Why content creation is worth the time
Creating written, visual, video, and audio content is time consuming. But its proven ability to deliver great ROI in the form or brand value and even bottom line results cannot be understated – providing you understand ‘how’ your target customers want to engage with your brand and consume the content you are creating.
Your customers, clients, however you describe them, are a particular bunch. They’re finicky not only about what they read, watch and listen to but also how often they do it and how long for.
They can access any amount of content in whatever format they want, and just as easily reject any article, blog, podcast or social media post thrust in their general direction if it doesn’t quite hit the mark of what they’re in the mood for.
If you’re a creator of said content it’s tricky to know what works and what doesn’t in terms of how well your content is perceived and received.
But unless you understand this, you may find yourself spending too much time creating content that the people who matter most to you aren’t that interested in receiving in the first place.
The challenge for content producers is not about HOW to cut through the noise, or even generating ideas that are unique and original. Rather, it’s about getting who your audience is and selecting the ideas that are right for them.
Unless you really understand your customers, don’t waste your time creating new content in formats they will never be interested in consuming.
Paul MacKenzie-Cummins
Put another way, it’s about developing content that seeks to address and provide answers to some of the challenges and pains they are encountering within their businesses both in the here and now and others which may be just around the corner.
So, think about what that might look like in practice. Suppose you’ve written a brilliant blog – well, don’t stop at that. What else could you do – maybe film a short video on your phone covering the key points of the article? Or record it as a podcast. You could also create a short animation.
Looking for content marketing ideas and support? Take a look here.
Why not do all three of these things. In doing so, you boost your chances of your content being seen, read or heard by a solutions-seeking decision maker.
Technology has opened up a wealth of possibility for all of us. Your job is to understand how it can be used to your advantage.
And before you bemoan “I haven’t got time to do all this stuff”, then right back at you; this “stuff” not only makes you and your business look good, it builds trust, enhances reputations and even if that sounds like a bunch of fluff to you – it drives new revenues too.
Yes it’s a time investment, but one that delivers an ROI far greater than any advertising or traditional marketing campaign ever can and we have plenty of examples of this on our Case Studies page. Take a look.
