What is "high value content?"
High value content is anything that helps your audience solve their problem, presented in the form of digital content. This can be social media posts, Youtube videos, blogs, and your website content just to name a few.
You may find this article creates a loop of sorts, because this article is high value content itself. It's intended to give you -my audience- golden nuggets of information that make you think Baseline Marketing Solutions has quality knowledge worth learning. The goal is to keep you coming back for more, and establish credibility that we know what we're doing when it comes to digital marketing.
Without high value content, a brand's social media may be cluttered with personal photos and videos, filler content, and other information that is 'pretty', but lacks usefulness and purpose. This isn't to say that a social media page automatically fails without high value content, quite the opposite. With a big enough following, even filler content will get a high level of engagement. But when you're trying to gain and keep attention, high value content is the way to go.
How do I create "high value content?"
To offer this kind of intensely engaging information, you'll want to provide the solutions to your audience's most emotional pain points in an easy-to-digest format. This may feel a bit like giving away your secrets, but without letting people get just a little bit of 'insider info', they might not trust that you know what you're doing.
Lets use a social media page for health supplements as an example. When creating high value content for the supplement brand, I might write an informative post about a 'secret ingredient' the readers can grab at their local grocery store to significantly increase their energy and performance in the gym. Of course, I'll then reveal that said ingredient works best when paired with another more rare ingredient found inside the supplement I'm trying to sell. The reader walks away with useful knowledge that validates the brand, and I get a chance to try and sell them on the product.
Fine tuning your "high value content"
One size certainly does not fit all. If you came here from one of our social media pages, you may notice that there's a LOT more to read here than on those posts. That's because it's important to tailor your content to the platform you're posting on.
For social media, you'll want to keep your message brief, and packed with useful knowledge. Most folks will lose interest fast on a platform like Facebook or Instagram if your post is too long or too wordy. Get to the point fast and offer them a call to action that tells them to come check out your offers.
For websites and long-form videos, you can go in-depth on your topics, and really take advantage of the opportunity to get inside your audience's mind. If they make it even a quarter of the way through your full-length article, there's a better chance to close them on an offer than if they're just scrolling your social media.
The goal of the content should always be to make the viewer feel like they just got golden knowledge for free, right then and there. Once they deem your content as relevant, useful, and “high value”, they'll want to come back for more and may even take you up on your products/services.
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