When it comes to written content, we know that consistency is key, but valuable content matters as well. Search engines certainly care about consistency, but they also care about value. And the humans reading your content (otherwise known as your prospective customers) absolutely care about the value of the content you provide.
Yes, you can crank out a bunch of content for your blog or other digital marketing and post it here and there when you have time. You can also pay someone from a low-cost task contracting website to write content for you to post consistently. But do either of those things create valuable content for your audience? Sometimes, but not always.
When it comes to creating valuable content, there are a few key things to keep in mind.
Know your audience and what they need
First and foremost, you have to know your audience. Who are you writing for? What do they need? What matters to them? If you have more than one target audience, you need to factor that into your social media and blogging strategy. Some organizations have a clear, easy definition of their audience, while others are juggling a much more complex range of audience needs. Once you have your audience and their needs clearly defined, you can create valuable content to serve those needs.
Find your voice
You have to be authentic if you want to stand out. You started your business or nonprofit because you have something valuable to offer, right? Trust yourself and be who you are. If you try to be something you’re not, people will see right through it.
When it comes to finding your voice, ask yourself how you want to be known. Who are you as a business? What do you want your relationship to look like with your customers? Explore your personality and see how it can help you define the voice of your business. If you’re a straightforward, business-minded law firm, be that. If you’re a fun and quirky coffee shop, be that. Don’t try to imitate your competitors or be something you’re not. Find your voice and own it.
Wait a day before editing
Lastly, it’s always a good idea to wait a day before editing your content. It gives you the opportunity to step away, let it sit for a while and come back to look at it with fresh eyes. You’ll more than likely find small grammar or spelling errors that you may have missed the first time through. You may even realize that what you thought you were trying to say isn’t as quite clear as you wanted it to be. There’s also the option, of course, to hire an editor to take another look at your content as well.
The content you create helps people get to know you as an organization. Don’t miss out on that opportunity by rushing through your content or failing to write content that meets the needs of your audience.
If you need help with creating consistent and valuable content for your website or social media, we have blog and social media content packages designed for small business and nonprofit.