In a digital marketing sense “Content” is anything you put out online that is directed at an audience - your audience. Content marketing encompasses any way you communicate with your clients or potential clients, and it’s a vital tool for you to build your brand and set yourself apart.
It can be written content (web pages, blogs, articles, social media posts), picture content (infographics, curated photos, logos, posters), video content (interviews, piece to camera, educational videos), or even audio content (podcasts, sound bites). By now you’ve probably got the idea that content can be just about anything, and the type of content creation, or content marketing, you pursue will depend largely on your brand and your ideal target market.
The thing many businesses seem to overlook when they are pumping out content is that they are writing to an audience - and usually a very specific one at that. It’s not enough to have content that’s catchy and stuffed full of information, you need to be creating content that is targeted specifically at your ideal client. This is where the Unusual Team can really help. We’ll help you to identify your target audience and figure out what sort of content, style, language, and tone they’re looking for. From here we can assist in content creation for all sorts of projects, such as:
- Website Copy: Your website is so important to your business. Not only is it the only piece of online real estate that you actually own and control, but it’s often the first place potential clients will go to learn more about you and your brand. Like it or not, those visitors will judge your business based on the content they find there. That’s why it’s so important to make sure that your website copy is strong and effectively speaking to your ideal client.
- Blogs / Articles: As a part of your content marketing strategy you want to be putting out regular, value-adding content that keeps people coming back to your website and social media pages, and just generally keeps them interested in the brand. One of the best way to do this is through a regular blog or article series. These pieces can be as professional or as conversational as you’d like them to be, and the Unusual Team can help you decide on length, tone, and frequency based on your identified target market. From here we can use your blogs to anchor a monthly newsletter, or repurpose them into social media posts.
- Brochures / Collateral: Your marketing collateral needs to be as polished and effective as possible. If you are going to spend the time and money producing brochures, flyers, posters, and the likes, whether they are intended to be digital or print, then it’s always better to get it right first time around. Unusual Comms can assist with everything from initial strategy, to content creation, layout, and graphic design.
*If you’d like to know more about our podcast creation services, and how we can help to strategise appropriate content and produce the series, click here.
It’s important to remember that although we are writing for people, we always need to keep the great Google gods in mind. After all, a major goal of content marketing is to get your site ranking on page 1 of Google’s search results. This means that when creating your content Unusual Comms will carefully consider SEO, semantic indexing, appropriate keywords, and necessary word length. For example, Google love sites that are regularly adding new content but in order for a page to rank it needs to be at least 300 words; this means that we never want to be putting out blogs, articles, or web pages under this minimum because they will not appear on Google search and perform as we’d like them to. It’s careful considerations like this that set the Unusual Team and our kick-ass content apart.
Want to know more about our Content Creation services? Schedule your free discovery call with one of our content marketing strategists today.
When you start out on any marketing journey, regardless of your brand or your products, one thing is clear: you’re going to need someone who knows their way around the English language. At Unusual Comms we call these people our “content writers”; they’re the kind of people who love playing scrabble and can pump out 1000 words on paper like it’s nobody’s business. They’re also very good looking with an amazing sense of humour. (and, spoiler alert, they may be writing this right now).
The thing you’ll quickly realise when you start hunting for your language expert is that, in the marketing world, these people fall under two categories: copywriters and content writers. If you haven’t been around the marketing block for very long then you might be scratching your head wondering what is the difference between the two, if there even is any. Is content creation just a fancy new way to say copywriting? Are the two interchangeable? Or is one better than the other?
Well, don’t worry. We’re here to set you straight about all the ins and outs of copy versus content so that when you look for your language expert you can make the right decision for your business.
First of all, copywriting and content creation are not interchangeable words for the same thing. You may see people use them interchangeably but those people are wrong - and you maybe shouldn’t hire them.
Perhaps the most traditional form of written marketing, copywriting is writing that’s specifically geared towards advertising a product or service, and its sole purpose is to be used for promotional materials, marketing or advertising. Think of a McDonald’s TV ad: the company isn’t trying to educate you or offer you anything new or valuable per se, they’re trying to get you to buy a burger. There’s no veil around it, it’s plain and simple, ‘in your face’ advertising. Copywriting is this sort of marketing in written form: it often involves one line slogans, catchy click-bait headlines, or posters and pamphlets that are specifically designed with the intention of capturing your attention and selling you a product.
There are some content creators out there who would try to convince you that copywriting is BAD and old form and that there’s no place for it in a modern marketing world, but honestly that’s not true. Copywriting is a great tool when it’s used as it was intended. The problem comes when people try to use the formula of copywriting in areas and on platforms where they really should be sharing content.
See content writing isn’t about sharing your catchy one-liners or throwing products in your customers’ faces; content is created in a way that’s designed to entertain, entice and add value to your target market. As the old adage goes: “You catch more flies with honey than you do with vinegar.” Well, you’re more likely to build a loyal online following by offering your clients content that they actually want to read than just bombarding them with demands for their money.
The beauty of content creation is that when you put it out into the world (on your social media pages or your website) you’re actually not asking for anything in return. You’re giving to your clients freely in the hopes that it will build trust and win them over as loyal customers and not just once off buyers.
So when should you use a copywriter and when should you be looking for a content creator? The question becomes one of motives: are you looking for quick sales and one off buyers? Copywriting may yield the results you’re looking for. Or are you trying to build brand awareness, and gain a loyal online following that you can depend on and leverage? Content is the only way to go.
If you want people to follow and regularly check in with your brand online then you need to give them a reason to, and creating and sharing relevant, value-adding content does this.
So if you take anything away from this it should be:
- That our content writers are ridiculously good looking (hence why we have to hide them behind the computers all day).
- That copywriting and content creating are two completely different things that serve completely different purposes.
If you’d like to look at creating original content for your business in order to reach more clients with your message and create a loyal online following, then you can schedule your free discovery call with one of our content creators here.
Creating content that is fun, conversational and unique, without being simply more internet ‘fluff’, is a learned skill and it’s one that involves a lot of practicing and a lot of trial and error. Having said that there are a few hard and fast tricks when it comes to creating content for different platforms.
By far, one of the hardest spaces to create content for is social media, and this is for a number of reasons. One is the sheer volume of content you need to create in order to keep your brand appearing on your customers feed; the other is knowing exactly how to ride the line between value-adding content and calls to action. If you’d rather not think about all the ins and outs of it, our content creators are always here to help, but if you’d like to learn how to create content for social media yourself here’s our step by step guide:
1. Have a Calendar
It’s a simple thought, we know, but it’s amazing how much something as easy as using a calendar will help you to organise your thoughts. The Unusual Team use calendars to first break down our social media content into monthly topics, and then break each day of the week down into different formats.
|Wednesday||Testimonial or Case Study||Infographic||Top Tip|
|Thursday||Quote||Testimonial or Case Study||Infographic|
|Friday||Video||Quote||Testimonial or Case Study|
This helps you to know what you’re posting, when you’re posting it, and where you’re posting it to, and having your topic already set out for the month will make coming up with the ‘top tips’, or finding those ‘quotes’ so much easier
2. Use Public Events To Inform Your Content.
This is another way that a calendar helps. Making use of public holidays and events will help take the pressure off by giving you something new and fresh to post about every month.
Find the events that are relevant to your brand and your target audience and create some of your content around that. Doing this will also give you the chance to ‘piggyback’ off events with a larger audience by tagging the organisation or event, and hopefully getting a bit more traction for your business.
Websites like Our Community are great tools for keeping track of what’s happening when.
3. Set Up Google Alerts
Google Alerts will allow you to set up an alert for any subject that could be of interest to you, your business, or your clients, and either weekly or daily (we recommend weekly) Google will send you an email with all the top ranking articles on that subject.
Often you’ll find that just reading through the article titles is enough to overload you with inspiration for your social media content, but some of the articles are definitely worth a read and perhaps even a share across your social platforms.
4. Link People Back To Your Website
The majority of businesses spend a lot of time and money creating the perfect website only to seemingly forget about it. Your social media content should add value to your audience but ultimately it’s about converting potential clients into purchasing clients, and there’s no better way to do this than by getting them on your website.
If you find that one of your biggest frustrations with content creation is trying to find a way to reword the same information from your website month after month then stop it. Create a post with a few quick lines that introduce the product or the service or exacerbate the pain your clients are feeling and then link them to your website and let it do the talking!
5. Repurpose, Repurpose, Repurpose.
When we speak to our clients we find that a lot of their content creation exhaustion comes from the thought that they need to be constantly spitting out fresh content every day of every week of every year but that’s just not the case! It’s all about mastering the simple art of repurposing.
If you have a regular blog, podcast, or video series then these are wells of repurposing gold for your social media posts. Not only should you be sharing these across your social channels but you can also pull out quotes, sound bites, infographics, short videos, and top tips. The key to repurposing is to rotate your content. Don’t send it out into the world all at once; sit on those Facebook and Instagram posts and filter them out at different times throughout the month.
If this has all left you scratching your head, don’t worry. You can schedule your free discovery call with one of our content creators here and let use take care of all the hard work.
It’s a question every business owner and marketer has asked themselves: “How do I get the most out of my content marketing?”
Well, at Unusual Comms we believe in the old adage: “If you fail to plan, plan to fail”. And for us that means before you start any project, you need to make time to put some plans and strategies in place. And a big part of any communication strategy should always be to figure out who you’re speaking to.
If you know that your content marketing strategy needs a lot of work check out our Strategy Sessions here
To use a very simplistic metaphor if you get up on a stage and start speaking Swedish in front of a Chinese audience your message probably won’t ‘break through’ very effectively. So first thing’s first, you need to make sure you’re speaking your clients language.
From there you want to take some time to understand your ideal client’s habits and lifestyle in order to understand how they like to receive content:
- Are they time poor? Try creating a podcast.
- Do they like quick tips? Offer them short videos.
- Are they millennials? Look into utilising Snapchat and Messenger.
Meeting your clients where they are and offering them content on platforms they already use will increase your consumption rate and engage them on their level.
So now that you know your message isn’t falling on deaf ears (massive win), you need to make sure that you’re not so busy firing our arrow after arrow that you actually fail to hit the target. Time and time again we see people and businesses try to cram as much information into the short space of their blogs, web pages, videos and podcasts as they possibly can. Don’t do it! It confuses your clients, dilutes your message, and let’s face it if you put all your best content into one blog, what are you going to talk about next time?
If you take away only one bit of golden advice from the Unusual Team let it be this:
“Stick to one (only one) point in each of your communication pieces.”
Although, we have so much more advice to give than just that so if you’d like some more free tips and guidance, browse the rest of our blogs here.
Our final suggestion to really get the most out of your content marketing is to share your content like a kid shares the chicken pox (with absolutely everyone they come into contact with).
We encounter so many business owners are shocked when their blogs or videos don’t gaining the traction they’d initially hoped for, but then when we question them about how they’re putting their content out for clients to find, we inevitably discover they didn’t bothered to share it! And don’t misunderstand us, social media is a great start, but surely, we can get a little more creative than just posting it on our Facebook wall? What groups are you a part of that you could share your blog to? Do you have a newsletter you’re sending out to your clients? What friends do you have in complementary industries that you could be sharing (and creating) content for?
And contrary to popular belief, it’s not enough to just share your content once and forget it; diarise to share it a second and third time a month or two apart. Many times articles or podcasts will actually get a bigger download on the second or third share.
So, you see, with a little thought and a bit of planning you’ll be able to look through your existing content and put a strategy in place to ensure your content is working towards success. If you recognise that you need a bit of help reaching your clients and getting your content marketing strategy in place, or if you’d like to outsource your content creation, book a free discovery call with one of our content experts here