Look who’s talking: 10 ways to use content in 2015

In an era defined by dwindling attention spans and voracious content consumption across multiple devices, cutting through the proverbial clutter has never been more difficult. Today’s content marketers are faced with the challenge of populating myriad platforms with constantly updated content, satisfying the market’s need for instant gratification whilst at the same time establishing a real connection with customers.

But is this ‘more the merrier’ approach to content really adding value to your business, or is your message falling on deaf ears? In the world of content marketing, less can in fact be more – ultimately it boils down to what you have to say and who’s out there willing to listen.

So how do you create compelling content that not only resonates with your customer base, but also promotes understanding of your brand and generates real ROI for your business?
Here are 10 tips to help you produce great content in 2015:

1. Think mobile

Gone are the days when a mobile content plan was simply a ‘nice to have’ – in today’s world, it’s an absolute essential. Today’s customers tend to engage with content on the go, across different platforms and devices, so your content had better look appealling no matter where it’s read if you want to really reach your audience.

2. Be unique

The world has never been more inundated with content, so the mere act of saying something is no longer sufficient – you’re going to have to say something unique if you want to stand out from the crowd. So don’t feel like you need to stick to industry norms and echo the themes being discussed by your competitors. Be brave and approach things from a new angle if you want to truly make an impact.

3. Contextual content

Want to really create a lasting connection with your audience? Then you’ll need to talk about issues close to their hearts. Rehashing international, generic content is a sure-fire way to lose readers’ interest, so make sure you keep things fresh, localised and current if you want to maintain high readership figures.

4. Talk Twitter

Today’s generation is accustomed to digesting content in 140-character snippets, so you’re going to need to grab their attention fast. Content needs to be concise, high-impact and to-the-point if it’s going to make waves, so keep your focus strictly on quality rather than quantity.

5. Get personal

If your brand were a content editor, what would they write about? If you want to make connections, you’ll need to get personal, so avoid sales pitches and product pushing and aim to produce content that speaks to your brand essence and values rather than your latest product range.

6. Understand your business needs

What business need is your content marketing actually serving? Are you looking to build an audience? Are you intent on boosting sales? Or are you simply aiming to promote understanding of your brand? Without measurable business goals and deliverables, you’re simply adding to the noise, so make sure you understand what it is you’re looking to achieve rather than simply mimicking your competitors.

7. Be a storyteller

Content marketing offers you a unique opportunity to tell your brand’s story. Not the type that starts with ‘once upon a time’, but rather a consistent narrative, comprising tonal and thematic elements that clearly position your brand in the marketplace. Remember not to approach storytelling too literally – your narrative will emerge organically provided you keep things consistent and reinforce the issues and themes that best reflect what your brand stands for.

8. Have a point of view

With content so readily available to consumers, you’re no longer able to play it safe. So don’t be afraid to have a point of view, and to be vocal in your expression thereof. The aim of content marketing isn’t simply to talk, but rather to generate a conversation with your audience. So be daring, be edgy and commit yourself to a deliberate stance, and you’ll soon ensure your brand becomes a talking point for your customers.

9. Solve a problem

It’s important to remember that consumers don’t ultimately care about your brand. If you want your customers to pay attention to what you’re saying, you’re going to have to make it all about them. So do a little research, find out the needs and wants of your audience, and use your content to address and solve them. Do that, and your content will soon become an integral part of their day-to-day existence, something that should reflect favourably on your bottom line.

10. Be visual, not pretty

Statistics show that people only retain 10% of what they hear and about 20% of what they read. Those are pretty scary figures for any content marketer. But it’s important to remember that you have more than words at your disposal. Combining text and imagery using tools like infographics can go a long way towards imprinting your message, promoting information retention and readability. But don’t make the mistake of placing too much emphasis on the aesthetic – it’s functionality you’re after here. So keep the flourishes (both verbal and visual) to a minimum, and present your content in the most easily digestible format possible. Make it easy for the reader, and you’ll certainly be thanked in kind.