Content Creation for a CAM Website
You could argue that everything you do in marketing is creating content of some description. However, I’m talking specifically about the content created for your website which can then be shared on other platforms. The main types of content created are written, graphics, audio and video.
Focus on producing one core type of content which can then be repurposed in other ways. Pick one that suits your strengths and you enjoy doing as you are much more likely to be consistent with it.
If writing is your strength, blogging is a great option for you. If you’re just starting with content marketing, it’s also one of the least technically demanding ways of adding content to your website. Writing posts can help you build your confidence, especially if you’re nervous about recording your voice or putting yourself on camera.
Writing articles allows you to demonstrate your knowledge and is a versatile way of creating content. They can be short and to the point, provide step-by-step instructions, or you can go in-depth on a topic.
You can add interest to your blog posts by using images and graphics to illustrate and support the topic. This will help to break up the copy, make it more visually appealing, and you can then use them to promote your article on social media.
Creating written content is very important for your website as it tells search engines what is on the page. Even if you create other types of content such as podcasts, infographics, or videos, they will need copy to accompany them, even if it’s a simpl esummary of the content.
“A picture is worth a thousand words” according to the English adage. If you love creating artwork, infographics are a visual way of sharing information clearly and quickly. Use them to share knowledge, data, tips, and step by step instructions in a way that is engaging and interesting.
If you don’t have the technology yourself, there are plenty of free online software available to help you create professional-looking infographics. They are great to use on your website but also brilliant to share on social media as they are visually appealing and will attract engagement.
If you want to start creating your own infographics, start by researching others. Decide which ones you think work the best, and what styles you like. Collate a few examples for reference and to inspire your own design. Gather the information you want to convey and sketch out the graphic, using images and symbols to get the message across using the least amount of words possible. It will force you to be concise with your copy as you need to communicate the idea visually without an overwhelming number of words.
You can then create your own infographic, or for best results send your brief to a graphic designer. Whoever produces the artwork, keep the design of the graphics in keeping with your brand so there is a recognisable look and feel to them.
If you love talking, podcasts are a great way to create content and connect with your audience. Podcasts are popular as listeners can literally consume them on the go whether that is walking the dog, at the gym, or driving the car. There is no limit to the length of a show, and they can vary between a few minutes to over an hour.
When you listen to a podcast regularly you feel like you know the host personally. You start to build a relationship with them and have a sense of who they are and what they stand for. This is what makes them such a powerful marketing strategy for practitioners.
I created a series of fifty podcasts with a colleague a few years ago. Listening to them today, I cringe! They now feel dated and a little amateur because we didn’t really know what we were doing. When we started we wrote, recorded, and edited them ourselves. But they continue to attract clients, years after they were produced and provide value to our clients. When clients are researching our training, they listen to them and get to know us and our style. When it comes to picking a practitioner, we are the first choice because they already know us.
Podcasts are reasonably easy to record and edit, but you can outsource the editing if you have the budget. Podcasts are free to create if you do them yourself. If you don’t already have any software you can download free options online for editing and recording. The software providers include tutorials to walk you through getting started.
You may need some assistance from your web developer to link everything up properly at first. Once the system is set up it will be easy to maintain yourself.
If you don’t want to put your face on video but love talking, podcasts are great for building a connection with your audience.
It is estimated by 2022, 82% of all internet traffic will be video based (Cisco.com updated 27.02.19). Video is becoming increasingly important for anyone who wants to improve their presence online and is the first choice of media for many online marketers.
Video is a brilliant way to connect with your audience and add content to your website. It is the best way for people to really get a sense of who you are and your style. It is also one of the least utilised versions of content created by practitioners. You can really stand out from the crowd if you produce videos. I certainly recommend you have at least one video on your website introducing yourself and your services.
Create helpful videos for your clients and potential clients in the form of a vlog (video blog). Vlogging has become increasingly popular, with people earning a living from producing their own video shows. Vlogs don’t have to be super polished, but they have to provide value and be published consistently. There is the option to create live videos on social media and save them to use as a vlog later.
The second biggest search engine is YouTube, which is owned by Google. Having your own YouTube channel and creating videos will increase your chances of being found online.
Start with where you are and what you have available now. Technology has advanced and you can create a great quality video using your phone. You can improve the quality by shooting in natural daylight, simply stand in front of a window with the camera between you and the window. Don’t get stuck thinking you need lots of equipment.
Plan out what you want to talk about first. Next, create simple videos which are a few minutes long sharing your thoughts and tips with the camera. If you hate the idea of putting yourself on camera, you can create videos by recording a presentation, a carousel of photos, or creating an animation which you can narrate. Add captions to your videos so if someone is watching without sound, they can follow you. These can be done as you record with some software or added later. Once recorded, keep any editing as simple as possible and do what you can on your phone.
When you are happy with your video, upload it to YouTube or with a website hosting company and embed it on your website. Never save a video directly to your website as the files are large and it will slow your website down.
If you struggle to work out the best content for you to create. Contact me for a discovery call and find out how I can help you.
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