Are You Struggling With Content Creation Ideas For Your Industry?

Are You Struggling With Content Creation Ideas For Your Industry?
SHARE
THIS



Do you ever find yourself writing content that you are not excited about? Or you are trying to rank for specific keywords, but the content is unlikely to engage your audience? Or do you just have a boring industry that you think is impossible to create engaging content for? Well say goodbye to lacklustre content in this guest post from Chris Hogan, CEO and Founder of MeMedia.

Remember you are targeting an audience that wants to read what you’ve got to say, that is interested in what you have to offer – that you can help. The secret to creating content for your industry is similar to a well made drink.

You need to have the right balance of ingredients – solid strategy, sound platforms and the right tools – to keep people coming back for more. And if it’s not getting the attention you want, don’t be afraid to shake it up a little.

TYPES OF CONTENT

Content is a word that has been appearing everywhere recently in the business world. It is becoming diluted to the extent that people are just pumping out blog after blog of generic information. Because of the saturation of content online these days, it’s now more important than ever to think outside the box.

Does your target audience lack time or have short attention span? An informative graphic also known as an Infographic works well to draw people in quickly with the use of visual cues. If it’s leads you’re after, then creating a free offering in exchange for contact details can be a worthy investment.

These free offerings could include e-books or podcasts and can generate some valuable leads for businesses. Don’t be afraid to try different types of content to keep your audience engaged, videos, memes and guides are all types of content too.

CONTENT STRATEGY

Creating content for your company, no matter what your industry, shouldn’t be hard. The reason we lack ideas for content, and get that dreaded ‘writer’s block’ is often because our content strategy is not well defined or we have just neglected it.

Once you have clearly defined your personas, goals, and approach it is much easier to move forward in content creation.

CLIENT PERSONAS

Make sure you have clarity on who you are creating content for. Personas are fictional representations of segments of buyers based on real data reflecting their behaviors. It’s important to consider who your ideal customer is and what could drive these personas to your product or services.

Considering the behavioural drivers, obstacles in purchasing, and mindset of your persona is crucial reaching them and drawing them in.

GOALS/ MEASUREMENT

How do you ensure your content will be successful? Are your goals for traffic, brand awareness, conversions? Being able to measure the effectiveness of your content helps you to understand your audience and determine what content works best to achieve your goals. Some obvious examples include:

  • You’re receiving traffic to your content
  • The content is being liked and shared on the platforms for which you have marketed your content
  • Click through to other pages are occurring
  • Enquiry forms or requests for more information are occurring
  • Your Google rank improves for the keywords which you targeted in the content

YOUR APPROACH TO CONTENT CREATION

Content doesn’t have to be viral to be successful. Consider the value of content amplification such as PR and outreach. Think about who and what influences the core audience. What could you offer them by way of content to earn their help?

What content would they find valuable enough to share and link to?What challenges do they face and could be helped with? How could your brand set itself apart from any other business looking for help from these potential outreach partners?

CONTENT MARKETING PLATFORMS

The platforms for digital content are continually changing and adapting to consumer needs. Just think about social media sites like Snapchat, Instagram and Periscope – which you probably haven’t even heard of – but has surpassed over 40 million Android users in the past four months since it’s launch, whom are watching over 40 years worth of video each day.

When creating content, research the platforms that your target audience are using and how they are using it. Think about how content is being shared, and how to optimise your content so it can reach your target audience.

Depending on your industry, maybe a video would be better suited to explain information rather than it getting buried in text. Deciding what platform you are going to use and how you want to use it will help you determine what style of content to create.

CONTENT CREATION TOOLS

Once you know who your target audience is and how you are going to reach them, it’s time to listen to them. Any target market will have problems and questions they will need help with. This is the best place to start – look into forums, social media or even Google Suggest to understand what problems or questions your target market has and create content that is useful for them, that will help them.

A few examples of useful online idea gathering tools include: Google Alerts, LinkedIn Answers, Google Insights, Google Analytics, Google Trends, and Alltop.com. Once you have some ideas for content that will help your audience, choose an angle to explain that information.

Remember every great story has a beginning, middle and end. And like we’ve seen in Adidas ads, don’t just story-tell, story-ask. Inviting audiences to contribute can add relevance and authenticity to the stories brands tell. What does your product help your customer to achieve? Consider talking to the end point so it doesn’t matter what industry the content is for it aligns with the audience and their needs.

Make up a survey and send out to your target audience. You can use that data to create an industry report on your services or products. Tailor your content to the location that your services or products are available. Choose a topic such as a product, service, or industry and bridge it with a person, place, news, or activity, etc. This way you can target the person who will buy your product by connecting their industry with a relevant topic.

Interview a subject – it’s a great way to get valuable content to use for multiple platforms whether it be video, audio, or text, and the interviewee will likely promote it too.

Want a bit of extra help on the marketing front? ADMA’s IQ courses are seriously the bees knees and will have you smashing the competition in no time. Check them out here.

Edu_All_All_IQ_Launch_B&T_V1_1202x543

Latest News

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]