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10 ways to create great content

We know content is important and it’s on a lot of our radars for 2014.

The Content Marketing Institute (CMI) revealed that 58% of marketers will be spending more on content this year. But, creating quality content for the web can be tricky. Here are our top 10 timeless tips to get you started.

1. Be relevant
Know the purpose of your content, why you are creating it and what you want to achieve. Ensure it is in line with your business objectives and overall strategy. This will keep your content on the right track. Be relevant with regards to your audience too. Listen and monitor what your audience is reading and sharing.

2. Be consistent
One single great piece of content will struggle on it’s own to increase the reach or retention of your audience. Being consistent and frequent with the content you publish and share keeps you in the minds of your customers.

3. Be real
It’s important to be human, personable and professional. The voice of your brand needs to be at the same level as your customers, you need to relate to them, the challenges they face and the things they’re interested in. This cultivates trust and loyalty with your company.

4. Be short and snappy
We use the internet all the time, on our phones, tablets, in cafés, on the train… and have access to all sorts of information, non stop. Our attention span and desire for in-depth analysis is becoming less and less. So, stay true to the medium and keep key information easily digestible.

5. Be varied
Have a brain storm about what content you can create for your customers and come up with a range of topics to base your activity around. Collaborate with different people in your organisation, different departments and employees to share their knowledge and their interests with your customers. Use different methods of communication, whether that’s a short video tutorial or Q & A piece with someone from your company.

6. Be led by your audience
Invest the time to research and find out what your audience is interested in. If your content is relevant to your consumer, it gives them a reason to stick with you. Your content becomes valuable to them and being involved in your brand means they have access to things they didn’t have before. Develop content for different types of customers, those aware and supportive of your brand, potential, current and past buyers of your product or service.

7. Be searchable
Search engines are driven by relevancy to the user. Incorporate the correct relevant keywords to help Google correctly index the your content. It’s important to have a balance between content which is optimised for search engines, with content that is written specifically for your audience.

8. Be responsive
Make sure you measure and respond to everyone who engages with your content. Not only does acknowledging social shares and comments have a positive impact on those customers in dialogue with your brand, but also those researching your products and services.It shows you value your customers, respond to their questions and are involved in the conversation.

9. Be integrated
Integrate your content across all your relevant communication channels. Post on Twitter, share on your Facebook page or send it out in an email. Integration is also about providing the directions for your customers through your content. Make sure if they want to find out more, or they would like to see an example, you’ve provided them with easy to find ways to do just that.

10. Be confident
Try not to be apologetic with your content. Be authoritative. Know that your content is interesting and is of value to your customers. Be passionate about the fact they will want to read it. Enjoy it and don’t be shy, you know your stuff.

Take these top tips away with you and be analytical about the content you see online. If you have any questions about content marketing and the services we provide at Mackman get in touch via