What is the first thing you notice about any page online? The content, right? The content is what makes the page you’re visiting worthwhile. It makes sense then, that working on your content as a business is highly important in this digitally driven world.
Everything people see online has the potential to grab their attention. Including the content, you create for your website, social media channels, and so much more.
But in order to attract visitors, the content you put out needs to be exceptional. Why? Because the content you display online is how customers get to know your brand and how you make a good impression.
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There are so many businesses out there with pages on social media with content that represents their company and speaks for their brand. People look at their content, and if they find that it resonates with them, they click on the links to learn more. Likewise, the curiosity that your company can create through content can be just as, if not more, beneficial for your brand, depending on how good it is.
But in order to be the best, you need to pay special attention to your company’s content when planning your marketing strategies. This is where a content creator comes in.
What is a content creator?
A content creator is someone who creates content that can be inspirational, educational or entertaining, expressed through any medium or channel.
Content creation especially pertains to digital content, since online is where the majority of content is consumed. For businesses, it can mean crafting newsletters, emails and various other digital marketing materials such as brochures, social media and blog posts, adverts, ebooks, infographics, company communications and more.
In order to fully understand what a content creator is and does, it’s important to first understand what content is. In a business context, content is the “stuff” that users, readers or viewers derive value from.
At its most basic level, content includes:
- The information and/or experience
- The medium/channel in which the information is delivered
- Any beneficial features the medium adds to the information or experience
It’s worth noting that while the medium for delivery is essential to content, it’s not the most important, information and experience are. Without them, the medium has no value.
More and more, businesses are seeing the value of working with content creators. Mostly because they see that high-quality content inspires people to take action. It also works to encourage community or loyalty or both.
Everywhere you look there is content that was created by someone. That copy on the back of your cereal box, the newsletter that you opened this morning, the slogan on your t-shirt, the video you watched yesterday on Instagram and the blog post that you are reading right now. It’s all content!
Content for social media
Social media is where loads of people gather online every day. Content creators use this to their advantage by creating captivating content and broadcasting it to an audience of millions!
While there are chances that target audiences are following you already, it’s a content creator’s responsibility to create content that converts these followers into buyers and eventually, loyal customers.
Content creators create engaging posts that are designed to interest potential customers. They also share links on blogs or videos that take people to your website.
If you’re a business that sells products, for example, classic picture-based content posted to Instagram could be your best bet at getting customers’ attention. In addition, if you have content that is visually appealing to your audience, you could ask a content creator to promote it by paying for an ad and adding an interesting caption along with hashtags to help you reach a larger audience.
If you find that your audience responds better to videos as opposed to images, you can ask your content creator to switch up your strategy by adding more videos to social media posts.
Content for websites
A website is where all your potential buyers go to get a sense of who you are and what you do. To turn those prospects into customers, your website content needs to be interesting, informative and most importantly, speak to their pain points.
To make visits to your website more fruitful, your content creator should create content that encompasses all those things and more. For example, what your brand stands for, previous customer testimonials and what you can deliver in terms of service.
The experience needs to be easy for visitors. If your website copy is too confusing or takes too much time to search for what they are looking for, chances are you’ll lose them. So make sure the copy that your content creator uses is effective for converting visitors into customers.
Content for a blog
Believe it or not, a blog can bring in qualified leads too! By providing information on topics related to your products and services, you can attract a larger audience through search engines.
Blogs exist on websites to help people understand how things can be done. A good content creator focuses on uncovering answers to questions that visitors may have.
What do content creators do?
As an extensive field, content creator responsibilities can vary greatly. But they tend to include the following:
- Writing, editing, blogging, and updating content for everything from brochures to emails, websites, blogs, e-books, infographics and more.
- Ensuring best SEO practices for all digital content so that search engines like Google can find the content.
- Creating social media posts and managing social accounts, including responding to people’s comments and questions.
- Monitoring social media metrics.
- Working with various departments and sharing content ideas to assist with their content needs.
If you want to dig a little deeper into what it is content creators create exactly, here is a list of the most prevalent content types:
- Articles
- Blog posts
- Brochures
- E-books
- Emails
- Graphics
- Images
- Infographics
- News
- Website copy
- Product copy
- Social media content
- Videos
- White papers
It’s a long list but, fortunately, content creators don’t need to be a pro at all of these content types. They can specialise. That’s one of the beauties of content creation. No matter what they choose to become an expert in, there’s a need for someone to champion it through content creation.
Still, there are a few things that all skilled content creators have in common.
5 things top-quality content creators have in common
All successful content creators know that there is more to content creation than just being able to write the best copy. Although it’s a great start…
1. Staying current
Whatever content creators choose to specialise in, they need to know the latest trends and best practices.
2. Knowing their audience
The better they know their audience, the better they can get the message across.
3. Working smarter, not harder
Content creation isn’t just about writing good copy, it can be everything from managing social media to designing infographics and creating videos. A good content creator knows and uses the latest tools for each to save time and do the heavy lifting for them.
4. Practise makes perfect
Creative thinking and writing are at the core of what it means to be a content writer and creator. They are two very important muscles that need to be exercised regularly by content creators to stay at the top of their game.
5. Writing for SEO
Content creators can write content that brings Shakespeare to tears and still not get any traction if it’s not properly optimised for SEO. If it doesn’t include keywords that help it bubble up to the top of the search results, there is very little chance it will be seen. Including SEO keywords are therefore vital for ensuring that content gets seen and producing the necessary measurable results.
Conclusion
AI takeover aside, there will never be a time in which content creation will be obsolete. Any investment you make in it as a business owner now will pay off continuously in the future. It’s a long term strategy that takes time and patience, but one that’s been proven to show high ROI if done correctly.
Want content for your company but don’t have the time or the inclination?
Leave it up to us! We do all the work so that you can focus on doing the things that you love! Contact us today to find out more.
