Creating Consumable Content

Content is absolutely anything that you create and share online. Let’s break that down straight away. 

• Visual: videos, infographics and photography
• Text: anything written or text-based
• Aural: podcasts, songs, anything that can be heard

What Makes Great Content?

There are a couple of things that make content really pop. You ideally want to have audio and video snippets, 1 or 2 images – depending on the length of the article. 

Just remember the fewer the words, the less audio and visuals. The more words, the more visuals. Try to make sure that each piece of visual content is support for what you are saying. 

Search sites like Google care about user experiences. So while you might be trying to nail a million keywords, you might create something that reads badly. 

And, the more in-depth your content is, the more data, links and the right keywords, the more valuable and shareable it is for the user. 

Goals

All of your content should go out into the world with the same goal:

To give users the best experience possible and deliver the information they are looking for. 

This will mean that you should be looking to produce high-quality content at all times. But, you’ll need to pay attention to your SEO too. Google will only choose good quality content for the database and to rank highly. The context matters too. 

Here are some of the goals that you should set for everything that you create:

• Long enough to cover the topic, ditch word count and think completing topics
• Add quotes where applicable
• Link to material that supports your content
• Try to organise it well
• Combine all three forms of content

Think about how much content you are putting out now. Could you double it? Quadruple it? 

Listen to GaryVee talk about creating 50-100 pieces of content per day.

Just like in person promo, you need to put your best foot forward. You’d use high-quality promo materials like those from 4AllPromos in person, consider online equally as important. 

Content Types

In general, there are a few areas where you can create content. If you are already blogging or using social media, then you are already aware of the frameworks available to you. Here are some of the most shareable.

Case Studies

Case studies are a brilliant way to create original content that is packed with information and in-depth. It will give the user exactly what they are looking for. Test theories and push boundaries within your industry to create unique concepts.

The best bit is those new ideas bring conversation and engagement. 

Reviews

Before anyone buys a product, service or even goes to a restaurant – they look for reviews online. You can position yourself and a no-nonsense, unbiased reviewer in a specific niche. 

Expert Roundups

Have a specific topic in mind before you start this one. Because you’ll want to utilise things like Response Source to gather your expert opinions. 

This works in two ways:

Your articles will be packed with expert analysis and opinion – so an authority voice

Each expert and relevant media will share it and link back giving it that link juice we all love

Idea Generation

The final piece of the puzzle is creating something new. And as well as creating with the user in mind, you need to answer the questions people are asking. Answer the public is a free tool that will give you so much information about what people are looking for, and they split the question into different intents so you can actually decide the best content for your site.

And once you have created all of that tasty content, new products or services you need to market it well.