Planning a tech B2B content calendar in 2017

2017 has arrived, and that means another year of content that needs to be planned. For tech B2B companies, it should go without saying that your company blog is important for generating leads, engaging and retaining your community, or simply letting people know the lights are on. On a broad level, not much changes, but every year brings its own quirks. So how do you plan blog content for 2017? Here’s some key trends to keep in mind:

More people are looking at you on mobile

This varies from company to company, so check your Google Analytics to see how many people are reading your blog from mobile. If it’s more than 30%, start cutting content down to size. No point being verbose if it makes people swipe away.

Mobile-friendly also means thinking about how to handle content other than text. Widescreen formats still work, but important details or text should be viewable even when shrunk down to 4 inches wide.

Your site should also be mobile friendly – it’s easy bonus points for ranking better on Google. Use Google’s Mobile-Friendly Test to make sure your content works well on mobile. But please, draft your content on a keyboard. Being typo-free goes a long way towards looking professional.

Hedge your traffic sources

It’s 2017, so write for humans first. Robots should always come second, but don’t forget about them.

Facebook will never stop tweaking their ranking algorithms, so don’t expect what works today on Facebook to work forever. Because of Facebook’s endless changes, 2016 saw the prolific collapse of a number of clickbait-like sites, and plenty of collateral damage at respectable news outlets. Fake news looks likely to follow, but I’d like to hope we’re all honest people here ☺. Of course, Facebook is still a valuable source of traffic, but a sustainable strategy means looking beyond the gold rush.

On the Google front, the search engine continues to update its ranking algorithm, aiming to prioritise original content that makes people stay, read and share. Focus on interesting content, and don’t forget to support it with meta tags, and just a smattering of keywords in the right places.

Ideally, traffic should come from a combination of social, search, back links and dark social. If a single source accounts for more than half your referral traffic, think of how to diversify and buffer against algorithm changes.

Go live

Consider live content to make your posts more visible. Videos streamed ‘in the now’ do not just rank higher on Facebook and Twitter, they also give you a reason to repeatedly post related Tweets and photos to stay visible and hit different hashtags for the duration.

This tactic works best when you actively go out and network. Attend (or organise) events with a huge following, meet reputable people and tag them in a photo. Leverage their following to reach a new audience. Bonus points if you can feature them in your content and they share it. Offline activities boost your online presence – who’d have thought?

Plan it out

When you’re ready to start making your content calendar, click below for a free content template. This is based on the very same template we use to plan client content throughout the year. On the “content calendar” tab, you can plan your posts to make sure a regular stream of content goes out every week. On the “report” tab, a pivot table has already been created, where you can filter by month or content type to make sure you have the right balance.

 

If you need any help with your 2017 content marketing efforts, drop us a note at hello@mutant.com.sg.

 

6 content-driven ways to engage the finicky Millennial

Millennials are an interesting bunch. They currently make up the largest portion of the Singaporean workforce, and by 2020 they will account for over a third of the global workforce. Many will soon be entering their prime working years with high purchasing power, making them one of the most lucrative target groups for marketers.

However, connecting – really connecting – with Millennials is no easy task. There’s a reason so many marketers tear their hair out when trying to target and engage them, simply because Millennials aren’t very responsive to traditional methods of advertising. This is also true for the Millennials’ younger siblings, Generation Z.

So how can you approach and execute a campaign that appeals to the needs of today’s tech-savvy youth? Answer: Through smart and targeted content.

  1. Keep things mobile friendly

Everyone knows this about Millennials – they eat, live and breathe mobile, and are addicted to social media in all its forms. They are the mobile generation, constantly consuming online content on the go. This means brands need to tailor their marketing to think mobile first.

From making sure your creatives are specifically tailored to each social media platform, through to creating bite-sized videos that are interactive and easy to digest – make it a point for your marketing to be fit for the Millennial on the move.

TIP: You can make use of some amazing free resources such as Facebook’s business tips and ad guides which can help ensure your content is both desktop and mobile friendly.

  1. Make them feel important

Be active on social media, and by ‘active’ we don’t mean just post things regularly. You have to engage with your audience on a genuine level. Reply to comments, ask for feedback and interact with people, as opposed to using these channels purely as promotional avenues. Involve your Millennial audience and let them be a part of your brand and its story.

  1. Listen, educate and don’t interrupt

Millennials grew up in a world of smart devices and laptops, surrounded by fast-advancing technology. Having been bombarded with advertisements from a very young age, they know when they’re being sold to and hate it, which explains the amount of ad-blocking apps at our disposal. Think about the commercials played before a YouTube video, or between songs on your free Spotify account. Those commercials interrupt to sell, and detract from the user experience. Instead, a targeted content marketing campaign focuses on listening to people. It allows brands to address consumer pain points without that annoying sales pitch.

Produce educational content that is engaging and inspiring. Always consider the end-user and what they need. As Millennials are time poor and want quick solutions for everything, you can post an advert online that tells how fast they can do something, be sent something, or complete a task. For example, if your ad’s messaging is around the world’s fastest-drying hairdryer, promote a piece of content discussing “5 speedy ways a quality hairdryer can save you time”.

Where an ad might be disruptive, the article serves to educate and allows the readers to make up their own mind on their next beauty purchase.

TIP – Always have a call-to-action on every content piece. This will help direct a potential customer further down the purchase funnel.

  1. Get personal

Instead of creating content around a generic understanding of Millennials, create targeted information that appeals to life stage rather than age. Targeting all Millennials is too general, and would likely result in your audience thinking you don’t understand them at all. A 30-year-old professional would have different life priorities when compared to a 17-year-old student.

Makeup giant Sephora, does a great job in targeting the Millennial audience with all the latest makeup products, tips and tricks. Here’s a Hello Kitty styling product focusing on a younger Millennial demographic with this cute graphic and fun content.

Then there was this year’s must-have beauty buy – the new Dyson Supersonic hairdryer. This post is targeting those ‘older’ Millennials with a bit more disposable income who value beauty and luxury. Each post from Sephora has a different targeting purpose to ensure the brand covers the wide Millennial demographic.

  1. Be authentic, relevant and fun!

It’s important for every piece of content to be authentic. Create personalised stories and use a conversational tone of voice. Millennials will appreciate it and are more likely to respond to a genuine conversation.

Remember, Millennials love to be a part of something and respond well to human qualities when it come to brands and their marketing. Be real and relevant to YOUR audience!

Clever marketing will get the message across in an engaging and humorous way that will have the audience coming back for more. Check out this great Instagram post from Dunkin’ Donuts who were able to have some fun with the Pokemon Go craze and received a lot of fan attention as a result.

  1. Bring your visual game

As people who live in the digital sphere almost 24/7, Millennials are easily distracted. A website or post with poor design is an instant turnoff, while eye catching visuals accompanying content is more likely to grab attention. It’s all about the #aestheticgoals here, so use a mix of engaging creative such as videos, infographics, images and GIFs.

Global snack food brand Oreo has mastered the art of visual content with its clever Instagram account. Check out this fun work-themed example from Oreo that received a lot of fan engagement:

Yes, Millennials may seem like one of the hardest demographic group to target, but this is largely due to our lack of audience understanding. A well-developed content marketing campaign helps brand to engage and drive meaningful connections with their key audience.

If you need help reaching your audience, get in touch with us at hello@mutant.com.sg

 

4 things Casey Neistat can teach you about PR

This week CNN announced that it has acquired shortform video app, Beme – the product of a collaboration between ex-Tumblr(er) Matt Hackett and filmmaker Casey Neistat. Never heard of Beme? You’ll be forgiven. Despite a promising kickoff, the video messaging app (akin to Snapchat) never achieved widespread appeal and suffered a ropey adoption curve.

The acquisition (reported to be $25 million USD) represents a logical skip-jump for CNN, who have come along way from their broadcaster roots to become a 24-hour global multi-platform network, and a consistent adopter of new mediums. In an age where anyone with a smartphone can become a news correspondent, it was only a matter of time before a global network like CNN dipped its toes into shortform video.

What seems clear though, is that CNN is really buying Casey Neistat, the filmaker turned vlogger who regularly draws over 20-million views to each of his daily vlogs and, who arguably changed the entire vlog medium by bringing a filmmaker’s lense to a disposable, low-fi format.

Here are four key PR lessons you can learn from Casey Neistat:

1. Be open and real

Neistat leads a successful tech company, yet he talks to his audiences through channels and forms that they understand and can connect with. When Beme started having technical issues, rather than a smoke and mirrors approach to hide his company’s shortfalls, he was open and sincere about the mistakes. As a result, he was able to build greater trust and buy-in from the public and key stakeholders.

2. Trust a influencer’s integrity – it’s what makes them valuable

With nearly 6-million subscribers, Casey inevitably monetises his activities with brand partnerships. However this doesn’t mean Neistat becomes a starry-eyed spineless brand ambassador. Instead he’ll often work closely with brands such as Apple or Canon, only to criticise the products, albeit in a constructive and level-headed way.

Working in PR, we often bang our heads in frustration when a story hasn’t gone quite the way we planned, or didn’t even land at all. But it’s the influencer’s ability to speak honestly about products that separates the role of PR from owned media and is precisely what gives it true value. Brands who understand this will always work with influencers like Neistat, respecting their unswayable integrity, rather than treating them like glorified infomercials.

3. Storytelling is everything

 

casey-neistat-content-strategy

Neistat hammers this home with every video he creates, from ads with Nike, to vacation vlogs in Vietnam, to Beme itself. With a growing emphasis on native and content-based advertising, it seems that many marketers get distracted by the medium over the message. In essence though, nothing has actually changed. Storytelling is and always will be the most crucial element – irrespective of platform, medium or screen.

PR’s value-add is its ability to really understand the audience and convey a story to audiences with unparallelled authenticity and sincerity. Consumers and the media are now more savvy, discerning and BS-resistant than ever before, so make sure your story is compelling, interesting and not just a sales pitch.

4. Know when to zip it

Neistat’s usual topics cover technology, gadgets, filmmaking and storytelling. However, on a few occasions, Neistat has stepped off-piste into commenting on areas outside his usual content, such as the US election. He was met with quite a violent backlash from the YouTube community who didn’t appreciate him stepping off his impartial boosted-board.

screen-shot-2016-11-30-at-4-29-19-pm

So what’s the lesson? Make sure you understand where your area of knowledge lies and stick to it. The media may often look for outsiders to comment on subjects outside of a spokesperson’s field, either to offer a fresh perspective or draw them out of their comfort zone. Succumb to the temptation to enter another arena – even slightly – and you risk alienating your brand, diluting your core messaging or, at worst, diving headfirst into a PR disaster.

As a hybrid of consumer, creative agency, tech evangelist and influencer, Casey Neistat has made more impact on the content marketing ecosystem than can fit concisely into this blog, and nothing says this more than CNN’s latest purchase. It’s certainly an exciting time to be in content marketing and PR.

If you need help spreading your brand message, get in touch with us at hello@mutant.com.sg

Image source YouTube

What Trump’s victory can teach us about today’s media

His quaff has been compared to everything from salmon nigiri to the silky tassel on the tip of corn on the cob.

His triumph as President Elect has confused everyone from his own supporters to my grandma.

He’s… *sigh*. He needs no introduction.

The US Presidential Election results had us squirming and swivelling in our office chairs all year. Not because of our respective political views, but because we’re in the business of communications. As specialists in the marketing and PR field, we were just cringing about how fast his controversial messages moved with the right format. Sadly, in the days of partisan Facebook groups, memes, and Twitter, false messages can go viral quickly.

What can we learn from this? Is there a silver lining to this mayhem? Whatever your position on Trump’s politics and message, his win says a lot about the type of content that travels. The shorter, the better. The more conviction, the more viral.

We could have written a Mutant blog about what NOT to do according to the 2016 Presidential Election, but we want to keep it light (and we weren’t sure if WordPress could support 5000-page manifestos, TBH.) So, while the first debate taught us how to live tweet, here are some brand messaging lessons we learned from the Trump win:

1. Sound bites make the news

“I’m gonna build a wall.”

“It’s freezing and snowing in New York – we need global warming!”

Sure, it’s a whole lot of crazy, but these words received media coverage – not just because they were outrageous, but because they were short and said with conviction. It’s not uncommon for politicians to drag on about unpopular policies, but people just tune out. In Trump’s case, his short, syndicated quotes travelled fast. In any news event, journalists literally sit through press events waiting to pick up on a soundbite that will draw in viewers or clicks.

Trump was at goldmine for these. The Cheezel-hued President Elect received a ton of free media coverage because his messages were easy to digest by mass media.

Ensure your own (less crazy) company message is short and concise. For example, when telling people what your business believes in, say it with conviction, and make it easy to digest and repeat to others.

2. The general public is THROUGH with jargon

One of the reasons some citizens don’t vote is because politics can be confusing. The dialogue is full of inconsistencies, and it can be hard to follow if you’re not regularly tuning in. Trump wanted to appeal to the general public and the working class, so he avoiding talking too much about policy and spoke to the people about their everyday problems.

You’ll easily be able to see some parallels between politics and business. Both are important for mobilising people; they’re hard to understand unless you’re in the industry, and both topics can be dryer than Donald’s throat during Debate #3. Here is how he explained his stance on illegal immigration:

“I will build a great wall – and nobody builds walls better than me, believe me – and I’ll build them very inexpensively. I will build a great, great wall on our southern border. Mark my words.”

Ok, ok, it sounds like it came from a children’s story book. Be simple, but still sound smart.

By using soft, simple terminology that anybody can understand, not only will your message be loud and clear, but it will be easier to spread. Start with the need of your audience, before you start to sell your product. If you’re a tech company, for example, talk first about what need you’re appealing to, then talk through the product.

3. Branded content trumps traditional advertisements

Trump became a walking billboard for his campaign. In fact, he has allegedly spent only a fraction of what Hillary had on ads. He is a walking content strategy, so much that the camera follows him, not the other way around.

To maintain this level of consistency, company leaders need to always be preaching their values and conveying them in everything they do. To C-Suite leaders, whether you are writing a blog, speaking at an event, or speaking on television, be consistent and stick to four or five core values. You know you will have succeeded when you people are unable to differentiate you from your brand and values. For some, Trump is a symbol for change; for others he is an unpeeled, boiled sweet potato headed for Office – but his message has been consistent. It’s just his audience that varies.

There you have it. The Donald’s message is what it is, and there’s not a lot we can do but learn from it.

Need help with getting noticed in the media? Write us at hello@mutant.com.sg.

 

Image credit: marieclaire.co.uk

 

Better together: Content Marketing and SEO

If you find yourself asking whether you should focus more on search engine optimisation (SEO) or content marketing, I’ll help you out by saying the answer is both. While both have their fair share of  benefits, it doesn’t mean one should be cast aside in favour of the other. Instead, they should be considered as two different things that compliment each other to help your business stand out online.

But first, before we see how they can be integrated, let’s take a look at what they mean individually.  

SEO

SEO is a technique that uses keywords to help search engines find and rank your website higher in the search results.
It involves understanding the keywords your audience use in their search process, and placing them in your site to make it more relevant, hence pushing your site up higher in the search rankings.

Content marketing

Content marketing involves understanding what your target audience needs and coming up with content ideas they would be interested in reading. It’s essentially creating content that informs, educates and inspires readers, as opposed to a direct sales pitch.

For a better idea of things, think of content marketing aiming to engage the human reader, whereas SEO aims to “engage” the search engine indexes.

A beautiful blend

Having quality content but without the SEO groundwork can be a waste of your efforts. Unless you have a great content distribution strategy in place, it’s likely your pieces will get lost in the large digital jungle. Likewise, having good SEO but no quality content can result in little repeated visits. Using both tactics together results in optimised content that hooks more visitors and keep them coming back for more.

So how do you go about doing that?

  1. Research relatable keywords to your business
  2. Research the problems your target audience face
  3. Create original content of quality targeted for those problems.
  4. Insert your keywords

TIP: Remember to write for people first and then focus on search engines. Don’t go overboard with your keywords as readers will find it odd and your pieces will lack flow.

Tailor your content

You want your content to be detailed and provide actual solutions for your audience. For example, when you search for ‘best external hard drive’, the top results show reviews, guides and forums – not the actual product pages. Personally, I always like reading discussion sites to help me decide which brand to to buy, and Google is aware of this search behaviour, since it’s reflected in the results.

seo and content marketing

These days, people want information that solves their problem, and not just a sales-orientated product page. Use your keywords sporadically to benefit Google but also to engage your readers – this is key.

Implementing both SEO and content marketing strategies means you’ll be reaping the benefits, and easy-to-find found content that’s worth reading and sharing, keeps people coming back.

Drop us a note at hello@mutant.com.sg and we can help you structure your content marketing campaign.

4 ways to convince your manager to adopt content marketing

Exactly two decades ago, Bill Gates predicted the power of content marketing, writing an essay on “Content is King”. We’ve been hearing this mantra ever since. It’s not exactly without reason, because content is driving the internet now. The most visited websites are full of great content and for a business, this opens up many opportunities to attract valuable leads. Producing quality content relevant to your audience demonstrates your company’s knowledge and expertise, and positions you as a thought leader. When executed correctly, it helps build brand trust, awareness and a positive reputation.

Now you may know this but…what if your manager doesn’t hold the same belief?

It could be down to a lack of education or understanding and it can be frustrating to get them on the same page.So, here’s how to convince them:

  1. Angle your pitch

You know how a convincing pitch is prepared to woo a prospective client? Yup, so apply that same principle on your manager. Tell a story, find common topics, and relate it to how content marketing can help them with their job and drive the business forward. Let your manager come to his or her own conclusion by asking if their recent purchases were made based on obvious advertisements, or after reading opinions, articles and reviews.

  1. Target business goals

Familiarise yourself with the company’s business goals, and demonstrate how content marketing aligns with the business objectives. Besides the (obvious) potential increase in revenue, demonstrate how the goals of traffic growth, business leads and good customer experience can be achieved with content marketing.

  1. Offer solutions

Find out what problems your target audience faces, and come up with a few content ideas to show how your business can address these questions. This step combats any reservations managers might have about the business being too “boring” to generate interesting content.

  1. Be prudent

While it’s good to show your boss the many benefits of content marketing, you do need to explain this is a long-term strategy that works on building brand awareness and reputation.

It’s not easy persuading a superior, but hopefully with enough preparation, your manager will jump on board the content marketing train by the time you leave the meeting room.

 

Now that your boss has converted, drop us a line at hello@mutant.com.sg and let us help you drive your content marketing campaign.

 

A day in the life of … a Mutant Content Manager

Ever wondered what a Mutant Content Manager really does every day?

Between writing blogs, white papers and e-books, and the odd Beyonce-style hair-flip, the content team is responsible for developing quality content for a variety of our clients cross multiple industries.

Check out a snap shot of an average day for our Content Manager, Jane:

Mutant - content manager

 

For on-demand creative content, visit our content platform, Words by Mutant, or drop us a note at hello@mutant.com.sg to discuss a content marketing campaign. We look forward to writing for you soon!

 

When was your last content audit?

Over time you will have accumulated a large library of content. You may have already published it across your website, social media pages or even shared it with the media, but writing and publishing is only two-thirds of the job done. Next, you need to check how effective the content has been and whether it’s performing the way you’d hoped it would through a content audit process.

Content auditing has proven it’s value repeatedly, but many marketers continue to overlook this critical stage. Companies should regularly practice content auditing to ensure that everything they publish is aligned with their overall direction and goals, and that they are getting value for money from their content.

There is no set rule on how often you should assess your content, but I would suggest that you perform an audit when you notice changes in your business. It could be that your site traffic has slowed down, or your blogs aren’t as share-worthy as you’d hoped they would be. After all, time is money and when you don’t see a healthy return from your content, it’s time to audit.

What are the key benefits?
  1. Be able to determine the relevance and value of your content to the business and customers
  2. Businesses can study and understand the traffic generated from each piece
  3. It provides a concrete basis for new marketing strategies
  4. Makes your content library more organised and easier to utilise
What to look for during your audit?
  • Social: Your content’s social media popularity is one metric to review. The more social shares and interactions there are, the more it means you have effectively grab the interest of your audience.
  • Traffic: The effectiveness of your material can be measured by the number of visitors your page attracts each month. It helps assess the month-to-month growth driven by your content strategy.
  • Conversion Rate: Find out who’s clicking through to a landing page after reading your content. This helps determine the relevance and whether readers are interested in more information.

Use your new findings to help you create more relevant and tailored content strategies for your audience. When writing content, always think about your reader. What do they need, and how you can help them solve this problem.  

Need help with your content? Drop a message to hello@mutant.com.sg 

 

Mutant Content Marketing Agency Singapore

How to create presentations that don’t suck

We’ve all been subjected to sitting through boring work presentations. You know, the ones we don’t pay attention to because they’re so dull it’s actually painful.

Unfortunately, it happens way too often – from sales pitches, to company roundups, to product launches and more… the boredom is real!

Just because the presentation is internal, or is on a less-than-exciting topic, doesn’t mean you have to create one lacking in stimulation or areas for engagement. Humans are visual creatures with shortening attention spans – snore-inducing content just won’t cut it.

So how can you ensure you don’t lose your audience? It doesn’t require you to be a technical or design whiz, it simply means you need to think outside the very boring PowerPoint box.

Here are a few quick tips to whip your next presentation into shape:

  1. Less is more

It’s all about the economy of words! You might think you’re coming across smarter and more professional with those long-winded sentences and ridiculous jargon, but all you’re doing is giving your viewers a reason to switch off.

You need your audience to understand and process the information you’re presenting – do you think that’s likely to happen when you share an essay? Stick to quick bullet points, catchphrases, keywords and short sentences. Your slides shouldn’t exhibit your entire presentation word-for-word; it should be the highlight reel.

  1. Get creative with it

How dull are templates? Why do they even exist? Avoid subjecting yourself to the standard– even when you have branding guidelines to adhere to. This is YOUR canvas, so try to have a little bit of fun and add some life into your presentation.

Find engaging colours and create layouts that are fun and different to help get your message across. Don’t go overboard with your creative license, but do take a step back before ask yourself, “am I excited by this presentation?”

  1. Infographics for the win

All rejoice for the beloved hybrid of information and graphics – the humble infographic! These designs are a godsend for any presentation, bringing plain text to life and helping to accentuate otherwise complex data and statistics.

An infographic allows your audience to better digest information, meaning they can spend more time actually listening to you, rather than trying to read blocks of text. Beautifully designed icons, graphics and copy can really take your presentation from boring to brilliant.

  1. A picture paints a thousand words

Heck, sometimes you don’t even need text. Create intrigue, elicit laughter, and make a point stick by using clever images, memes, gifs or photos to make a point. As well as being entertaining, imagery can help break up the presentation.

If you must add text as well, then do, but try to use images that help weave your story together on their own.

So, there you have it! Snorefest no more – now your next presentation will be a true masterpiece.

Stuck for content and need a little life injected into your copy? Our Words team can help turn your content from drab to fab. Get in touch at hello@mutant.com.sg.

 

Order compelling content

6 common content marketing mistakes

It’s true, content marketing is one of the more effective strategies used today by modern marketers. A clear strategy helps brands to not only reach their intended audience, but the results also provide helpful consumer insights to improve future campaigns.

The process requires commitment, planning and patience and there are a lot of mistakes that many of us are guilty of making. Here are some of the more common ones:

Failing to plan

Content marketing strategies executed without proper planning and research are bound to fail. Firstly, figure out what your end goal is and then what you need to produce to attain it. Find the right people who can help you create great content and study your market to determine the perfect way to capture attention. 

Not understanding your audience

Understanding the needs and wants of your target market is essential to help you create the best strategy and connect your audience with your brand. Defining this factor will help you come up with more targeted material, which become more effective in attracting potential customers and increasing conversions.  

Producing mediocre content

Creating any old content is relatively easy. But coming up with something which is relevant, informative and worth-sharing is more difficult. Poor content will rarely succeed so it’s important to take the time to carefully plan your strategy – otherwise its unlikely anyone will engage with your work.

A lack of consistency

This goes back to having a clear goal and strategy in place. It’s important to publish content which is consistent with your brand – have you aligned your messaging?, are you using common fonts, colours and imagery? Maintaining consistency helps build your brand and ensure there are no mixed messages.

Overlooking calls-to-action

While the purpose of content is to inform and not directly promote, there still needs to be a clear call-to-action linked to each piece – whether its on your company blog, social media platforms, or whichever distribution channel you choose. This can be as discreet as a link to a landing page or a newsletter sign-up box but is important as it helps directs your readers to your offering.

Forgetting social media

In today’s digital age, social media is such a powerful marketing platform. It’s a great channel for content distribution, is very cost effective, and helps drive more attention to your brand. Start creating shareable content and always incorporate social media into your content marketing strategy.

 

Always take time to review your content. Whether you are writing an article or creating a video, everything you put out into the public forum can affect your brand’s success and reputation, so make sure you take the time to get it right.

Need help with your content marketing strategy? Get in touch with us hello@mutant.com.sg.

 

3 tips to creating smart content

It’s no question that content is an integral part of any marketing strategy and has consistently proven to be effective for lead generation.

While creating content is relatively easy, the challenge most marketers face is whizzing up relevant content that truly appeals to their target audience.

Your content means very little if you can’t fuel your viewers with enough information that excites and invites them to patronise your business. So ensuring you write interesting pieces and develop engaging visuals that are consistent with your marketing objectives is a top priority.

Here are three tips to help achieve smart content for your audience:

Think of your topic and stick to it

Before penning your content, carefully map out all your ideas. Then figure out exactly what story you want to share and how you wish to narrate it.

Determining your subject will help you create better content and you’ll be able to deliver more meaningful information. Your readers will also find it easier to follow your story when you haven’t been specific and provided a clear trail of thought.

Aim to inform, not to promote

Very few people, if anyone, wants to read something that’s basically screaming ‘Buy me now!’ It’s purpose should instead be to is to share information about your brand, and educate your reader. Excessive promotion can make you appear weak and desperate. Instead aim to build trust and show the value of your brand through engaging content.

Keep it short and don’t ramble

We all have have short-attention spans. Use simple words when expressing your thoughts and eliminate qualifying words to effectively get your message across.

Think less is more and your audience will appreciate it. Avoid rambling and always stick to your main subject.

Creating content should be fun and is a great way to get your creative juices flowing.

If you need help putting some life into your content, get in touch with us at hello@mutant.com.sg.