Top ten tips on mastering the art of content creation

Wednesday 24 May, 2017

In the web design business, second to choosing a web designer, creating content is one of the most difficult tasks a business owner is faced with when it comes to creating a new website.

Adding to the challenge, once the website is live the fact is that content is one of the best forms of raising your profile as an expert in your industry, and consequently marketing your business.

So, what do you do if you aren’t an Ernest Hemingway naturally?

Here are ten tips on mastering the art of content creation:

1) Define your goal

When it comes to creating content it’s important to have a clearly defined goal so that you know why you are doing it. Is your goal to get more leads into your business, to increase SEO rankings or to grow a fan base? With your goal in mind it’s easier to create the right content.

2) Make a plan

Rather than being hap hazard with your approach, create a plan of when you are going to post which content, to what platform and how often. This then becomes part of your marketing plan and creates consistency which brings results. (Don’t forget to factor in public holidays and events into your plan).

3) Know your audience

I always like to create an ideal client avatar that I am writing or talking to. Any time I create content it’s designed to be what I would say to that avatar if they were standing right in front of me. This creates the language I use, the offer I make, and what I choose to talk about.

4) Teach people what you know

People are constantly searching to learn and become more educated, so share what you know about your industry, products, customer challenges. Share it as a video, blog post, template, infographic or a case study.

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5) Write something, anything!

It doesn’t have to be perfect straight away. If you are stuck, just start writing something down and the rest will come. You can always refine later before you publish. Remember, the majority of your competition won’t be doing anything at all, so something is better than nothing.

6) Choose the right avenue for you

There are so many different ways to create content, and different avenues for promotion available, so choose the one that suits you best. If you are better at talking then do a recording or a podcast, load that into your website and have it converted to a blog post. If you are better on video then use that, or if none of the above, then have someone else interview you. There’s always a way.

7) Multiply your content

You have taken the time to create a piece of content, use it in as many ways as you can. For example, if you created a short video on a topic, you could take the audio from the video and turn that into a podcast, then have it written up as a blog post. Take a photo of you creating the video and put that on Facebook, Twitter, Instagram, Pinterest etc. and then share the original on all social media channels as well, and don’t forget to put it in your newsletter too.

8) Practice, practice, practice

Don’t set yourself unrealistic goals of being perfect from the beginning. This is a learning process, so treat it as that. The more you do, the more you will improve. Take the time to read what others are doing and how they are doing it and keep refining.

9) Always have someone check it

Regardless of whether it’s an employee, a friend or your mother, it’s important to always have your work checked over by another. This minimises the risk of bad grammar and spelling, you becoming too technical and losing your audience, or any really bad ideas slipping through.

10) Give it a personality

If all else fails and you’re just too afraid to put yourself out there then hide behind a personality. We created a website for my mother in law’s B&B and she wouldn’t have a bar of doing any content creation. So, instead we made her dog Cody the star and he became the personality behind the brand. The blog posts were written from his point of view about the guest experiences and his photos were the images. She loved it, and so did the visitors.

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Clark Marshall

About the contributor:

Clark Marshall has been tinkering with computers since he was given his first Apple 2C at the age of ten. He transitioned into building customised websites over twelve years ago at the request of a friend and now owns and runs the Blue Dog Digital Marketing agency with his fiancé Tegan. Website:

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