Insightful, engaging, fresh new content creates customer loyalty and better opportunities for businesses – which are just two of the many reasons why 70% of marketers are shifting their budgets to original content.

The art of storytelling is powerful. It helps your business to connect with its audience, making them care about your brand and distinguishing what makes your brand different from others. It allows you to draw visitors to your pages with specifically designed, relevant content that you know your audience will love.

To put it simply, good storytelling sets you apart from the crowd, making sure your readers and customers keep coming back for more.

It’s not just your audience that loves killer content either – Google does too. In fact, Google’s algorithms are based around content strategy, meaning websites and blogs rich in fresh, quality content win over those that have neglected original content.

Overcoming today’s real-life struggles to create stellar content

We know that creating original content isn’t easy. According to a recent study conducted by Curata, 69 percent of respondents said they had difficulty creating original content. Another 65 percent claimed they didn’t have the time to do it – but if you want your business to be a success you have no choice.

Original, useful and relevant content that meets the needs of your audience is crucial to modern day marketing success. There’s no need for a sales pitch or advertising messages, you just need good quality content to build that trust with your audience and success for your business.

Stellar content is engaging, educational, fresh and timely. It should answer those questions that really matter to your audience.

To create this sort of content you need a strategy. You need to decide how often you are going to post, whom you are targeting, what you are hoping to accomplish and how you’re going to measure the success of your content.

We recommend posting on your chosen channels on a regular basis and on a specific day as well as keeping the length of your blog posts more than 250 words but less than 1000. Breaking any text up with pictures, infographics or even short paragraphs or colour makes the experience more enjoyable for your reader. It’s also essential that you encourage interaction through a call to action.

Considering the type of content that works best for your business and its audience is also key. Email newsletters, social media posts, blog posts and videos can all be effective – but ultimately you need to consider what works for your audience and what will lead to your overall success.

Merrick is a seasoned marketer with experience on both sides of the client / agency fence. As Client Services Director at Silver, Merrick is instrumental in helping Silvers customers tell their stories in the most compelling and effective way