Game On - How to win with content

We live in a world where information is readily available and different forms of media compete for customer attention. While it’s an exciting time, it’s also hard to cut through the noise. What can set you apart from the rest is winning content that makes its mark. Winning content means more than telling great stories (although very important), it’s about driving traffic to your website, improving your online search rankings, engagement and conversions.

Optimise your content

You might be able to tell riveting stories, but what’s the point if no one’s listening? Optimising your content to reach your audience can make the difference between winning and losing. When creating content, think about where it will be viewed - your website, social media, or an e-newsletter? Consider your audience. Ask yourself if your content draws attention. Is it easily digestible, shareable? And make sure it is designed to suit the platform. For example, an exhaustive article may be better suited for a newsletter, but it will need to be cut back for Facebook and Twitter news feeds.

Watch your competitors

Put yourself in your customer’s shoes - they’re exposed to a smorgasbord of information that is constantly renewed. Only a few stand out from the crowd and gain their attention. Observing what your competitors are doing will help keep your business ahead of the game. For example, Instagram has been a popular platform for brands to get messages across visually. Snapchat, a newer app, provides equal opportunities to present content in a fun and creative way. See what's working for your competition and find out if you can get the same success through it.

Leverage social influencers

Not all of us have the ability to create great content; enlisting the help of an expert is a sure way to boost your business. This could be an influential blogger or a columnist who can endorse your product/service. Most social influencers have a good number of followers and can appeal to their audience in ways you may not. Some can sway public opinion and persuade people to buy. Most influencers expect payment; find someone who would be willing to work with you if you send them some of your product samples.

Repurpose content that works

Perhaps you’ve already invested a lot of time and effort into creating quality content, some hugely successful in the past. Don’t let all that hard work go to waste. Gain value out of your best performing content by creating new, winning material related to it. Don’t forget to link back to old content as this helps boost your search engine ranking.