As a writer who specializes in helping clients make the most out of their content development and marketing strategies, you know that getting someone to glance at content you create is the easy part. Capturing those readers and engaging them for longer than a brief moment is what separates innovative content from an average web presence.
Before talking about how to create such content, we need to touch on what is at the heart of innovation itself. By definition, the word "innovative" means "introducing something new; to invent; to apply changes to something that already exists."
For content development, this means being able to be at the forefront of communication. It's easy to bring up the rear - to end a conversation or to repeat what someone else has spent time researching and presenting to the world. It's something else entirely to "innovate" and think ahead to what will be relevant in the near future.
As a general rule, here are some tips for developing innovative content that captures readers:
- Take time for a good old-fashioned brainstorming session. Great ideas are often the by-product of an altogether different conversation - do not be afraid to ask crazy questions and posit crazy solutions; you never know when that will lead to a content development breakthrough.
- Know your audience inside and out. If you really get what drives them and know how they best receive information, you are well equipped to innovate within that target market with a high probability for success.
- If you are truly excited about both your writing and the company you write for, chances are that your passion will shine through. True passion reaches out and grabs people, begging them to listen up to what you have to say.
Innovation is, by design, simply creative thinking that is not afraid to take a risk. Develop this ability and you will be well on our way to developing content for your clients that will reap dividends in the staying power of their readers.