Improving Business Growth Through Content Creation

Using website content is a key online business strategy to boost traffic and to generate product, company, or service awareness, and to improve a site’s online presence. The effectiveness of written content creation, in particular, will depend upon the right strategy being used — regardless of whether the business is an online one, or a bricks and mortar type.

Content Types

Text: When addressing a target audience with a direct message, it’s the written word that remains a favourite option. Articles which utilize the language, expressions, terms and words unique to a particular industry, niche or market automatically set the context and tone of the message. With this kind of content, impeccable grammar is of the highest priority, followed closely in importance by the proper structuring of sentences and paragraphs in order to command audience attention and send clear messages.

Images: Photos, diagrams, infographics and computer-generated graphics attract the human eye and help to deliver a message by illustrating an organization’s products, services, concepts and ideas.. Such image content must be high quality in design, composition, colour and clarity.

Videos: The ever popular use of video on the Internet serves a variety of purposes from providing product or procedural demonstrations, to giving a face to either a business or product, to teaching classes half way around the world to generating a buzz in social networking platforms.

Infographics: Images accompanied by small amounts of text referred to as infographics are the latest Internet and media craze. Infographics are an increasingly popular, visual way to relay information, data and sometimes complex concepts and messages. Conveniently eliminating the obvious sales pitch, infographics can be utilized to effectively share a company’s story in a creative and entertaining way.

Standard original content can also be leveraged into other forms of content like:

– Microsites
– White papers
– Webinars or webcasts
– Branded content tools
– Research reports
– Traditional media
– Print magazines
– Digital magazines
– Mobile content
– Podcasts
– eBooks
– Print newsletters

Purpose Of Content Creation

Information is the core of content creation – with regard to what an organization wants to share with its market and potential customers. Through information sharing businesses can increase brand awareness, boost their customer bases and develop and maintain positive relationships with their existing clients. Content can also be leveraged for other objectives, including:

– The engagement of employees via company blogs
– Easy recruiting through organisation web pages which are highly representative of the company’s vision, direction and goals
– Greater business development, especially when such content is shared between businesses (B2B)

Keys To Successful Content Creation

Identify The Audience: To send an appropriate and effective message a business must correctly identify the audience with whom it is delivering the information.

Style Guide: To develop a business’ over all brand and ensure the same message is being delivered through each method and channel being utilized, content consistency is critical. To ensure consistency in a message, style elements must be decided upon before the creation process begins. Such elements include tone of voice, words to be used and choice of language.

New Content: Just like produce sold in a market, online content must be fresh if it is to attract the attention of the target audience, and encourage them to return for more relevant information in the future.. Unique content also needs to be insightful so that it provides information that readers will find useful and want to learn more about. In this age of information, content is not just about what the business wants to relay, but rather, what the audience or searchers want or need. As a marketing tool, content must convey the value of the business, its services and products, along with the business’ niche authority, to the targeted consumer in a way that’s informative. Once convinced of the business’ value, the audience will find the next step of following a call to action to feel much more natural.

Ongoing Development: While consumer behaviour undergoes changes, so does market conditions that can also be accompanied by new challenges and increases in competition. This requires the creation of new content to keep the consumer informed. Those who create this type of content should also undertake continuous learning by researching quality sources of authoritative information to be used in the new content. This self-education results in new approaches and aspects to write about while offering a way to build on previously acquired information, allowing the content creator to enhance their authority and credibility with the audience.

Reusing Content: With imagination, creativity and resourcefulness, old content can have new life breathed into it. Repurposing or reusing content can come in the form of images being converted into slide show presentations, video clips can be arranged as part of a webinar series, and text entries can be incorporated into newsletters and eMagazines.

Ideally, the responsibility of content creation should only be assigned to a team or person who either has an understanding of your industry and establishment or who has the capacity to conduct the necessary research to learn about it. This understanding will be manifested in the way the material is written, revealing the creator’s comprehension of your services’ or products’ unique strengths, selling points and current market trends.

While many large organizations provide their clients content creation services through an in house development team, it’s important to remember that aside from adequate service/product knowledge and writing skills, such staff members must also have a solid grasp of best practices regarding SEO (search engine optimization). Perhaps more importantly, they need to be motivated to expend the time that is needed to stay up to date with changing trends in premium content creation.

An growing number of businesses, online and offline, contact me to write unique content for them, continuing the growing global trend of outsourcing tasks such as this that require specific expertise.

Whether you have your own content writing staff or you commission a content writing service, it’s critical that they have full comprehension of the special strategies that need to be used in the online business world.

Before You Launch Your Small Business, Read This

People start small businesses for a multitude of reasons. Perhaps, they have a passion for something and wish to share that passion with the world. Maybe, they are stuck in a job they feel will lead them nowhere, and they have a great desire to escape it. Many people want to be their own boss- to set their own hours and do their own thing. Others see a need for a particular item or service and decide that they are the perfect person to fill the vacuum. Oftentimes, people just desire a change in life and figure that a career switch and a small business launch is just the thing to fulfill that wish.

Whatever the reason that you might be considering undertaking such a venture, you would be wise to first take some time to plan out the launch of your small business. Nothing would forecast failure to your project more than a lack of proper planning and preparation. Take the time now, and you will not regret it later!

First, explore the small business resources available in your area to gain some invaluable help in putting together a business plan, applying for loans, and other essential tasks. Your local chamber of commerce, library, and bank are all good places to start with. Each of the above would most certainly offer some sort of small business help in the form of literature and classes or seminars. They would also potentially have people experienced in small business growth who would be willing to mentor you through the process.

Then take time to search out any competition you will have. Depending on the type of business you wish to start, that competition may be limited to local stores and companies. However, your competition may also be found elsewhere. The internet has opened up whole new worlds for businesses that were formerly limited to a certain mile radius of customers. Find out who your competitors are, and if possible, what their strengths and weaknesses are. Investigate their costs. Do your research as to how much it will cost you in supplies and overhead to provide those goods and services. Figure out what your profit margin will be, making sure to find a way that you will be able to make a good profit.

Be certain that you understand as much as possible the market you are trying to launch your small business in. Take time to ascertain the problems that will most certainly arise and prepare beforehand, strategies to deal with them. Get advice from others who have gone before you – learn from their mistakes. Figure out a way that you can bring something new to the table – be unique in the goods or services you will be offering. Give your customers a reason to choose YOU over your competition.

Proper planning and preparation will do more for the success of a small business launch than anything else so take the time beforehand for it and you will always be glad you did!

Market Research – Benefits, Methods and Analysis

Market Research is an exhaustive organized process where informative and relevant data is collected for a market/ product or a service. This data is used to study and analyse current market scenario and build future projections which can be used for business planning and strategic moves.

Market Research: Benefits

– Assists in future planning of the business. E.g.

  • Should the company expand its product line
  • Will the product be profitable

– Makes Decision Process easier

– Gives factual information (thus breaking business myths/ and individual perceptions)

– Reduces risks

– Assists in identifying competitive edge

Small or big all enterprises can and should take strategic decisions after conducting a market research in the related field.

Market Research: Methods

There are broadly two types of research

1. Quantitative Research

In this process numerical data is generated which measures the market’s phenomena and demands. This is used for statistical analysis using various mathematical and computational techniques. It quantifies attitudes/opinions/behaviour on a sample and is then extrapolated for the full sample. This is usually conducted through surveys and questionnaire.

2. Qualitative Research

In this more insights and understanding is measured for the topic. It explores various options and gathers opinions. This kind of data is collected through interviews, group discussions etc. The insights are then used to explore various business decisions.

Market Research: Analysis

This is the trickiest part as data collected has to be strategically used in gaining intellectual analysis. Business experts and market research analysts are very well acquainted to do this work.

It is very exhaustive work and various techniques & tools are used to get useful conclusions. Interestingly the same data can be used to make different inferences depending on the research needs and goals. Some common data analysis types are briefed –

Data mining – this technique focuses on modeling and discovery of knowledge discovery for predictive purposes. This method is not useful for descriptive purposes.

Business Intelligence – this technique focuses on business related information covering data analysis that relies on data aggregation.

Statistical applications – it can be

  • Descriptive statistics
  • Exploratory data analysis also called EDA (discover new features)
  • Confirmatory data analysis also known as CDA (confirms the existing hypotheses about the data)
  • Predictive analytics focuses on application of statistical models for predictive forecasting or classification e.g. market growth in 2022- with data available for 2015
  • Text analytics uses statistical, linguistic, & other methods to pull out data and classify the information received from text sources.

This analysis is then constructively used in the business planning bringing a profitable inclination towards the decisions taken. Business planning plays a major role which reflects the survival of the business.