Week 4: Creative Content Marketing

Creative Content MarketingContent marketing is the key to attracting and engaging your website visitors. If they believe that the content you create will benefit them in some way, whether this is through giving valuable insights into an industry topic, or simply by being humorous or interesting, your visitors will stand by it.

What Type of Content Will You Produce?

From blog posts, to videos and podcasts, the type of content you create will largely depend on the nature of your business and the topics you will be creating your content around.

For example, while a lot of content tends to work well in written forms, if you want to explain how to do something such as bleed a radiator, or create a floral arrangement, you may find that making a video demonstrating how to do this makes a lot more sense, and is more accessible for the user.

Is Your Content Optimised for Your Audience?

When creating content, you need to ensure that you are optimising it for the audience you have, in order for it to be effective and engaging.

Audience Intent

The first thing you should think about when planning a content marketing strategy is intent. The nature of your business, and its audience, will determine the intent of your website visitors and their reasons for reading your content.

For example, if you own a plumbing company, your customers will be looking for help and advice, whereas the customers of fashion retailers might be looking more for inspiration and content that is more interest based. Ensuring that you know what your customers are looking for, and deliver that, is of the utmost importance when creating content.

Language & ToneLanguage and Tone

When creating content, it’s important to keep in mind who you’re targeting, and the best way to speak to them.

It’s understandable that you need to sound professional, but make sure you don’t sound too corporate. Adopting a conversational tone in your content will make you sound more accessible - and not frighten away the very people you’re trying to reach.

When thinking about the language you use, avoid using too much industry specific language and opt for using more widely known language (or just explain clearly what something is before talking about it in full). This is especially important if your audience are the general public as opposed to industry experts - if a piece of content makes someone feel like they’re drowning in jargon, this can very quickly lead to them leaving the page.

We know you have a business to run, and so does your audience, but your content marketing is not the place to push a product or service. If it’s really relevant, you might be able to get away with a brief mention of one of your products/services, but otherwise, your content should be more focused on educating and helping your customers. Your content is a platform to build trust, if your audience feel like they’re being sold to, this trust could be lost.


Once you’ve got the intent and the tone right, you need to consider the structure of your content - how long is it? Whether you’re writing a blog post, or creating a video, users can be scared off if they think your content will drag on for too long.

Ensuring that you stay on topic and present everything as concisely as you can will mean that you can keep the length of your content down to a minimum, without cutting out anything important - and, anyway, as long as your content is focused and helpful, if it’s a little on the longer side, your audience probably won’t mind.

Breaking up your writing into shorter paragraphs, and using titles and subtitles to sort everything into sections will help your audience scan your content and find what they need quickly - and using imagery throughout your blog posts will mean that they aren’t just blocks of text.

Making sure you break your content into manageable pieces, and not just publishing an essay, will prevent your audience form being overwhelmed, or from being put off before they’ve even started reading.

Capture Customer DataWill You Capture Customer Data?

When planning your content marketing strategy you should consider using it to capture data.

If you create helpful guides, or some kind of content that your audience will perceive as more valuable than your regular content, this can be a great opportunity to obtain information from your users.

Requiring users to give their email address before they are able to download or view a piece of content will mean that you can grow your list of email subscribers and reach out to them with future marketing campaigns and increase your chances of guiding them further along the customer journey.

Our Advice

Before you implement a strategy, make sure you know who your audience is, and what they expect and need from your content marketing. If you need any advice on identifying what your audience are looking for, tweet us @Statement and we’ll be happy to help.

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