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Seven Tips for Developing Good, Relevant, and Actually Interesting Content

by Sarah Bricker  |  
June 4, 2015

Content isn't always easy to write; in fact, depending on the topic or the industry, it can be downright difficult.

Throughout their careers, marketers will experience a variety of clients—B2B, B2C (including e-commerce), and special interest clients from an array of industries. Each requires unique content, and each has specific strategies or presentation elements they consider good and bad.

When developing content, consider a few things:

  • Products or services most desired by consumers may change month to month or season to season.
  • Content is built for the long term and the short term.
  • Consumers will read it only if they can understand it, and fast.

Here are seven helpful tips for developing relevant, engaging, and creative content.

1. Discovery Meetings

A face-to-face meeting can be amazingly helpful. Taking the time to talk about the business's sales, goals, philosophy, and products or services can help you not only formulate ideas for relevant content but also make sure that you have all the knowledge and tools necessary to make it enticing and fresh.

Talk about...

  • Philosophy: Consumers don't just want to know what you're marketing; they want to know why, and why they should buy it. What's in it for them or for someone else they care about?
  • Current marketing strategy: Discuss what has been working and what hasn't. Adjust content type and distribution strategy accordingly. Doing so will save you a lot of time when creating your strategy and will likewise help you achieve more positive results faster.
  • Ask questions customers do: Use those questions for building content. After all, the whole point of content is to satisfy a client's need, otherwise they won't care.
  • Publications trending: Get your content published and linked to the company's website. Back-linking is huge for rankings and ratings.

2. Industry Research

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Sarah Bricker is a content marketing strategist for Insite Advice in St. Louis, a digital marketing company serving B2B, B2C, and special interests clients.

Twitter: @Sbrix13

LinkedIn: Sarah Bricker

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  • by Marcus Mon Jun 8, 2015 via web

    These are all great points. But you can as well, use some paid and unpaid tools to get some of these customer questions, and answer them in your content. I use Serpstat for this and it's been amazing the way, the tool updates everyday.

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