10 steps to successfully creating engaging content online

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The content you publish online can be anything from generally engaging blog posts to infographics or success stories. But it all needs to be created according to a single plan: an engaging content development strategy.


A good strategy for creating engaging content consists of:

Content creation

Planning

Research

Promotions

Optimizations and

Performance monitoring

The purpose of this is to make every interaction you have with a potential customer a positive experience and to lay the foundation for trust.


Creating content for the web is a process that involves planning, distributing - sharing and publishing content on all the channels where your target audience spends the most time in order to achieve your business goals.


Content creation is part of the marketing strategy I've already written about.


What's important about this?

Strategy and planning

Researching the topics and desires of the target audience

Writing and creating visual content

Search engine optimization

Publishing

Promotion

Monitoring performance

All of these processes are closely related to each other and help you connect with your target audience.


The main reasons why you need a content creation strategy are that it can save you:

Time. Planning can help you meet deadlines and avoid overwhelm.

Effort. You will only create content that is based on thorough research and tailored to your business goals.

Money . You will optimize content, carefully select promotional channels, and track performance.

Let's take a look at the 11 steps needed to make your content attractive to your target audience.


STEP 1: SET GOALS

First, ask yourself a few simple questions:

What added value does this content have?

Where will you publish this content?

What is the level of expertise of your target group?

How will the content differ from the competition?

Then:

Set measurable and realistic goals so you can measure whether you have achieved them.

Choose individual goals for each section based on content funnel stages, promotion channels, and audience specifics.

Align your content goals with your marketing strategy and make sure that the content contributes to achieving business goals and is also profitable.


The AIDA model: With certain content, you must first draw attention to yourself, get noticed, then arouse interest. This is followed by posts that create a desire for the product, and of course the goal is conversion (purchase, call, inquiry, event registration, etc.).





STEP 2: TARGET AUDIENCE RESEARCH

The easiest way to gather information about potential customers is to create an ideal customer profile, which should be based on a complete customer analysis.


Here are some of the key parameters:

demographic data (age/gender, location, professional/family status, etc.).

values , attitudes and goals

professional/personal goals (beliefs and values).

pain points and challenges (obstacles and fears).

influential factors and sources of information (popular events, influencers and media).

purchasing process (purchase frequency, decision-making process, etc.)

More in the free e-manual here!


Research tips:

Use qualitative and quantitative data

Use all available resources, even unusual ones like your competitors.

Focus on a specific buyer profile and their specific needs: don't try to cover everything with one piece of content.


STEP 3: "STORYTELLING"

Our own experiences and insights have the greatest power when we want to present our product or service to a customer. People trust those we know or at least know something about. With stories, we can achieve such trust 1000 mobile number list pdf download free faster than if we just provide information about why our product or service is what our customer wants.


Storytelling tips:

Be authentic

Strive to create a positive impact: remain kind and honest.

Don't oversell and focus on adding value: If you create content just to sell, you risk losing customers as soon as they buy (or even before they buy).


You can download the e-manual on how to write your own story here!


STEP 4: SALES FUNNEL ANALYSIS

Using a sales funnel requires consistency. This means recording all interactions we have with a potential customer in the sales funnel, attaching the necessary documents, and noting what the next steps are and when they need to be taken.


Consistency also requires us to carry out those sales activities that are planned in the sales process.


It is important not to skip planned sales activities, as this leads to a decrease in the likelihood that a potential customer will actually make a purchase.


Funnel analysis tips:

Make sure all stages of the buyer's journey are covered: divide or plan your content by funnel stages.

Find gaps in the effectiveness of the content you've deployed: Implement ongoing monitoring to make sure the effectiveness of your content doesn't change over time.

Run A/B tests for each stage and find the perfect selection.

Choose promotional channels in advance to avoid driving people who are unfamiliar with your brand to a product call-to-action (CTA) page.


STEP 5: PLANNING

Planning your content posts is a very important part of your journey, mainly because it can save you a lot of time.


Therefore:

Prepare a content publishing calendar.

Link this to each marketing campaign and identify stakeholders and responsibilities for each task.

Make sure your content is appropriate for each stage in the sales funnel.

Set realistic deadlines and take care of unforeseen problems.






STEP 6: CONCEPTUAL DESIGN

Searching for topics and keywords is a common routine when creating content.


You can do this in different ways:

Brainstorming with the group

Research competitors (direct and indirect) in your industry.

Surveying customers, analyzing their questions

View popular topics on Google search

Researching the best bloggers in your niche and collaborating with influencers

Monitoring comments on social networks

Using advanced tools


STEP 7: WRITING CONTENT

Anyone who has embarked on an independent business journey knows that without dedication you never start anything and without consistency you never finish anything. You always need to try and jump out of your comfort zone, learn and grow. The same goes for consistency when creating content for social networks.


Writing should become a routine task that, with consistency and practice, you bring over a long period of time to the point where you create content easily and with great joy.


Content writing tips:

Make sure your texts are easy to read.

Be stylistically and grammatically correct: use spell checkers and proofreading tools.

Maintain a consistent tone of voice: avoid jumping between informal and formal styles, for example.



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STEP 8: OPTIMIZATION

How many times have you searched for information on Google and gone no further than the third or fourth page? Chances are, this has happened very rarely, if ever. Most people stop at the first or second page when searching for information on the Internet, and if they don't get the information they want, they abandon the search or change their search phrase.


Therefore, it is necessary to strive to achieve a good position in search engines, and SEO optimization makes this exactly possible.


Content optimization tips:

Write longer content focused on one topic

Make your posts more visually interesting

Get links to your content

Include internal links

Install SEO plugins

Improve your URL structure


STEP 9: PROMOTING CONTENT

Promotion is actually the simplest way to advertise on social media , and it mostly appears on your timeline as a regular Facebook post. So when you upload a new post to your business's Facebook page, you can immediately or after a while decide to invest money in it — thereby starting a "promotion."


Content promotion should be linked to the goals you set at the beginning. To allocate your budget wisely, you need to align your content piece with the chosen promotion channel and the conversion path step it covers.


Tips for promoting content:

Create a content publishing strategy

Reuse content on other channels so you don't have to create it from scratch


STEP 10: MONITORING PERFORMANCE

For many small business owners, analytics, or measuring and tracking performance, is still mission impossible. Tracking return on investment ( ROI ) isn't as sexy as measuring web traffic or web conversions, so it's rarely talked about and often ignored.


Most of the time, you'll remember to track your efforts only after your ad campaign has started, but at that point it's almost too late.


Tracking should consist of these two intersecting cycles:

reviewing and updating existing content;

and analytics and performance prediction.

Tips for tracking content:

Monitor which distribution channels are more effective.

Never stop monitoring and auditing your content, as the world of digital marketing is ever-changing. Try advanced content analysis tools.

Continuously improve your existing content development process


TO CONCLUSION:

If your content marketing is failing, it's likely because the content isn't relevant to your target audience. Consistency and a holistic approach are required to succeed.


Take the time and effort needed to structure your process, identify weak points, address potential issues, and focus on the wants and needs of your target audience. Only then will you achieve the business goals you have set for yourself. I wish you successful content creation.