Founder Considered Content
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How much of your content is a pointless waste of time?

Content creation: we’re all it these days, but just how many of us are wasting our time and money stabbing in the dark? Here Jason Ball, founder of Considered Content, covers the most common mistakes, so you don’t waste precious resources.

23rd Sep 2019
Founder Considered Content
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Missed target with arrows

Accountancy firms of all sizes are busy creating videos, blogs, podcasts, newsletters, emails, social media posts, guides and ebooks in a bid to engage with their markets. All of it sees the light of day, and yet most belongs on the cutting room floor.

Today, the content you’re making needs to be of exceptional quality and of indisputable relevance to be consumed at all. Look critically at every story you clicked on today: what drew you in? Did it answer a burning question? Did the headline surprise you?

Here are five ways to make your content sing, and be read:

* * *

  1. Understand what matters to clients

Speak to those who deal directly with clients. What are they asked about most often? What worries those clients? Where are there information gaps?

From there, work out how to make your content different from what’s already out there. Show off your expertise or that of your partners with thought leadership that moves a timely subject or debate forward.

The bar is high as you’ll be competing with other firms and even editors of trade publications. Keep arguments tight and cut the fluff.

  1. Invest in copywriting and production

Business writing is a skill and a profession, certainly not something to be palmed off onto an intern. Likewise, when recording podcasts and filming videos, quality production values are paramount. Fail to pay attention to things like crystal clear sound quality and professional lighting and people won’t watch or listen, let alone engage. Invest in it.

  1. Write like a human, for a human

Companies don’t buy your services, people do. Research tells us they tend to be more emotionally than rationally driven (even if they think the opposite). And most people want to be communicated with in simple human terms with a refreshing lack of BS, so move beyond jargon-fuelled business-speak and adopt a tone that mimics how you really talk.

  1. Map out your argument and write with purpose

Because we’re trying to change minds and influence behaviour, content needs to build a rational and emotional case for change. To keep it tight, research and map out your argument before putting fingers to keyboard.

To give your content direction, be explicit about what you’ve created and how it can make things easier, faster or cheaper for your audience. Don’t leave them in any doubt about the value it offers and you’ll increase readership.

  1. Plan your distribution and promotion

Helping the right people find what you’ve produced is half the battle. To do this you will need to invest in distribution, whether that’s targeted Google Ads, LinkedIn sponsored content campaigns, or partnering with a trade publication. Yes, this costs money, but investing in making brilliant content that no one ever sees will cost much, much more.

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