Guest post by Jacob Wilson

Clarity in presentation and simplicity in visual appeal have become the two pillars of quality content creation in the past several years. They’ve redefined how customers view brands, and they’ve been copiously used by content creators as key criteria for quality. The two, however, cannot compensate for a lack of strategy, consistency, as well as overall purpose. Content in 2020 will need to be about so much more than just following trends. It needs to be a brand’s most effective advocate when creating a basis for its customers to bond with the business in question – and content creators need to be able to inspire that bond.

From blog creation to video production, creators are going beyond their traditional content formats to dazzle their changing audiences and to make sure they have a noticeable presence. Content marketing is now the main resource for establishing authority and enabling better visibility, no matter the industry in question. In pursuit of advanced content strategies, content creators need to look to the following principles of 2020 content creation in order to achieve all of the mentioned perks.

Carefully select your content outlets

Is your audience primarily found on Facebook and Instagram, or do your most loyal followers keep up with your news on YouTube? Is your website active enough and do people regularly reach your content posts there? How about your email newsletter? All of these are valid content outlets that serve a purpose for some writers, as well as their clients, but not all of them are designed for every single entity out there.

That is why every writer needs to choose where they publish content, when they schedule each post, and where they can reap the most rewards from sharing their content. Although generally speaking, social networks such as LinkedIn, Twitter, Facebook, and Instagram are considered a must for most companies to help your clients stand out, you should not post everywhere haphazardly, but rather research your clients’ target demographic and learn about their favorite channels to build your client’s presence there. This is where your content will resonate with their target audience the most. 

Versatility in formats is a must

Some content experts find blogs to be the best for expressing their opinions and sharing their knowledge, while others enjoy setting up podcasts and posting rich imagery. The simple truth is, there’s no right or wrong format here, but there is such a thing as keeping your content dull and stuffy within the confines of a single, monotonous format. Blogs are still relevant, but visually rich formats such as infographics are even more engaging and they inspire shares more easily.

For that reason, the platform Infostarters provides branded content formats such as brochures, eBooks, and infographics, with a focus on visual appeal combined with informational value. Stepping beyond simple blogs and how-to articles has the potential to help you convey vital messages to your audience with more interactive formats and more engaging pieces. Add videos, social media stories, relevant hashtags, and AR-infused content, and you’ll have the perfect blend of diversity designed to inspire curiosity in your target audience and to make your content the talk of the industry.

Follow-up and KPIs for progress tracking

For too many companies, content is relevant only while it’s in the process of creation. For you as the writer, it makes sense to pour your heart and soul into the creative process while it’s in progress. As soon as something gets published or posted, it’s forgotten in favor of crafting the next blog piece or video ad to prepare your business for, let’s say, the holiday season. How you treat your content after publishing will make all the difference in how well it works in your favor.

Make sure that you regularly check up on all of your different tools such as Google Analytics that help you keep track of your content’s performance and engagement levels. Only then can you actually see what you need to change for your future strategies and what your audience responds to and relates to the most. Once you decide on your KPIs for each content strategy, you can monitor the effect of anything you publish, react in a timely manner if there are any comments and shares, and make the most of each content piece you create to boost engagement, and not just stick to a posting schedule. 

Improve your content’s environment 

As brilliant as your content may be in its essence, you need to remember that it’s not the only factor to shape how it will be perceived. Should your website visitors have any trouble opening up your latest infographic on their mobile phones, you’ll find that fewer people will share, engage, or stay on the page long enough for the content to actually leave a positive impression. That’s why you can never treat your content in isolation from your client’s entire business strategy and all of its moving parts.

If you need to revamp your website for faster loading, you should do so as soon as possible. Google and other search engines will appreciate and reward the effort, and your content will be granted more visibility due to that single step. The same applies to all other factors that, when combined, affect your online presence and your UX. Constantly look for ways to boost it, and your content will get more attention as a result. 

Any piece of content isn’t meant to serve a temporary, short-lived purpose. When you treat your content as a constantly growing output of your client’s brand’s identity and a way to establish a connection with the brand’s audience, you have the chance to establish authenticity in the market. This year will require you to put your best foot forward and create memorable, versatile content pieces that will provide value every step of the way. 

AUTHOR BIO

Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.