Best Practices to Increase ROI through Content Creation

Content creation is the foundation of all marketing efforts for a brand on the internet. A website and it’s blog are central to where all the marketing efforts are driven.

There are more than 500 million blogs as per the latest statistics in 2019. To compete with this number and get people to read your blog content, these are the best practices to be followed.

Be authentic to communicate better

Internet is filled with people who portray themselves to be someone else to get more eyeballs drawn to their brand and get more sales. But the audience is smart enough to spot fake.

Stand out from the crowd by being authentic to communicate better. When people know you, they will want to use your products & services because of you.

authenticity for communication and brand building

Source: Adobe Stock

Initially it takes courage to be real on the internet. For the fear of being judged, for appearing flawed in a place where everyone projects perfection, for not being liked by everyone that comes across your blog, and of course, fear of trolls and rude commentators.

But once you put your real self out there, it’s easy to walk the path.

Being a better marketer

A content creator and a marketer are closely knit. Both work to satisfy the common purposes of building brand, establishing readership, building relationships and driving sales.

When you write content, you are essentially marketing the brand/product/service.

To become a better marketer than you already are, here are a few things you can do.

Get more life experiences by

  • Travelling
  • Learning a new language
  • Doing new things
  • Reading

 Seems irrelevant?

Well, here is how life experiences are connected to content creation.

Every single piece of content you create, reflects you. It shows a piece of you regardless of what you are talking about.

Travel opens you up to new cultures.

Learning a new language gives you new perspectives.

Doing new things enriches your creative genius.

Reading opens up new worlds and adds immense knowledge.

Each of it gives you a life experience and shapes you up. This reflects in the way you think and create content for the brand you promote by writing.

Using social media for brand building

Social media has become a part of people’s lives as much as Google has (a little more for some and a little less for others, nevertheless it is a part). Using social media to promote your blog content, get feedback from your audience, and engage with a wide group of your target audience builds your brand.

Marketing is about good conversations

Popular belief prevails that digital marketing is about displaying ads and sharing media content on platforms people use the most. And physical marketing is about putting products across people’s faces and rattling the innumerous features of the product until they agree to buy.

We have all experienced this to a certain degree and hence the belief.

Though the main purpose of marketing is to encourage people to purchase and increase revenue of the brand, marketing is done through conversations.  

  • Conversing about the problem your target audience has.
  • Conversing about how your product/service will solve their problem.
  • Conversing about your brand.
  • Conversing about the industry you serve in and the market you cater to.

Communication is not only when you are able to say what you think your target audience needs to hear. Communicating is about talking in a way that your audience understands what you are saying.

‘An effective communication between two or more persons wherein the intended message is successfully delivered, received and understood.’

-Business Jargons

‘If you cannot converse well one-on-one, you cannot converse well one-to-many.’

Digital Deepak

Been wondering what target audience is?

Target audience is the set of audience your brand targets as this is the bunch of people your brand caters to.

This gets us to another question – how do you find who your target audience is?

Businesses derive their target audience using demographics and psychographics.

Let me explain with the help of an example.

I own a product-based company that creates mobile applications. The product I want to market is a music app. Users can save lyrics of songs, add and edit musical notes to it, record audio, and save the songs within the app.

This app is useful for any singer who is learning the art or practicing it.

My company is targeting professionals.

My target market is,

Age – 17 – 34

Demographics – India

Cities – Tier I

Minimum education level – school

Phone user – Apple iPhone

Hobbies – playing musical instruments, singing

Activities – pursuing music

These details determine a group of people that my business targets to sell the product to. Hence, the term target market.

But when I write content, it cannot be to a mass group.

Why?

Because only one person is reading my content so I personalize when I write and cater to this one person.

To imagine this one person is we create user persona.

‘A user persona is a fictional representation of your ideal customer’ is how Career Foundary defines it and it is a very apt definition.

We create a user persona so we can talk to the person while we write content for them. (Talking to your reader as you write is the communication we discussed earlier, remember?)

Customer avatar is another term for user persona.

Did you just think of avatar now?

Customer avatar

Source: Pinkvilla

My ideal customer avatar is a person we’ll call Shreya Ghoshal.

customer avatar/ user persona

Source: The National

Age – 25

Profession – playback singer

Demographic – India

City – metropolitan

Phone – Apple iPhone user

Hobbies – music, singing

Education level – college

To derive to this customer avatar, I studied demographics and psychographics.

Demographic information includes age, income, gender, problem faced.

Psychographic information includes a person’s attitude, aspiration, hobbies, reasons the person wants to solve the problem. Basically questions pertaining to personality, characteristics and lifestyle.

Demographics helps determines the age group, profession, spending capacity and categorize the product into necessity, luxury or want.

Psychographics is required as these questions help understand the ‘why’ behind a person will make the buying decision.

Demographics & Psychographics.jpg
Demographics & Psychographics examples

Source: The Writer Academy

A lot of people work until they derive target audience. But creating your ideal customer avatar or user persona is as important.

Creating quality content has been and will always be an important criterion in digital marketing. Writing to the right target audience, the right user persona is as important as writing quality content.

Do make use of these four best practices in content creation to increase your ROI and let us know how it helped you.

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