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Content

Build Winning Content

With so much great content online, it’s hard to find what will work for you. Croud’s Content Manager Iain, gives us his top tips to create content which will stand out.

In its most simple of definitions, content is what brings people to your site. Right from traffic drive to sales conversion, you have content to thank for a lot of your successes. In a time not too long ago from now, gaining attention from consumers was relatively simple. Today every piece of content you create must be better than the newest vine compilation and your friend’s latest attempt at creating a celebrity, look-at-me status.

Millions of pieces of content gets published each day, 1 billion pieces on Facebook alone. It is now, more important than ever to take your strategy seriously and most importantly; get creative! Ensure your brand shines above the clutter of cat blogs and must-read lists by checking out a few of our top tips to creating something awesome.

1

Head Above the Rest

As in Life, first appearances are all important when creating new content. Headlines are what your viewer will see first, so they need to stand out. Your headlines and sub headers, need to be clear, concise and of course engaging. Always make sure you include a keyword and where you can give a fact from the article its self.

Get Visual

Articles with images get a staggering 94% more views than those without. Content marketing is a platform to get creative, draw viewers in with images, videos, multimedia, the more imaginative the better. This is especially vital when it comes to building content on social sites. After just one month of Facebook introducing a timeline for brands, photos and videos saw a 65% increase in engagement with followers. Consumers are drawn to media showing a product, producing images or videos which draw on emotions are far more likely to be shared by your followers.

Call to Action

Content is a prime opportunity to engage with your audience. Call to action posts have a proven to be extremely effective in encouraging your viewers to interact with you. Whether it’s something as simple as a ‘caption this photo’ post or a full scale competition, you have the chance to significantly increase consumer engagement. In 2013, global travel company My Destination ran the ‘Biggest Baddest Bucket List’ competition in which entrants could win a 6 month, all expenses paid trip around the world. During the competition, entry videos received over 675,000 unique views, providing My Destination with over 32,500 hours of video content. Through social the competition gained over 27,000 likes and 52,000 subscribers tune in every week to watch the winner’s videos from around the world.

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Optimise

This is where all the geeky parts come into your content. Each piece of content you create must be easily found and easily crawled by search engines. Ensure all your keywords are relevant and are found in the main title, in each paragraph where possible and in the URL and Meta description. Take notice of what Google is doing in regards to SEO. One of the updates with Hummingbird is that Google will take more notice of images and video, so ensure you add text to non-text content, including keywords again where necessary. Google Authorship is something we highly recommend. Linking you blog or article to G+ instantly gives credibility to your work, also making Google far more likely to provide it in search results. This will make your content far easier to find, help users find more of your work and really distinguish your content from others.

Socialise!

There is no point in creating awesome content if no one is reading it. All the content you create should be as shareable as possible. Adding social buttons to each piece is a must, making it easier for your viewers to share your content as soon as possible. Clicks from shared content are 5 times more likely to result in a purchase. In addition to adding social buttons, include in text sharing options. ‘Click to Tweet’ functions enable the reader to quickly and easily tweet out a certain bit of content.

There is a lot of content online at the moment, in fact in the last two years, more data has been created online than there has ever been in the history of the internet. This means it is vital that the content you create is engaging, crawlable, creative and credible. Don’t be afraid to do something new or something different. It is not what you sell but how you sell it.