Creating content that works for your clients

Every successful content strategy centres around its audience. But what exactly do we mean by that?

In many ways, content has surpassed direct advertising in both quality and quantity. Why? Put simply, it’s because audiences just don’t want disruptive advertising negatively impacting their online experience. It is also worth noting that consumers have become extremely adept at ignoring sales-focused social media posts.

So, you need to know how to create the right content at the right times if you don’t want to waste your valuable time and resources. But how can I do that, we hear you ask. Let’s delve a little deeper together to find out.


The process of creating engaging content

Although there are very few hard and fast rules when it comes to creating engaging content because every practice is different, there are several tips and tricks that we can share to demystify the process somewhat.


– Do: Know your audience

If you don’t know your audience, how can you create content they want to see? Use your understanding of your audience to create comprehensive buyer personas that you can refer to when planning your content schedule.


– Do: Ensure each piece of content you create has a purpose

If you don’t know why you are sharing a specific piece of content, the chances are your audience won’t get much value from it.


– Do: Utilise calls-to-action (CTAs)

Particularly important for boosting engagement, CTAs will encourage your audience to take an action in response to the information contained within each piece of content.


– Do: Tailor content to each target platform

The best content can be shared widely but it must be tailored to the unique nuances of each platform if you want it to perform to its potential. For example, you will want to keep each tweet short and concise, but you could delve a bit deeper into your subject matter on Facebook.


– Don’t: Approach content creation with an advertising mindset

Your content should help you to connect with your audience in valuable and meaningful ways. Focus on building a relationship with your clients and sharing important information that will instil trust in your practice.


– Don’t: Overlook reactive marketing

Maintaining a reactive approach is an excellent way to demonstrate that you are a leading practice that keeps a finger on all emerging trends, information and news stories.


The importance of content calendars

A content calendar will help you to connect the components of each campaign you are running and ensure that you don’t miss out on any key content opportunities. From relevant dates to holidays and events, a calendar will help you to plan and implement a strong body of content that will communicate the ethos, values and capabilities of your practice.

It is also a good idea to include the times of the day you will share content to different platforms. For example, content shared to Facebook in the early afternoon generally secures more shares, whereas content shared later in the afternoon is more likely to secure more clicks. 


If you need help or advice when it comes to engaging content creation, please just get in touch. Our team are always on hand to help!