How do content writer’s REALLY know what is engaging and continually produce that content to reach a large audience?
This question is what started us down a path of trying to create a way to write engaging content and get it in front of our client’s audiences when they are online and open to viewing it.
The more we researched and asked writers the more that we realized: the answer to that question is complicated. It seemed that each writer had their own “special sauce” that they utilized depending on their background, experience and passion for engaging their audience. Many of them could not back up their claims. And when you asked for data or analytics to prove their methodologies, the numbers seemed unimpressive.
We walked away from each meeting or interview with a greater confusion and frustration. There had to be a better way to write content that people care about and want to read. So I did what any one would do....we created our own methodology based on theory and knowledge.
We had to first figure out what elements needed to be incorporated to begin the process of writing. We knew we needed to know:
- What topic was most relevant for a specific day
- What digital platforms would we execute that specific content
- What colors/photos/videos was engaging so we can create it
- Is there a time that would capture the most amount of people?
We also needed to review what technology we had available at our fingertips.
- AI for content/social media
- Google Analytics
- Social Media Analytics
- Email Automation Analytics
We then married the data with the ideas/topics. And so a process and methodology came about. We can now capture the client experience, understand what THEY want to read/hear about and when is the most convenient time to push this content to them. And do this on a regular basis knowing that all of these factors change weekly if not daily.
We call this methodology the CCW. When we know what topics engage based on where the audience member chose to engage with a company we can track their journey which makes our content writers effective. We can utilize the AI technology to showcase trends on colors as an example that will help us design emails, videos, infographics, etc.
Key things that have made a difference not only for StrategyNest but our clients as well are:
Social Media:
- We know specific to each client the colors, keywords, topics, hashtags and time that is most engaging in real time. This means that we can create the most engaged with content in the industry
- We can take those colors and design other digital content for ads, emails, websites etc.
- We can update those digital avenues on a regular basis for each client. This makes the content more relevant and interesting to the audience
Email Automation:
- We create content that is specific to an audience. A client could have many audiences and writing specific to their needs is key. How do we do this?
- We track, not just open rates, but content type per audience persona to get the best direction and deploy the emails based on what time they are at their computer, and the videos/photos/words that resonate the most on that specific day.
Website Content:
- Have you ever been to a website that hasn’t changed their content in what looks like years? I noticed this and came up with a plan to change portions of a clients content depending on what they engaged with on social media AND what emails they opened and engaged with via the dynamic content we sent to them.
- We see that audiences want to spend more time on websites when the content is what they want to read about.
Paid Ads:
- Why pay for an ad and have the content be irrelevant to your audience? Can you honestly say you know EXACTLY what will resonate with them? We can.
- We use what we have learned from the AI analytics, the social media engagement, what emails were seen and responded to, and where that specific person spent the most time on a website page.
- Now we KNOW what clients should put out on an ad to drive engagement.
- AND the AI platform tells us how much to spend per ad so we don’t waste our clients money
This process is more than just how many followers you have, how many people opened your email and how many people came to your website. This gives companies a deeper insight into their audiences which in turn allows us to meet our clients goals by creating content that works.
Contact StrategyNest to learn more about how our CCW can help us create the perfect strategy for your company.