Nearly half of all marketing professionals say content is a critical part of their marketing strategy. Want to know the best content creation tips to help you achieve more of your business and marketing goals? Check out these expert tips from Deven Machette and Jayde Powell.
These Content Creators’ Suggestions
In this week’s episode of Insights, we look at how to get more user-generated content (UGC) into your influencer marketing toolkit. What do you need to do to overcome some common challenges of starting or scaling a content marketing business?
It doesn’t matter if you’re looking to focus on content creation for social media, your website, or retention marketing channels. Here are the 17 best content creation tips from experts on how to get the most out of your content and make it stand out from the crowd.
1. Begin with your business objectives and work your way backward.
The foundation of a content development plan should be based around the objectives you want to achieve. You may start talking about execution once you’ve defined your goals, whether they’re brand awareness with a specific audience, sales, or anything else.
2. Consider using a phased channel strategy.
Don’t try to be everywhere at once. Businesses find it especially tempting to try to establish social media content creation for every channel. You can identify a primary target marketing distribution channel to focus on, and then develop a phased strategy where you integrate additional channels as needed.
3. Begin by conducting a content audit.
If you already have an active presence on a number of channels, it may not make sense to push them to the side to focus on chasing a specific trend. Figure out which channels you are activating on most frequently and use that information to identify priority channels for your brand.
4. Purposefully repurpose content.
You can’t just post the same content on a bunch of different channels. Different channels necessitate nuanced content creation for maximum results. It’s a matter of knowing your audience in different places, and then tailoring your hook and the formatting so it doesn’t look lazy.
5. Virality is a difficult concept to define.
Going viral online means different things to different accounts and audiences. According to HubSpot, the most common metric used to measure content success is sales, followed by website traffic.
6. One of the most significant KPIs to track is share price.
How many times people share your content is an early indicator of the potential to go viral. Shares help expand the reach of your content beyond your own network. This also sends a signal to most platform algorithms about the quality of your video and content.
7. TikTok necessitates its own set of resources.
Because so many people are actively engaged on TikTok, it has become critical for brands to consider. However, it differs from other platforms in that it necessitates a significant amount of effort to develop specific content. You might want to think about hiring seasoned creators.
8. Try chaos if you want to be successful on TikTok.
Chaotic, unpolished content performs best on TikTok right now. Your content needs to have a very low production quality. Pro tip – Try piecing together very short clips, even cutting off the speech between clips. That chaotic bounce/pace keeps people engaged.
9. If it doesn’t fit your brand identity, don’t strive to be funny or trendy.
Not every brand needs to be hilarious or edgy. And definitely don’t feel like you have to insert Gen-Z-sounding lingo into everything. It risks coming across as very cringe, which will end up alienating your existing community if that isn’t authentic to your brand identity.
10. Make allowance for content production to keep up with the latest trends.
You need flexibility in your content calendar to create for specific trends of the moment. This is especially true for social media content strategy, and even more so on TikTok. Just don’t overdo content to satisfy these trends because that reduces originality and creativity of your brand.
11.Reaching out to influential people or content creators is difficult.
You can also try out influencer marketing platforms, but that can also be tough because you add a middle man. The quality of content may not be as high because you don’t have a working relationship with the creator. Sending outreach via Twitter or Instagram DMs is more acceptable but can be hit or miss.
12. Gifting can have a big impact.
There’s no obligation for them to respond or post publicly. This can yield great results when you’re thoughtful with the product or packaging experience.
13. Your influencer marketing budget is insufficient.
Influencer marketing and content creation are expensive. Costs per post can range from $500 to over $5000. Don’t try to lowball creators because you’ll get a bad brand reputation if you don’t have a high-quality, professional team in place.
14. You must be absolutely transparent about your agreements with influencers or producers.
A brand can NOT take someone’s content from their organic channel and run it as they please without an agreement and fair compensation.
15. Keep in mind that everyone is different.
Don’t fall into the trap of featuring faces in your content that all look the same. The pool of experienced creators is broader than ever. Make sure you’re being mindful of your content creation and marketing strategy to ensure you’re not missing out on the talent.
16. It’s impossible to disregard community management as part of a content creation plan.
Netflix, Spotify and Duolingo are examples of brands that deliver content that resonates with their audiences without trying too hard to be just like any other brand. Look to nurture your community relationships with your content creation as part of your content strategy.
17. Pursuing virality can be detrimental to your brand.
When virality is your true north, content creation becomes disjointed and sporadic. It doesn’t feel like you’re telling a cohesive brand story, but rather a series of short, unrelated stories. This can hurt your long-term brand building efforts as well as damage your reputation.