How to curate the most effective content

Sharing a compelling and resonating story to your audience is a goal for any brand. Andrew Davis, a keynote speaker states, “Content builds relationships. Relationships are built on trust. Trust drives revenue.” From a business perspective, content creation is an integral part of presenting a brand.

Nowadays, content creation is a must-have thing to effectively communicate important information. This can be through various social media channels, blogs, digital presentations, and websites, etc.

What makes the content effective?

Content strategy should be a foundation in curating effective content. Content strategy helps in documenting your marketing plan as it gives you a structure and keeps things organized. There are different ways of how we can develop a content strategy.

Firstly, understanding the ‘why’ or the purpose behind your venture. Simon Sinek, an unshakable optimist describes a golden circle as Why, How, and What? He states, “Very few people or companies can verify why they do what they do.”

Now you’d be wondering how does this relates to creating effective content?

Imagine if you don’t clearly understand your business and the value proposition, you can’t expect your customers to understand your product/services. Delivering content is about clearly understanding the value it brings to the user. If you clearly articulate why it’s worth their time then it’s like hitting a jackpot.

Secondly, customers are enticed by the art of storytelling. If you’re able to sell a story to your customer, you build brand loyalty. Let’s take the example of Apple, Steve Jobs was the one who told those stories. We’re all emotional people and Apple has always targeted emotional intelligence to sell their story. How do they do it?

1. Entice the audience first and then introduce the product
2. Build suspense
3. Resonate or focus your story on customers successfully using your product

We understood the why behind the content but what’s the guide behind curating effective content?

How many times have you read a blog halfway and realized that it doesn’t answer your questions? Often, right? This is how you can solve this issue:

1. What problem are you solving for your customer and how you’re unique

The product or the service you’re trying sell solves the customer’s problem. Your content acts as an educator for the customer. This can be for the new customers who are trying to understand your product/services or the existing user who is looking for solutions to the existing challenges.

Your content is a reinforcement of your solution and this is where is you can showcase your uniqueness as a brand. Competition is always a potential threat to the business so your customers need to know how you’re different or what makes your product/services better than others. This is where content can change the decision-making process. Your content needs to sell a story and prove why you’re worth their money and why you’re worth their time.

2. Find your target market and brainstorm their journey

Content is about understanding who your customers are and how they interact with your brand. Who will be reading your content and how many people would be reading it?

Your content should be more than one type of customer. In terms of selling sneakers, try to publish content that is relevant to different stages of the buyer’s journey. Effective content allows the customers in decision making and move ahead with the sales process. Make sure to use different calls to action as this engages the customer.

3. Provide your opinions on different things

As humans, we seek validation and encouragement every day. Try to provide your opinions, quotes, or attribute other sources so that the user can relate their problems with your solutions.

Try to curate content that is customized and humanizes their problems. Link your content with third parties which align with your core values, opinions, and create that sense of community.

Make sure it’s not self-centered content because the user would be more interested in validating their problems with your brand. Further answering users’ common questions in your content allows them to connect with your brand. These can be FAQs or blogs with your current existing challenges that users may face. While curating your content, be very selective as you’re trying to sell your unique value to them. Anything which is off-track will misguide the user.

4. Being elegant in the way you present

The interactivity of your blog, EDMs, social media channels depends on the style of typography.

Texts are a major source of information. Your text is the medium of communication and the fonts attract the readers. Interactivity through your text is an influential intellectual as it showcases the mood or feeling.

If we take the example of storytelling again, it carries a rhythm that creates value for the readers. On average, a person goes through 5000 ads each day so how can you make that one interaction count? Users remember the fonts that you present in your visuals. It specializes and acts as an identification for the brand. Once you have a good visual, selecting a good title will attract the readers.

Outsourcing has been the optimum solution for curating effective content. 

The data from B2B and B2C Content Marketing 2020 suggests that 84% of companies outsource their content creation. Why?

There are several benefits of outsourcing your content creation:

1. Businesses will have more time to work on other activities like sales and operations. Many SMEs don’t have the time and expertise to create content. Trying to save money they don’t realize that content creation takes a lot of research, analyzing, and writing which can be a full-time job.
2. Outsourcing allows you to publish more content and create high-quality engagement. It’s important to utilize the time efficiently so that the content writer can provide the best content and businesses can work on creating an experience.
3. Outsourcing will allow you to have a different point of view. Content experts work with different industries and are experienced with what works in the market.
4. Outsourcing allows you to reach a wider audience and have customized content. One of the key benefits of reaching a wider audience is being able to experiment with your content with different users.

If you’re unsure how your company can benefit from content strategy. Get in touch with us! At Robotic Marketer, it is our mission is to be the best; empowering talented marketers to produce outstanding results for small and medium-sized businesses. By constantly improving how we work, our technology, systems, and processes, we deliver the best possible marketing solutions to our clients.