1. Produce something that people want to read

Let’s tackle content first, it might be your Mastermind specialist subject, but is it of interest and relevance to your prospective audience? If the answer to either of those is no, perhaps reserve it for your own blogging or LinkedIn space.

Research is key. Get to know what kind of content your audience like to read. Smart marketers look at keyword analysis, in other words, establish what keywords your prospective audience are searching for that you want to be found for and write around those things (include key words in the copy for SEO).

Considering content relevant to your organisation and audience that is trending/popular/favourited/liked on social media channels, can also help to inform and shape a ‘now’ content strategy. Using what’s working for others in terms of theme, tone and length can be helpful in getting you out of the blocks with resonant content quickly. Where you can optimise engagement with your readership, shareability should provide organic growth.  

Using Google Analytics to goal track visitors to your content pages will also help to measure the success or otherwise of your content strategy. This helps guide what to do more or less of to replicate success.

2. Keep to the point

We’ve already touched on valuing your readers time and ensuring that the length of your story is appropriate. The simplest guide is to imagine this story hitting your desk at a really busy time, what would compel you to read it?

A hooky title to pique interest is always worth investing time in but if the main content looks overwhelmingly long, readers are likely to resign early. As a guide try to keep your contents word count under 600 words (as the length most frequently read). Edit, edit and edit some more!

Tips and tricks to keeping your content succinct and on point include identifying the key messages to convey and potentially using them as subheadings to provide structure. Using easy to consume bulleted lists can also be helpful. These techniques make content easier for people to scan through and digest pertinent points quickly.

3. Take people on a journey

A story arc is a helpful foundation in considering the critical components to your story. You should set the scene, describe the action leading to the climax or critical point before explaining the results and providing a resolution (everybody loves a happy ending!).

4. A picture paints a thousand words

Finding an appropriate image to support your message is important. There are even free stock image sites that can help where your organisations image library isn’t quite up to the task.

5. Make your story accessible

How you distribute your content and how your audience likes to consume it need to compliment and match each other. Sometimes you get more attention from postal campaigns compared to email due to the saturation of the medium. Other times text based campaigns through mobile messaging or an app provide more immediate engagement. Where budget and time allow, making content available through a variety of channels helps to inform future content and engagement strategy.

Before you publish your well considered strategic piece of content, our final recommendation is to have somebody else read it who will give you honest feedback (and potentially pick up on things which authors can inadvertently overlook).

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