regular basis can be difficult, and losing momentum can mean you produce content which isn’t up to scratch. Sometimes, inspiration dries up, or we’re not sure that we can create something people really will want to read.
Your outlet for content must be regularly updated, but more than that, it must constantly provide value and engaging content to keep readers coming back.
Here are some questions which will help keep you on the straight and narrow of content creation, and help you provide content which will keep readers coming back for more.
1) Is this relevant to my clients?
Your content needs to be written with someone in mind, and it’s likely that the person you want to be reading your content is a potential client. Don’t start with what you find interesting, but what they’ll feel compelled to read.
2) Have they read this before?
It’s tempting with so much content surrounding us to recycle material. Sometimes, it can seem impossible to create original content, but even if you are taking inspiration from an existing article, allow your own experience and voice to add originality. Don’t be afraid to develop your own voice and put a piece of yourself into your writing.
It’s important to give your reader something which will be of benefit to them. While doing this, you get to demonstrate your expertise and begin building a relationship. Think about what they will take away from the content; are you giving advice, or perhaps the benefit of your experience? What do you hope they’ll get out of reading your content?
4) Is there an opportunity to engage?
Content without engagement is like bouncing a tennis ball off a wall. There needs to be an opportunity somewhere within your content to create a dialogue. A typical example is to ask a question at the end of the article, but this also goes for the posts you put out on social media to invite people to read what you’ve written. Ask for the views of individuals who you think might be particularly interested, and try to create a conversation.
5) What do I want them to do at the end?
Some content lends itself well to a call to action. Perhaps you have been giving a case study or listing the benefits of your service or point of view. At this point, it seems natural to ask the reader to get in touch with their view, connect with you on social media or simply give you a call if they think you can help. Or, perhaps you want them to pass it on to their colleagues or others who will find it interesting. Whatever it is, ask it in as clear terms as possible, and remind them why it will benefit them.