Ideas + Insights
May 21, 2019
Pop quiz. What is the goal of any content? To get it seen, read, loved and shared. Duh.
Now let’s agree on another thing from the get go, creating engaging content takes time, perseverance and loads of gusto. It’s a long, hard road, and to be honest, one that has no final destination. In order to reap the benefits of great content, you need to be creative, consistent and committed to the cause.
But why does content matter? How do I go about creating it? Will my business die a painful death if I don’t? And will I win a Nobel Prize if I nail it?
Well, no, we can’t all win Nobel Prizes every day, but what I can promise you is this.
Creating killer content will propel your brand forward, win you some serious street-cred amongst your following and give you a gold star as a bonafide expert in your field. In a nutshell, you’ll hit that sweet spot like Julia Stiles does in the paintball scene of 10 Things I Hate About You, where life is great, her smile is a 10, and she hasn’t yet found out that Heath has been lying to her this whole time.
With the expanse of this thing we call the internet and the many many new businesses popping up, there are mountains upon mountains of mediocre content landfill out there, unless your content is creative, relevant and unique, it’s just added pollution.
The good news is, in this crazy clicking-tweeting-poking world of ours, relevant and engaging content travels faster than my mother to an episode of Grand Designs. Hence why smart companies the world over, are tapping into this epidemic and spoon-feeding their audience killer content to heighten awareness, foster brand loyalty and drive their bottom line. If you simply know and practice the things that create quality content every time, you can’t help but please your audience and win new friends left, right and centre.
I read the other day that between 60-70% of consumers feel better about a company that delivers original content and are more likely to buy from that company than others. So, if you were still questioning whether or not to create your own stuff, stick that in your pipe and smoke it.
I’ve seen first-hand how creating original content can transform both a business and its bottom line. Ever since focusing my energy on content creation and curation for Smack Bang many moons ago, I’ve noticed the impact it has had on our brand awareness, customer loyalty, and even our bottom line. It still surprises me that each time we put out a new piece of content, whether it’s a blog, a newsletter, an Instagram post, or a jet plane message in the sky (we’ve never done that, but we will), we see a spike in our interaction and more often than not, our new business enquiries. It’s this ability to weave our brand culture into every single facet of our business that gives our audience, (and potential customers), a look into our world, a spark of connection and a genuine reason to get in touch with us.
A quick disclaimer; I don’t just write and publish content for this reason. I do it because I hand-on-heart genuinely love it. I love writing, I love sharing and I love using it as a platform to connect with loads of like-minded people. And connect I do.
Creating content has become one of my main focuses of my role. I pour countless hours and drink countless coffees to produce everything you see the Smack Bang Gang deliver. I write, I post, I publish and I track our stats like a kid counting their eggs from an Easter hunt.
So, how do you go about creating your own killer content? Well, let’s first begin with what actually makes a piece of content. You my friend, are about to get schooled in the bizniz of telling stories. And quick tip up front: whatever story you’re writing, make it original and compelling, the cross section of this is where the magic is made.
Image credit: Felix Schöppner
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