Today’s episode is all about content generation! This is, of course, the fifth step in our 9-step digital marketing process, and like many of the latter steps it’s designed to be an ongoing process – whether you are posting on a blog, working on social media, or sending out emails, your brand is always creating some type of content. And content can be – pretty much everything that appears online (although some of it, like metadata, is very technical content with more limited uses). That includes videos, images, links, and all the other things that our screens can show these days.
Content is what helps your brand attract, engage, delight and inform prospects and customers. It helps you find new leads, turn leads to customers, and bring old customers back. We could go on, but we encourage you to read this really great in-depth description from Hubspot.
However, because content covers so much, it’s common for businesses to have a lot of more specific questions about it. So today we’re talking time to go through some of the most common questions we’ve gotten about content, and everything you should know.
1. What Are The Different Types of Content?
Things you can consume online are content. That includes images, graphics, video, audio, text, interactive content, and anything else that websites might create. The same concept can be used to create many different types of content
2. What Does It Mean to Be a Content Creator?
A creator is anyone making the content. The people behind the mic on a podcast (hi!) are content creators, as are people filming with their phones or typing on their computers. Content creators also have access to many different tools they use to fulfill their tasks – and are widely available.
3. What is Content Creation on Social Media?
This involves creating content specifically for a social media platform. For example, if you are creating content for Instagram, you will be focusing on images or shorter video content. YouTube supports longer video content. Facebook is very versatile for combinations of texts and images. LinkedIn is more suited toward think pieces – and so on. Each platform has best practices for images, text length, etc.
4. How Do You Create Content?
Ultimately, your content creators need to come up with their own preferred ways to create content. On the strategy side, content often begins with research on keywords and topics to create an outline or plan for deeper content creation. Sometimes a simple Google search is a great place to start (Google is also a great place to find related ideas for further content). Longer pieces of content, like a brand story video, can take weeks of preparation before filming even begins – and may obviously require more physical tools!
5. What is Content in Writing?
Posts, ebooks, whitepapers, emails – mostly anything that the business writes down counts here! Yes, this even includes more technical content, which is very valuable for educating your customers and providing product information so people can make up their minds. Keep in mind that written content can also easily be produced from videos or audio and used in different ways for a popular topic. There are plenty of other resources out there – and willing freelancers – to help you that there’s really no excuse to avoid written content.
6. Why Is Content Optimization Important?
You want people to discover the content you made! Content optimization is all about setting up the right links, hashtags, keywords, and other components so that the content you make is easier for people to find.
7. How Do You Deliver Content Effectively?
Delivery requires effort – if you want people to see your content, you have to work at it. This includes sending emails about it, making blog posts about it, and creating ads or promoted posts to help support it. Yes, this usually means putting some dollars behind your work – which is another reason to make your content as high-quality as possible!
8. What Makes Content Interesting?
While it can vary, educational, entertaining, and engaging (the three E’s) content tends to be the most interesting. Content should fall in at least one of these categories – and do so clearly. When in doubt, keep in mind that you have some of the best knowledge about your customers and industry, so create content you know will interesting them.
9. What Does Content Curation Mean?
This refers to taking content that other people have created, and providing it to your own customers. This happens a lot on social media sites, where people repost quotes and images (with credit) to help their own followers. It’s also a handy way to tap into the energy that a lot of very popular posts have created – and a potential choice when you don’t have anything else to use.
10. Is Content Important for SEO?
In its own way, SEO is content – keywords, metadata, descriptions, and other parts of SEO are all forms of content. Remember, Google looks at everything on your site, so all content plays some role in SEO. In other words, yes – content is very important for SEO!
Do you have any additional content generation questions? Please ask us! Drop us a note on social media @21handshake and we’ll get back to you.
If you found this episode educational or helpful, we’d love to hear from you! If you have the time, please leave a review, subscribe for more episodes, and maybe even share with a friend. Until next time.