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Refining online content strategies has become a top priority for corporations aiming to lift their online presence and achieve their business goals.

As we navigate through 2024, corporate managers are faced with several important questions about how to create, optimise, and measure the impact of their content.

This guide addresses these key questions, providing insights and best practices to help managers refine their content strategies effectively.

Corporate manager reviewing reports

In Short: The Five Most Asked Questions around Corporate Content Creation.

  1. How can we create content that resonates with our target audience and drives engagement?
  2. What are the best practices for optimising content for search engines (SEO) to improve visibility and organic traffic?
  3. How can we measure the effectiveness of our content marketing efforts and determine ROI?
  4. What are the emerging trends and technologies in content creation and distribution that we should be aware of?
  5. How can we ensure our content is consistent with our brand voice and messaging across all channels?

Creating Content That Resonates with the Target Audience

One of the primary goals of content creation is to resonate with the target audience and drive engagement. To achieve this, it is essential to understand the audience’s demographics, interests, and pain points. Knowing who your audience is allows you to tailor your content to speak directly to their needs and preferences.

Understanding Audience Demographics

Begin by identifying the age, gender, location, and income level of your target audience. Use analytics tools to gather data on who is visiting your website and engaging with your content. This information helps in creating content that is relevant and appealing to your audience.

 

Target Audience sketch

Addressing Interests and Pain Points

Once you have a clear picture of your audience, focus on their interests and pain points. What are the common challenges they face? What topics do they care about? Creating content that addresses these issues can establish your brand as a valuable resource and foster a deeper connection with your audience.

Best Practices for Optimising Content for SEO in 2024

Optimising content for search engines is vital for improving visibility and driving organic traffic to your website. This involves several key practices:

Writing for credibility

AI is here, and that means that everything we thought we knew about SEO is breaking down in front of our eyes. Now that Google’s Gemini and ChatGPT skip the whole search engine factor and go straight to generating answers, you can’t rely on getting tonnes of eyes on your website based on answers to common questions anymore.

You need to go deep. And that means longer articles laid out with easy-to-follow summaries and headings so that people with specific problems that can’t be answered easily by AI can find and explore your insights.

 

Target Audience sketch

On-Page Optimisation

Provide your readers with summaries of what your articles contain at the beginning of your text. Let them decide early whether you’re in-depth insights are what they’re after.

Authority isn’t about backlinks anymore: it’s about relevance.

Your content has to be super relevant to your target audience. That means going local, writing in a style that works in Australia and shows citations, references and more.

Measuring the Effectiveness of Content Marketing Efforts

Tracking the performance of your content is crucial for determining its effectiveness and return on investment (ROI). Key metrics for corporate clients include:

Website Traffic

Use analytics tools to track the number of visitors to your website. Look for trends in traffic patterns and identify which content pieces are driving the most visits.

Lead Generation and Conversions

Measure the number of leads generated and the conversion rate of your content. This helps in assessing how well your content is contributing to your business goals.

Social Media Engagement

Monitor likes, shares, comments, and other forms of engagement on your social media platforms. High engagement rates indicate that your content is resonating with your audience. And this forms part of your marketing efforts that contribute to your goals.

Social Media

Emerging Trends and Technologies in Content Creation and Distribution

Staying up-to-date with the latest trends and technologies is essential for maintaining a competitive edge in content marketing. Some emerging trends in 2024 include:

Video Marketing

Video content continues to grow in popularity. Incorporate videos into your content strategy to capture attention and deliver information in an engaging format. If a picture tells a thousand words, a video tells a million.

Interactive Content

Interactive content like quizzes, polls, and interactive infographics can boost engagement and provide a more immersive experience for your audience.

Personalised Experiences

Use data to create personalized content experiences for your audience. Personalisation can improve engagement and foster a stronger connection with your brand.

Social Media

Ensuring Consistency with Brand Voice and Messaging

Maintaining a cohesive brand identity across all channels is an important thing for internal marketing teams at Australian corporations. Traditional marketing theory teaches us that consistent brand styling creates trust and recognition. So corporates tend to do these things:

Develop a Brand Style Guide

Creating a comprehensive brand style guide that outlines the brand voice, tone, and visual elements. And then get the guide out to all the internal content creators to ensure consistency.

Regular Training and Communication

Regularly training their team on their brand guidelines and keeping open lines of communication to address any discrepancies or updates in the branding strategy.

 

Social Media

The trouble with this approach in 2024

Brands tend to be very generational. What works for Aussie boomers doesn’t always sit right for Millennials. And what worked for people in their late 30s ten years ago won’t necessarily work for the same demographic now. Sticking to one style that worked way back doesn’t guarantee that it’ll keep working.

For example, even Johnson & Johnson changed their timeless logo for a new era. And love it or hate it, there’s a good chance that in five years time, no one will remember the old one anyway.

Repurposing Existing Content to Multiply Reach without Multiplying Effort

Repurposing content allows you to maximize its reach and impact. Consider transforming your content into different formats and distributing it across multiple platforms. For example:

Blog Posts into Videos or Infographics

Convert blog posts into engaging videos or infographics that can be shared on social media or embedded on your website.

Webinars into Ebooks

Transform webinar content into comprehensive ebooks that provide valuable information to your audience and can be used as lead magnets.

Social Media

The 2024 twist on this for Aussie corporates

Repurposing doesn’t just mean copying and pasting the same things into every location. Your readers on Medium and LinkedIn may be very different to those on your website. So adjust your voice, tone and examples for the different places you’re presenting your repurposed content. This is especially important on social media. What goes well in a Facebook group for local mums is not the same thing that will blow up on Instagram Reels or YouTube Shorts.

Incorporating Storytelling and Emotional Appeal with the Cringe Factor

Storytelling is a powerful tool for creating a deeper connection with your audience. Use compelling narratives and emotional appeal to capture attention and leave a lasting impression.

Relatable Stories

Share stories that your audience can relate to. This could be customer success stories, behind-the-scenes looks at your company, or personal anecdotes from your team.

Emotional Appeal

Tap into emotions like happiness, surprise, or empathy to make your content more engaging and memorable.

Social Media

How the best companies are pulling this off in 2024

Storytelling isn’t what most companies think it is. It’s not just telling the history of the company and how things came to be what they are now. It’s less your company’s story, and more your customer’s story. Think of it like this:

1. A customer has a problem they need to solve

2. They don’t know how to solve that problem

3. You are their guide towards a solution

4. Your end goal isn’t to sell it to them, it for them to choose to buy it

5. The customer is transformed by your solution

Telling a company not to sell is like telling a bird not to sing. We get it! But when it comes to storytelling, your company isn’t the hero – you’re the guide. The customer is the hero.

So what’s next?

All your most experienced and qualified marketing people can’t be expected to stay on top of everything that’s relevant in 2024.

And this is even more true when your business is smaller. Which is why Clickstarter exists. We are continually learning, watching, doing and testing to ensure they every one of our curricula on marketing, entrepreneurship, social media and corporate storytelling is made for right now.

Email [email protected] to find out more about how your business can benefit from our exclusive business and marketing skills-gap training.