Having a team of dedicated content creators and strategists is quickly becoming the norm for most businesses.
Original, creative and engaging online content attracts all kinds of new clientele to your business. It can also drive up your website’s daily traffic. Recently, some companies have taken it a step further and have begun to set up their own ‘brand newsrooms’ in order to create the highest quality content for their brand.
Depending on the kind of content you want to create, each content team will look different to the next but typically contains a number of copywriters, sub-editors and a chief content manager. Through this, brands can create audience-centric content which can be either factual or entertaining while echoing the ideals and core values of your product or business.
Here in All Good Tales, we are expert storytellers and have worked with all kinds of brands to help develop their content. Here are some helpful tips to get yours started.
1. Build your team
As mentioned before, this isn’t a one person project.
In order to build and maintain a regular flow of content ideas and posts, it is important to build a team of writers. Create an atmosphere of inclusion and safety, where all ideas can be heard and content titles and suggestions can flow freely.
Building a team is also important when it comes to publishing content. Copy needs to go through at least two other people before being published. You’ll need sub-editors on board to rid copy of any pesky spelling errors, digital designers to keep on top of your platform and a social media manager to help get your content out to as many people as possible.
From here you can set up a workflow that works for you and your team. Building this team takes time and dedication before you end up with something that you’re happy with.
2. Keep it relevant
Once your team is in place make sure they are coming up with content relevant to your brand.
It’s important to learn how to monitor trends. Trends go as quick as they come so it’s vital that you can get content out as soon as these trends appear.
Keeping your content fresh and up-to-date with what’s popular is one of the most effective ways of expanding your reach and pulling in potential leads to your website.
As we already mentioned, trends come and go like the wind. One minute it’s there, the next minute it’s gone.
This has given way to a new approach to digital marketing, one which requires fast judgement and the ability to put together a campaign or strategy in a short amount of time. Some may find this restrictive, but it can help your marketing team come up with innovative solutions in order to become necessarily efficient. It opens the doors to more creativity at work which will give you that competitive edge over your competitors.
Journalists have to do this all of the time as part of their job, so it might be an idea to hire one to help your marketers get the information out their as quickly as possible.
4. Encourage on-site events
Coming up with unique ideas is one of the key skills for your team and can really help develop your content.
Ideas need to be swift but with colour and zest, not like your typical news report. It can often be useful to look outside the usual office environment for some inspiration. Why not book a storytelling course? Or maybe an improv session for your content team?
These kind of activities can inspire copywriters to come up with fresh ideas more frequently than if they were stuck at their desk all day. Inspiration can come from anywhere, only if you go out and look for it though.