How to create online content for digital advertising

We have talked about How to plan a creative strategy for digital advertising. Now let’s go to the next step to discuss how to Create the Content for your Digital Advertising.

💡 Content Formats

Online content has lots of different forms and each of these different formats comes with its own purposes.

👉 4 main purposes of content

to entertain.
to inspire.
to educate.
to convince.

👉 Content Type

Consider how certain formats are best paired with specific content goals.

Blogs are typically published as a subsection of an existing website, and can include original content or guest-authored content. Writing unique, quality blog posts can help increase publicity and give you interesting content to share across other channels, like social media.
Infographics are informative and a great way to present knowledge visually. They work well online thanks to their eye-catching format and can help present complex or unusual content in a creative way.
E-books are educational, easy-to-read guides focused on a specific topic. This format provides readers with practical content and will help you stand out as an expert in your field.
Videos can include anything from product demonstrations to tutorials and customer testimonials. They allow brands to create engaging, entertaining, and useful content that can be consumed on the go.
Others: press releases, webinars, reviews and case studies.

🤓 Keep in mind

Think about the tasks you can easily produce yourself, and consider recruiting assistance for those you can’t.
Identify the purpose of your content, and then select the formats best suited to that goal.
When designing your content, remember to consider your audience, and address their needs in a format that will impress them.

🚩 TIPS:

Whatever format you choose, the purpose of content is always the same - connect with an audience. This audience will engage, share, learn, and even might convert into customers.

💡 Writing for Content Marketing: Copywriting

Reading habits can vary a lot between online and offline content, with factors like style, length and structure all having a big impact when it comes to writing for different channels.

👉 How to write good content?

Start with a great hook or opening sentence is important to draw people in. This could be a statistic, like “67% of people say owning a cat makes them happier”, or a question, like “are you up to date with the latest fashion?“.
Always keep your target audience in mind, and focus on what you can offer them. Try to read your content through their minds, and don’t be too salesy. You want to engage your audience, not overwhelm them with too many sales messages.
Incorporate a “call to action”, or CTA. CTAs are short statements designed to entice a website visitor to take a specific action, so you should make them as creative and persuasive as possible. It could be ‘start now’ or ‘sign up today’. Tailor your CTA to your strategy, and make sure it helps you achieve your objectives.

💡 A few ways to come up with engaging topics.

👉 Try to research your competitors to see what topics they cover.

As you research, keep a list of potential topics and refer back to it when it’s time to brainstorm new content.

👉 Use online tools:

Answer the Public: allow you to type in a specific subject or key term and receive a list of some of the most searched queries involving those words. This is great for creating content topics that respond to real user demand.
Search Console: help you see the terms people use to find your website.
Keyword Planner: shows you how many people search for a specific term.

👉 Make sure you’re consistent in your writing style.

So that when readers read your content, they immediately associate your brand or business voice with it. A clear and recognisable tone of voice will help to establish a relationship with your audience and differentiate you from competitors.