Nearly every business has a website and social media channels, and every one of those businesses has the responsibility for keeping these platforms populated with rich and relevant content. Yet more often than not, companies have old and outdated information posted on their online platforms, and curiosity begs the question “why?”
What Old Content Implies
No matter what your business does or who the leaders are, people make judgements based on your online appearance. Being that prospective clients can check you out online any day at any time, your business is always in the spotlight. Companies that fail to keep their online profiles fresh and relevant are driving potential customers to their competitors every day. Some might think, “If that company has these obvious flaws, they probably have operational and service flaws, too.”
I assume the reason why content curation gets pushed down to the bottom of the task list is because it’s time-consuming and because some don’t understand its value. If the employee responsible for writing content believes there is no corporate news to share, he or she provides no information at all.
The reality is that content is king and the businesses that recognize this royal gem will definitely rule in their respective industries. The really smart rulers hire a professional corporate communicator, like Company Voice Box, to handle this important task. Content creation takes time to research, write, edit and disseminate, and the pay-off comes when all of this great work has established your company as an industry expert and leader.
An element in content creation that most forget is listening. What are others saying about your company or industry? Content creation is not one-way communication. Curating content involves responding, so finding the right message is a key part of the equation.
5 Tips for Creating Content
Before you begin the creation process, have a goal and timeframe in mind. This will help you stay focused on the messages you want to communicate and how that information supports your goal.
1. Use words, pictures and videos
Content isn’t limited to only words. Include graphically designed quotes, infographics and YouTube videos.
2. Share others’ content
Follow industry leaders and share content you deem as valuable.
3. Schedule dissemination
Consistency is important, so schedule your posts in advance. Create a log to keep you on track.
4. Incorporate variety
All work and no play makes for a dull company. Insert humor, promote clients or announce events you’ll be attending.
5. Tell your story
Highlight milestones, anniversaries, employee profiles or philanthropic support.
Use these tips as a checklist as you work on the task of content curation. To gain the benefits of content marketing, you must post quality content on a consistent basis. Keeping a log of what you’ve produced and disseminated will help you see what your audience prefers, which in turn helps you determine what kind of content to provide in the future for continued audience engagement. ■