5 Tips on How to Create Content That Will ‘Glue’ the Audience to Your Site

November 26, 2020

content-marketing (1)

It would be much more attractive if we have dedicated the next lines to virtual and expanded reality, drones… but except it is not close reality to a large number of brands, at the end of the day it is just a ‘package’ which does not mean a lot if it is not a valuable content at its core.

On a global level, we have witnessed in the past years that, in the end, those who were courageous enough to believe in something have emerged as winners although it sometimes meant sacrificing everything. Standing firmly at what you believe is a permanent style.

1. Valuable Video

It has been concluded many times so far: the video is the king of content and dominates on whatever platform your audience is. However, it is about time for a massive next big step forward. In other words, say goodbye to posting on your own channels TV commercials or possibly short animated videos with the same content that would have been on the visual and in the accompanying text until a couple of years ago.

The good things that brands should finally adopt and implement, and the creators of more popular videos on YouTube, Instagram, or TikTok are already using very successfully, are cooperation and involvement of fans.

OK, it is not for every audience and every brand, but an almost certain card they gamble with are webinars, Q&A sessions, product demonstrations, behind-the-scenes events, interviews with experts… And all that not as a one-time tactic but a long-term commitment. Yes, yes… we hear you and you are right: continuous and dedicated content creation is an expensive hobby. But with a little alchemy, it can pay off relatively quickly. (see item 5).

2. Release Your Voice

The podcast scene (not only video but also audio) has made a significant quantitative and qualitative leap globally in the year we are saying goodbye to. A critical mass is slowly forming and it is a good time for brands that want to position themselves well in this still unfilled space to join the ‘game’.

In addition to being more expensive to produce, a video podcast requires more consumer engagement, i.e. looking at the screen, for which we are already stuck all day, for 30-120 minutes. In case the second, third, 33rd tab is open or we are doing something else at the same time, then that moving image of the podcast does not have that much power, you will agree.

That is why the audio podcast provides an opportunity to give your eyes a rest and at the same time learn something new or interesting. Simply, to get away from the screen – which is what more and more people aged 35+ are striving for.

If we keep in mind that audio podcasts are most often listened to on the go and mostly from a mobile device – while walking, jogging, traveling by any means of transport, doing housework, or some other mechanical work – and that the vast majority listen to episodes until the end, we believe you already identified which brands would fit to have their own podcast. These are pharmaceutical companies, car and auto parts dealers, gas stations, insurance, technology, children’s products… Let your imagination run wild and learn how Radiolab or Adulting do it.

3. E-A-T

As much as we insist that the content we create for a website, that is built using simple but effective tools and solutions out there, benefits people and that people respond to it (ideally – the way we want it to), at the same time we intend to charm Google. Yes, that is right, to charm it! To make our piece of content the main choice for the first ‘dance’ on the waves of the global network during the search.

This summer, Google published on its blog explanations of key changes, i.e. guidelines for evaluating search quality. The most important thing fits in the three letters E-A-T. It stands for expertise, authoritativeness, and trustworthiness. And that is good news for everyone who continuously creates quality content that has a purpose and puts the need to inform their audience in the first place, in front of promotional messages.

Others, who do not want their content to get lost on the second or third page of Google, should demonstrate the following at an accelerated pace: a better understanding of what the target audience needs from search results for a particular keyword, better writing tailored to the audience with the consistency of tone and style of the brand, more detailed research, including more up-to-date statistics and data from reputable sources, and in-depth research of topics.

4. Strictly ‘Cool’

The fact is that giants like Netflix, Amazon, and Airbnb have raised consumer expectations and that these have become the standards for a unique digital experience. Running as smoothly as a Swiss watch, whether it is the way in which a certain story is told and presented, through production, to availability and distribution – they set homework obligatory for everyone else.

Studies have shown that consumers are very frustrated by the slow loading of pages and when content is not optimized for their devices (usually mobile). They give up if content lasts too long or has a slower pace if video resolution is poor or loads slowly, if copy (or whole text) is poorly written, or the environment is poorly designed. The paradox is that they are at the same time skeptical and reserved towards too ‘stiff’ content.

5. Reuse, Recycle

Reduce – Reuse – Recycle is the philosophy of individual institutions that care not to be mere consumers of the resources of our only planet Earth. When resources are limited in business, and it is almost always so, then the first rule is reached – reduce! In the case of nature, it is the most positive outcome, in the case of business – very poorly accepted. But look on the bright side: it forces us to be creative with limited resources, to reuse and recycle already created content, putting it in a new context.

Sorcery is a difficult craft, but not insurmountable, which is demonstrated to us almost every day by the team that takes care of Gary Vaynerchuk’s personal brand. Their content strategy is a dissertation on how to turn one capital piece of content into as many as dozens of pieces of content adapted to the platforms to which they are further distributed. And that is what you should achieve when starting a digital marketing service. An additional advantage of this approach is that you are not afraid when e.g. Instagram changes the algorithm, because you do not keep all the ‘eggs’ in one basket.

Of course, a prerequisite for all this is that you create content that is valuable and relevant to your audience.


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