5 Top tips on making the most of your content

Content is everywhere – whether in the form of digital, print or broadcast media – words, pictures or sound. It always was but lately it seems to have achieved buzzword status and a life of its own (and most business owners will be au fait with sites that can help them learn the skills involved in producing good content – e.g.  copyblogger)

Happily, good relevant content has always been at the core of excellent marketing. The main thing that’s changed in recent years, is that the market is much more sophisticated, there are many more opportunities and channels to get content out there, and we are all at it. So, in a digital world where everyone is a publisher, where do you even start?

Some top tips on managing and making the most of your content

1. Make sure you have a content strategy that’s part of your wider marketing strategy and addresses the following at the very least: What do you want your content to achieve and why? Who is it for, what do you want to say to them, and what do you expect in return? What business landscape do you operate in and what tactics will you need to use to stand out? How will you know when you have achieved what you wanted?

It’s so much easier to manage your content generation if you know why you’re doing it and have a plan of action for getting it out there.

2. Know your markets: Know who you’re talking to, what they’re really interested in, or concerned about, and where they go to discuss their issues, do your research and find out more. Join in the conversations and listen to what’s being said.

3. Don’t give them the hard sell: People don’t want to have to wade through the sales spiel to get to the useful information. Chances are, that if you go in with the hard sell, they won’t even get to the other stuff. That said, there’s nothing wrong with providing links to your website in a well-balanced article and suggesting they get in touch for a chat or ‘a more tailored solution’…

4. Tailor your content to your audience: Start with their interests (not yours) and add value. Get their attention and trust and, if relevant, offer them solutions.

5. Repurpose your content: If you have gone to a lot of trouble to produce top-quality content (which you will have done) it would be rude not to make the most of it. So, instead of reinventing the wheel why not rework your content, maybe for a different audience or a different medium, and share the love.

It’s about quality not quantity

Good content generation is not about bombarding your audience, with anything and everything, as often as possible. If you have something relevant and interesting to say for a particular media, or channel, your audience will be happy to read it. Don’t feel that ‘thou shalt blog once a week and tweet daily…’. Do what works for you and your readers. If you have nothing to say then it’s much better to keep quiet.

Good content is a great way to inform, educate, and entertain, and it should be part of the wider marketing process that leads to raised awareness and sales. It’s an important tool in the marketing arsenal but you can also have fun with it.

Let me know in the comments how you make the most of your content!

Deborah Rowe
Deborah Rowe

Deborah is a chartered marketer, member of the Chartered Institute of Marketing, and fellow of both the Institute of Direct and Digital Marketing and the RSA. She has more than 20 years of solid marketing and communications experience which she puts to good use as principal consultant of Sheba Marketing. Sheba Marketing provides no-nonsense business-to-business marketing support to small and medium-sized organisations that want to achieve great things.

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