How to Create Engaging, High Quality Content

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Brands will focus more on high quality content as the first half of the year ends. And the strength of your online presence is contingent on it. Most businesses consider this as a challenge, a new factor to add into their online campaign and strategies. But powerful, engaging content does not have to be a formidable task.

While it takes time to plan and research, and skill to write high quality content, people who work in your business already have extensive experiences in their particular fields. And your company has various interests and stories from its staff and connections.

What you must do next is to share these elements in the most engaging way possible. And it has to highlight the expertise of your brand and underline your company values.

Creating high quality content means that you have to deliver information that your clients want to read, and not what you want to tell them. It is a critical element in producing great content. But there are other elements to think of that will also create better stories about your brand.

1. Publish other types of content. Don’t focus on your company’s products and services.

Ashley Brown, Group Director of Digital Communications and Social Media of Coca Cola, remarked that about 50 percent of the company’s website content is not about the brand. It also focuses on stories that are aligned with brand strategy.

In the “Real Beauty Sketches” ad campaign of Dove, the company did not mention its products, but the content points out the mission of its business. It encourages better relationships between the brand and the customers. And social media focuses on building relationships.

Stories with the strength to underpin the values and mission of your company may start an emotional connection with your target audience. It allows you to take full advantage of the potential of your content. Adding humanity to your business – linking the brand and the readers – is a vital element for stories.

2. Align your content with the goals and values of your brand.

You must enforce a social media strategy and have attainable, assessable goals for achievement. You have to cross check all content that you create. It ensures the content fits perfectly to your overall strategy. You may write a story about sponsorships or the benefits that your brand provided to the community.

But whatever the gist of your story, ensure that the end results still reinforce your strategic goals. And avoid conflicts between your story and your company values and policies.

3. Create unique, informative content that shows new angles, especially on common topics.

Looking for new angles may be a daunting task but it ensures that your content is interesting and convincing. No other writer can tell your story better than you, as each one of us has a different story to share. And it holds true for brands as well because your company went through its own set of achievements and ordeals.

Think of a way to deliver your story with something new and add more humanity into it. The most captivating pieces are those that bring things into life. These stories translate the same thoughts and passion that the writer genuinely cares about.

Adding a human factor to your story allows you to connect with the audience on a deeper level. It is the most thought-provoking aspect of creating high quality content. And you may need the help of a professional writer to do this.

4. Bring more caution in enforcing attention to detail.

Creating high quality content is a risk because we tend to make mistakes. Double check your articles or blog posts to ensure that you have not missed anything important.

If you want to raise your work to a higher level, bring more attention to detail. It may take time to finish, and you may find it arduous to double check, but the effort will be worth it in the long run.

We all make mistakes. If you honestly think you have done everything to create great content, you are following the right track.

5. Create shareable content that your followers and connections want to read.

Undoubtedly, most of us read through more than 10 articles every day. We want to stay updated with news about the industry, as well as our personal interests. Consider the number of articles that you feel you want to share with your followers and connections. Think about valid reasons to share. Think about what makes these stories shareable and use it in your own work. What can you do to make your work more shareable?

What other key elements helped expand your thinking to create engaging, high quality content?


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Author: Francis Rey

Francis is a voracious reader and prolific writer. His work appears on SocialBarrel.com and several other websites, covering social media, technology and other niches.

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