What is content? Is it all relevant?
Content, in fact, encompasses all forms of creating information on a given topic or organization to share with all stakeholders. As explained in the E-book “Guide for Creating Content”, developed by BloomCast Consulting, there are several types of content, such as Podcasts, Webinars, Blogs, Infographics, newsletters, among others. These are diversified content using different creation bases that aim to achieve the same purpose: attract more consumers interested in the content developed by the organization.
What is considered relevant content?
We already know that content is considered relevant when several factors are met, namely: relevance, structure and usefulness. In this way, the contents must be built according to a specific audience and having their needs as a priority, in order to inform, captivate and retain that same audience, thus creating a positive perception of the organization.
How do you determine what is relevant content?
The idea of creating a content seems to be simple, since sometimes it’s thought that it’s enough to work on a theme and define how it will be disseminated, if, for example, by podcast or newsletter, but in reality it’s not that simple. Today, more than ever, it is necessary to consider what people are looking for, where they are looking and when.
In this sense there are some important steps to contemplate when making the decision of the content to work:
Think like the costumer
It’s easy to fall into the presumption that we know what costumers think and want but is not always so straightforward. Since they are currently more demanding and change their needs and desires so quickly that we must be able to act accordingly.
How can we think like a customer who today seeks to know about X and tomorrow about Y? The answer is simple. In fact, questioning and asking customers for feedback can really make a difference. In 2019, 42% of companies did not ask their customers for any feedback. And that begs the question: how is it possible to say that a company knows what their consumer wants when they don’t really try to know? Although the present reality points to a greater concern on this matter by the companies, in seeking feedback and analyzing the happiness of the consumer with the monitoring services of social networks, there are still many companies that do not give due attention to this factor and the truth is that this is undoubtedly one of the best ways to perceive customer satisfaction with the product/ service and it is free.
Define the approach to be taken
What is the real goal of understanding what costumers are looking to know or buy? The answer is simple. By knowing what is truly useful and interesting for the target audience, we can define an ideal approach to answer any questions that might exist, thus creating relevant content.
It’s essential that companies/ brands have in mind that, nowadays, time is one of the customers most valuable asset and no one will give it up to watch content that is not of interest to them.
Use current trends to your advantages
It is important to note this step does not apply to all organizations.
Content on current issues, such as the Covid-19, which attracted countless people to seek and consume different types of information, is a very effective way to keep the organization’s channel up to date with an interested and loyal audience. But, on the other hand, it is important to analyse whether your organization can, in fact, work with these themes. If, for example, you can find and interesting angle that makes sense, then use it, as it will significantly increase the interaction but if you can’t, don’t invest in this action. Forcing current affairs to the wrong audiences can not only discredit your organization, but risk transmitting wrong information.
It is not so much a tip on how to build relevant content, but rather, how to attract people to consume that content. The frequency of publication is one of the most important points when planning the entire content process.
There are several questions that arise when faced with this planning phase: what is the best time, day, platform to publish? How often should we publish? These questions are legitimate, but the answer is not certain. For some organizations, for example, a weekly podcast may be the best frequency, but for others, three weekly publications are the ideal. It is important that we always keep in mind that the frequency depends on the type of content and the format we are thinking of developing.
However, there is a practice considered as undeniable: the more content developed and published monthly, the more traffic and engagement it will have. In this way, organizations that publish, for example, four weekly posts on their blog have five times more traffic than those that publish a weekly post or less.
Quality vs. Quantity
it is not ideal to flood your social networks with content. If, so far, it is not your practice to publish content on a regular or massive basis, then you should not suddenly implement it, as it can lead to those looking for your organization for more information to quickly become saturated.
In this context, consistency is the most important, and ideally, you should start with a weekly publication to show that you create relevant content, monitor engagement metrics and evolve to three, four or even five weekly publications, but having always based your metrics. Thus, the important thing is to feel that the content you create is of interest to those who read it and that is bringing positive results for your organization.
Ways to create content more easily
Creating content is a task that requires time, effort and knowledge f the areas and subjects of the moment. Fortunately, today it’s possible to have access to numerous online tools that facilitate our work.
In this sense, for the creation of content it is important to schedule what is published, and for this there are platforms that make this whole process more agile, namely:
- If you use WordPress, Edit Flow is a free tool that allows your team to better manage material, starting with the publication calendar.
- Oktopost, which allows, in addition to the publication calendar, a specific analysis for each post or campaign, realizing the return of your investment.
- You can read more suggestions here.
In this way, creating content can prove to be an excellent communication initiative for your organization, since it allows you to be found by your target audience, positions it on the search engines like Google and, at the same time, strengthening and increasing your visibility and credibility. That said, it is essential to plan and structure before building, in order to avoid investing time in something that may not bring positive results for your organization.
To learn more about Contents, see our E-book “Guide for Creating Content”, which is part of the BloomCast Content Series. It’s a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating content. In it you can find the best practices for creating content, as well as some relevant statistics and facts in relation to the various formats.
Looking for more information to create content that makes sense for your business? Contact us and find out how we can help you innovate your communication.
Moments of transformation are moments of redefinition. Tried and trueapproaches are of little relevance, as are face-to-face sessions, and digitalization is transforming all sectors of activity. Technology is in all areas of organizations, from social interaction to e-commerce processes, from operational management to business insights, from customer services to production and distribution systems. In this sense, the most advanced companies in digital transformation, capable of managing their digital and physical presence indistinctly (bionic companies, a term used by the Boston Consulting Group) will certainly have a greater role and growth in the future. A recent McKinsey survey of Business2Business decision makers in 11 countries indicates that organizations are far more likely to choose companies that offer an excellent digital experience as their suppliers.
At the centre of this process of change, companies in the technological sector from manufacturers to implementers and the reseller channels, have gained special prominence and relevance. And with this visibility they also gained increased responsibilities. It is expected that they will have the ability, together with customers, to identify new models of organization and team management, new paths for current businesses, and solutions that allow customers to be more closely monitored and that optimize and improve existing processes.
Walk the Talk
This leadership role in the sector also means showing knowledge and the ability to be a reference partner for organizations in times of uncertainty and redefinition. Firstly, showing the ability to achieve what they advocate, being able to adapt to their new operating paradigms in remote mode, at a distance, with priority on the safety and well-being of their teams and the communities in which they operate in. It is also necessary to integrate innovation and increasing flexibility in addressing the challenges presented.
“It is necessary to take advantage of digital channels to reach customers with the necessary information and in a personalized way.”
Secondly, creating quality content with new and effective ways to reach customers, that allow communicating the strategic vision for technology at the service of the business and identify the best solutions for each challenge. Here leadership must also be taken into account, in the capacity to take advantage of the new digital channels to arrive with the necessary information and in a personalized way for the customers who need it. From traditional communication to social networks, from collaborative tools to interactive formats, from videos to Webinars and Podcasts, all of these must be modernized in a manner consistent with what is advocated.
In times of uncertainty, the real risk will exist for those who are not able to present a solution to their costumers’ challenges.
Initially published in the August edition of Exame. Opinion Article by Rodolfo Oliveira, Managing Partner at BloomCast Consulting.