Evolve CommunicationsContent Development

Posts Categorized: Content Development

Does telling people to write great content make for great content?

duh

If you read enough blog posts about social media, you quickly will see a common thread that runs through it. “Write great content” is a mantra in marketing circles these days.

Well, duh.
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It seems like every time we turn around, someone is telling someone else to write great content. It doesn’t matter if it’s on Facebook, Twitter, Google+, blogs, or your favorite bar’s bathroom wall (really, you shouldn’t be writing on walls, though arguably a bar bathroom is fair game for marketing). No matter what the question is, the answer always seems to be “Write great content.”
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Can’t we do better than that?
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As professionals–i.e. people who get paid to create and promote content, ideas, messages, etc.–we need to hold ourselves to a higher standard. Yes, the internet is often an echo chamber. Yes, we borrow ideas from things we’ve read, process them, and then miraculously pass them off as original ideas that no one has ever thought of before. Sure, there’s a common consciousness we share to some degree based on the common things we share online.
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So, without casting any more stones, here are own tips for creating great content, built from our own experiences.
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1) Ask your audiences what interests them. A simple five-question survey will help you find out what’s interesting to your audiences. What information are they lacking that they aren’t finding elsewhere? Figure that out, and you’re destined to win some hearts, minds and eyeballs on a regular basis.
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2) Find out what people’s pain points are. Along the same lines as #1, find out what bothers your audiences, and address that.
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3) Get visual. With the rise of Pinterest, we’re all thinking more visually today. Yet, we’ve seen lots of posts across a variety of media that don’t have any visual (obviously, Pinterest excluded). Find something interesting to grab people’s interest!
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4) Get comical. A pithy observation with a twist of dry wit can go a long way. Not only can it endear you to your audiences, but it can also help get your content shared.
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5) Don’t be afraid to reach out. Find out who your most vocal advocates are, or who you want them to be, and reach out to them. Compliment them, tell them you like their stuff, respond to their tweets. The bottom line is that you need to build a relationship. Once that’s established, reach out when you have something relevant.
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6) Have an opinion! When was the last time you paid attention to someone who didn’t have something interesting to say? And what made it interesting? Possibly it was their viewpoint. People pay attention for differences, and opinions stick out. Do you have to be controversial? Read number 7 to find out!
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7) It’s as much about how you say it as what you say. To answer the previous question, it’s not necessarily about stirring controversy (though that doesn’t hurt sometimes). But you can state an interesting, well-thought out opinion without being controversial or brash.
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Need more tips? We’re happy to help. Get in touch and we’ll talk.

Solar Energy World: Blogging Based on Research

It’s tough being a one-person marketing department. You’ve got a million things on your plate. The last thing you probably want to think about is keeping your blog updated.

That’s why Solar Energy World turned to Evolve Communications for help with developing content for their blog. Evolve thoroughly researched keyword trends related to solar energy, then created an editorial calendar and furnished a year’s worth of both relevant, evergreen content.


Redefining a Housing Fair

Picture this:

The real estate market has suffered major volatility for 18 months. People are uneasy about buying a home. And even if they want to buy one, the financial industry has been racked with scandals over high-risk mortgages and collateralized debt obligations, leaving the entire U.S. economy in shambles.

How, then, do you convince people to attend a housing fair–especially one in a county that Forbes magazine called the 3rd wealthiest in the nation?

One way is to make the housing fair more accessible than ever.

Using a combination of blogging, Facebook, Twitter, YouTube and good old-fashioned media relations, Evolve Communications worked with Howard County Housing’s marketing agency to drive traffic to the Come Home to Howard County Housing Fair, making it one of the most successful fairs ever.