Kyra Kuik's Posts



How to Create Evergreen Content that Builds Your Business

Content moves at a breakneck pace — there are about 41.7 million WordPress posts published each month (and WordPress only accounts for about 22% of CMS usage). This high speed evolution can make content marketing seem not only intimidating, but also...futile. After all, what’s the point in creating something that’s only going to attract a short burst of readers, then quickly grow irrelevant?   

Fortunately, not all content is so ephemeral—evergreen content can still be relevant and attract readers years after it’s published, which I personally find comforting. You don’t have to create something that’s on-trend, newsworthy, or immediately popular. Instead, it can be useful, relevant, and sustainable.

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Getting to the Heart of your Audience: How to Conduct Effective Customer Interviews

Harriet and I have been hard at work on a new, comprehensive guide for Distilled’s readers. No Words Wasted: A Guide to Creating Focused Content (as you might have guessed) walks readers through content creation and strategy from beginning to end.  

               

One of the most crucial steps in content strategy (and one our guide focuses heavily on) is audience research. Consumers are inundated with content, so yours has to be relevant and targeted to keep your audience’s attention—but in order to create content that achieves those goals, you first have to understand who your audience is and what they’re interested in.  

There are a few ways you can get to the heart of who your audience is—a great place to start is audience interviews.

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Using Content as a Tool to Drive Customer Passion

I think we all can probably agree that consumers are currently exposed to a huge amount of content. As I’ve previously mentioned, Americans are now spending an average of 5 hours and 16 minutes online (via laptops, desktops, and mobile devices) and 4 hours and 31 minutes watching TV per day.

Not only are we spending a lot of time online and in front of the TV, but we’re also exposed to advertisements and various forms of marketing when we’re not plugged in.

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Why Traditional Branded Content Isn’t Enough to Attract Consumers

In 2013, US adults will spend an average of 5 hours and 16 minutes online (via laptops, desktops, and mobile devices) and 4 hours and 31 minutes watching TV per day. That’s a lot of time we spend taking in various forms of content (articles, Netflix, YouTube videos, etc.).

Yet, despite all that time we spend consuming content, on average, 8 out of 10 people will read headlines, but only 2 out of 10 will read the rest of the content.

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How to Train a Content Team to Have a Singular Brand Voice

If you’ve delved into the realm of content marketing or created a content team, you’ve likely come across the term “brand voice.” You’ve probably also run into sources that argue how important brand voice is—and they’re right.

Nailing down your brand’s story and voice is vital to your content marketing efforts, because giving your brand a voice makes you more personable as a company.

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And being a more personable brand is really important, considering 81% of consumers have either unliked or hidden a company’s post on Facebook. And, 41% of Twitter users have unfollowed a company before.

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