“Step 1: Identify a Need
To create useful content, brands first need to identify a need for their audience. This can be done by looking at data and customer feedback. For instance, if a pet store owner frequently gets questions on social media about potty training a new puppy, it is a good idea to create a ‘how to’ blog post on this topic. Conversely, if data shows that a lot of site visitors view a product page for dog boots but don’t convert, the retailer may want to create content that sheds light on the benefits of this product.
It is important to note, however, that in addition to identifying a need, brands should also make their content as actionable as possible in order to truly benefit their customers. Doing so will not only have a positive impact on search engine optimization (SEO) initiatives, but also create a happier, more loyal audience.
Step 2: Go Beyond the Blog Post
While blogging may be the star of most brands’ content marketing strategies, it shouldn’t be the only player. In fact, an easy way to increase the life of a topic is by repurposing it for different channels.”
Read more: 3 Steps to Creating Useful Content [Website Magazine]
