How to Create Content People Want to See

Content marketing should be an essential part of any organisation’s overall marketing strategy. Here at Red & Yellow, we teach brands to invest in content marketing to build their reputation and, in turn, meaningful relationships with their audiences. These relationships lead to brand loyalty and contribute significantly to building the trust people need to trial your products.

But how do you know that your content is what people want and need? Once you’ve published something, you can use data to measure how well it’s being received. But here are some pointers to keep in mind when you’re creating content to ensure that you maximise engagement.

Create content with a purpose

"Because" is never a good enough reason to create anything. Always consider what you want to achieve with your content. Each piece of content you create should have a specific goal attached to it. For example, is your aim to communicate important information, provide a point of view, teach your audience something or simply entertain them?

Create for your audience, not for you.

Remember, content is all about giving your audience something they need. The purpose you choose should tie into what they need - why do they need to see what you want to show them? You should always:

• Create unique content that reflects a strong understanding of what your consumer wants and needs.
• Ensure that your content is up to date so that it’s in line with current needs.
• Consider distribution platforms and which audiences they speak to. Visitors to your website are looking for different content compared to your Facebook followers. You should therefore always try to match the content to the platform that you plan to post it on.

Create professional content

This doesn’t mean that you have to pay someone to create content for you. Instead, it means:

• Make sure your audience understands when you’re an expert on your topic.
• Edit and proofread carefully to ensure there are no errors and make it look and sound professional.
• Make sure it’s accurate – fact-checking is critical and make sure you credit sources where necessary.
• Stay objective: Don’t try to put a marketing spin on everything you create.
• Be transparent: If you’re creating content with an obvious bias, make that clear upfront.

If you follow the tips above, you should be well on your way to creating trustworthy content that people actually want to see.

P.S. If you feel that you or your team could benefit from more insights like this take a look at our Digital Content & Copywriting or Digital Marketing online short-course to master this essential skill set.