Every business needs to make digital content to stay relevant in this day and age. But while everyone is making digital content, only a small percentage of it is actually, well… good.
To make matters even more serious, many businesses have razor-thin profit margins. Every marketing campaign is risky, and new marketing materials need to produce serious returns to be worthwhile. If you want to make content that drives sales and produces great conversion rates, you’ve come to the right place.
Here are some of the best tips for excellent digital content creation.
Understand Your Audience
It’s one thing to make any old video ad. It’s another thing to make an add perfectly designed and tailored for your target audience.
In fact, there’s no real comparison between the two!
You see, targeted ads – meaning they are designed from the ground up to talk to a certain group of people and provide them with a real solution to real-world problems – are always more successful than generic ads. It’s like the difference between casting a wide net with a lot of huge holes compared to casting a small net to search for specific fish.
If you understand your audience, you can better craft a video ad that speaks to them deep down and is more likely to connect. Ads that connect are more likely to convert. It’s easy to see how understanding your audience can directly translate to higher conversion rates for all your marketing efforts, plus better profits across the board.
How do you understand your audience? Usually by getting a lot of data. This takes time, plus trial and error with video ads that are designed to help you narrow down your perfect niche. But eventually, you should be able to come up with a customer avatar or ideal user. Then you can use that information to create the most kick-ass ad campaign you’ve ever imagined.
Have a Distinct Voice!
Once you’ve begun creating ads, make sure that you develop a clear brand voice! The market is pretty saturated with startups and entrepreneurs just like you, almost no matter what your niche happens to be. Some industries are certainly more crowded than others, but it’s always advantageous to come up with a unique voice, style of writing, or brand identity.
Why? There are several big benefits to having a distinct voice:
- Your targeted customers will be able to identify you from the crowd that much more easily
- You’ll be much more memorable – if a customer has to pick between you and a competitor, and your voice is more unique or interesting, they’re much more likely to go with you
- Your voice can’t be easily copied by competitors without seeming fake. This is a form of brand protection
A distinct voice doesn’t literally have to be a voice (though it can be). “Voice” in this sense refers to how you represent your brand and the tone that all your ads and marketing material carry when they play.
For instance, is your brand lighthearted and comedic? Or is it more serious and informational? You should settle on one of these two broad categories and continually refine your voice as you produce more video content and bolster your marketing campaigns.
Over time, your brand will become inseparable from your offerings and your business will reap the rewards.
What Do You Offer? Make Sure It’s Clear
Every piece of digital content you create should have a purpose. Take this guide, for example. You aren’t just reading it because you’re bored! Instead, the point of the guide is clear: to show you how to create top-tier digital content in this competitive business landscape.
Similarly, everything you put out, whether it’s a guide, blog post, marketing newsletter, video commercial, or anything else needs to have a purpose. Even more important, that purpose needs to be clear to the viewer or consumer.
There are a few different ways you can do this:
- In a traditional video advertisement, your ad will likely have a story that illustrates a problem or pain point that the target customer likely experiences in their day-to-day life
- The ad will, over its runtime, demonstrate the perfect solution to that problem (your product or service). This demonstrates the point of the ad and justifies its existence
You should extend this logic to all the digital content you come up with. If you want to come up with a marketing newsletter, make sure that the contact information and call to action copy is front and center and easy for your target audience to see.
Writing a blog post? It often helps to tell the reader what they’ll learn over the course of the post, then recap everything at the end.
By practicing this focus over and over, all the content you create will be helpful and worthwhile to its consumer. This translates to brand trust and makes people more likely to trust what you have to say.
Produce New Content Frequently
Today’s business environment moves fast indeed. Because of this, your content pipeline needs to be constantly filled with in-production pieces and ideas for new content later down the road.
You should always seek to stay relevant and current. Comment on current events in your industry, come up with new products and services to reflect shifting industry goals, and send a newsletter every now and again to your loyal readers or customers to show them that you are still active!
People are loyal, but only to an extent. They’re likely to jump ship to a more active brand if it looks like yours has died out. You can avoid this problem if you’re constantly making new, current content that reflects the industry and stays relevant to your niche’s conversations or developments.
Calls to Action Are Your Friends
One last thing – each piece of content you create should come with a call to action. This includes everything, from video advertisements to newsletters to blog posts.
Remember, each piece of content you have should have a purpose. While the purpose can vary for the reader or consumer, the purpose is the same for you: to drive conversion and get people to your site or business.
A call to action outlines what you hope the reader or user will do and gives them a good reason to click that button or purchase your product. It may even come with contact information. Regardless of the specifics, each call to action should be charismatic, to the point, and relatively short.
For example, an expert video advertising agency might come up with a call to action with the last 10 seconds of your ad’s footage. This call to action will have your business’s phone number, website, and maybe even a landing page carefully tailored for your target audience.
Make sure your calls to action are airtight and your conversion rates will be much higher.
Ultimately, designing and producing top-tier digital content takes practice, and you’ll certainly make a few mistakes along the way. But hopefully the above tips will help you on your journey to business mastery and ensure that your next marketing effort is successful.
However, you can cut short the painful process of learning the ropes with the help of a video ad agency like Viscap Media. With years of experience under our belts and a crack team of video producers, editors, and writers, we’re well-equipped to turn your marketing vision into reality.
Contact us today and we’ll set up a meeting to start working with your business right away.