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Creating good content: How do you do it?

Content here, content there. The term is everywhere. Yet, content is nothing new. It has existed for over a hundred years. In recent years, content marketing has become a powerful marketing tool. Through online media, content is readily available everywhere, and it's often free. It can be shared and consumed via social media, emails, or search engines. But what exactly is content marketing, what is its purpose, and how do you create content?

What is content marketing and what is its purpose?

Content marketing is an indirect form of advertising. It involves creating, publishing, and promoting relevant content for current or potential customers. The underlying idea is that customers have a strong need for information, actively seek it out, and end up finding your blog, website, video, or other forms of content. The goal is to capture your target audience's attention for your organization. Always approach content creation from the customer's perspective!

How do you create content?

We've summarized the key elements of content marketing into a step-by-step plan. The following five steps should always be followed when starting with content marketing. Below, we'll walk you through each step.

Step 1: Determine the target audience

The first step in content marketing is determining the target audience. Focus on the needs and desires of the audience, not the company. The content must be interesting to the audience and resonate with them.

Step 2: Identify the problems

Internet users are looking for solutions. To provide these solutions, you must first identify the problems. Once you've identified the problems, present the solutions in an engaging, original way. This could be in the form of articles, videos, infographics, etc.

Step 3: Make a good impression of yourself

In this phase, it's essential to sell yourself, not necessarily your service or product. The internet user must trust your content and company. Therefore, ensure that the shared information is up-to-date, relevant to your target audience, and represents your company well. A good first impression shows the prospect that you know your stuff and they're in good hands.

Step 4: Provide related content

If an internet user is looking for solutions to a specific problem, they likely have more questions about the same topic. It's crucial to have enough related content so that the prospect returns to your content.

Step 5: Customer retention

Steps 1 through 4 are part of the customer retention process. Additional actions can strengthen this process and increase the likelihood that a prospect becomes a customer. This leads to customer retention. For example, ask the prospect to follow you on social media, encourage them to subscribe to your newsletter, or offer them something free to download from your website, such as a whitepaper, in exchange for their contact information.

If you execute the above actions well, you'll see the immense value of content!


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