Photo showing three people listening to a story

In the digital age, content creation is not merely a job or a business function; it’s a magnet that attracts, engages, and retains an audience.

This critical tool in digital marketing leverages the power of information, creativity, and strategic communication to draw people towards a product or service.

In this brief guide, we’ll explore how effective content creation can be a game-changer for businesses and entrepreneurs.

A content creator at work

Key points on becoming a content creator.

  1. Understand what your audience is interested in and keep that in mind.
  2. Draw from relatable topics that have a broad appeal.
  3. Express a very specific expertise within those topics.
  4. Have a point of view. Opinions are strong and stand out in the crowd.
  5. Bring a fresh point of view. There’s enough repetitive stuff out there already.
  6. Write appropriately for the platform. This will vary a lot.
  7. Understand human psychology to make sure you have impact.

Broad Appeal. Focused Expertise.

Understanding Audience Interests

The foundation of successful content creation lies in choosing relatable topics. A common misconception is that ultra-niche content will automatically lead to success.

While niche topics can be valuable, they often limit the potential audience.

For instance, a tech blogger might start with broad topics like “The Future of Artificial Intelligence” to attract a wide range of tech enthusiasts. As the audience grows, the content can gradually focus on specific aspects like “AI in Healthcare” to establish expertise.

Case Study: Expanding Reach

Consider a case like Shopify. Initially, they focused on general e-commerce education, which appealed to a broad audience. Gradually, they honed in on specific topics like dropshipping or e-commerce marketing, establishing themselves as experts in those niches.

Magnifying glass

Impactful Ideas: The Power of Taking a Stand & Having an Opinion.

Creating Content That Resonates

Impactful content often stems from taking a clear stance on an issue. This approach fosters engagement and sparks conversation.

For instance, a financial advisor might write a provocative article titled “Why Traditional Retirement Advice is Outdated,” which challenges conventional wisdom and encourages readers to engage with the content.

Real-World Impact

Justin Welsh, one of my favourite business content creators on LinkedIn stands out, not because of his huge following, but because of his strong opinions about solopreneurship and the futility of the rat race.

Those opinions draw those in who are looking for a way out of the rat race and resonates with those who are starting on their journey to becoming more self-sufficient for their income.

Justin Welsh

Justin Welsh

Novel Perspectives: Bringing Fresh Insights

The Value of Unique Viewpoints

In a world cluttered with repetitive content, novel perspectives are a breath of fresh air.

A great example is the TED Talks platform, where speakers from diverse backgrounds share unique insights on common topics, providing new ways of thinking to a global audience.

Example: Reinventing the Wheel

A health and wellness blogger could approach the topic of dieting by combining personal experiences with scientific research, offering a fresh perspective that stands out from typical diet advice rather than the same old motivational content that everyone else uses.

Fitness Blogger

Writing Structure: Crafting Engaging Content

Adapting to the Medium

The structure of content should vary depending on the medium. On social media, shorter, more visually appealing posts work best.

In contrast, long-form blogs can delve deeper into topics.

For instance, BuzzFeed has mastered the art of listicles, making complex topics accessible and engaging through well-structured content.

Case Study: The Art of Engagement

The New York Times, known for its in-depth journalism, adapts its writing structure for online articles by incorporating multimedia elements and interactive content, making complex stories more engaging for digital readers.

An even better example of this is The Information. Their in-depth writing about the tech industry has garnered a loyal and high-paying audience.

Social media on a mobile phone

Eyes & Effort: Beyond Algorithms

Understanding the Human Element

Algorithms play a significant role in content visibility, but understanding human psychology is crucial.

Content that addresses a pressing need or offers a clear solution tends to perform better.

For example, a fitness brand might create a series of posts titled “5-Minute Workouts for Busy Professionals,” directly addressing a common problem with a straightforward solution.

Strategic Engagement

Duolingo offers a case in point. By engaging with users through personalised, interactive content, they’ve built a loyal community.

Their strategy extends beyond algorithms to genuine human interaction.

Women making pottery

Content creation, when executed effectively, serves as a powerful magnet, attracting and retaining a diverse audience. By focusing on relatable topics, impactful ideas, novel perspectives, appropriate writing structure, and understanding the human element behind algorithms, content creators can build a loyal following and elevate their brand or business.

In the current digital landscape, content is more than just information; it’s a strategic tool that, when used wisely, can be the difference between a business that merely survives and one that thrives.