Ask Buffer: How to Create High Quality Content

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How do I create and improve high-quality content is a question that I ask myself often. If you’ve been creating content for some time, you may find that you are unable to match the quality of other creators.

Even with the caveat, that we are focusing on social media I can understand your dilemma. We won’t provide you with a step by step guide on how to create quality content.

In this article we will offer you guidelines and advice on how to treat your content with more intention, so that it can deliver better value and satisfy your creativity desires.

What is high quality content?

In the simplest of terms, high-quality content (within the contexts of our advice and the situation you are in) serves the audience’s needs. It:

• How to get your audience’s interest
• They will be engaged whether they watch or scroll to the end
• They want more

Why? Most people are now more selective about how they choose to spend their media time. By offering quality content, it is easier to win them over.

How can you ensure that you are creating high-quality content to grab and hold your audience’s interest?

How can you create content of high quality?

Your audience should be inspired by two things when it comes to high-quality content regardless of the platform, audience or format.

• a feeling (enlightenment, happiness)
• A comment (knowing more, bookmarking a date for future reference) is an action.

Does it make them laugh if you create a funny video? Are people raving in the comments about being enlightened after you simplified a complicated concept? Did people ask more questions if you told a story about your personal experience of learning a new skill?

You’re already on the right path if this is happening for you. If you don’t, then content creation will require more than just posting and coming up with new ideas. This doesn’t mean you have to remove all spontaneity or fun from the process. Instead, it means having a system which helps you create content consistently that resonates.

Before you begin working with a content management system, we’ve compiled five guidelines that you should consider when creating content. They are listed in the order they will affect your audience’s journey through your content.

• 
  What is the quality of production?
  

The production part is the most difficult to master, but also the easiest. If you are writing a blog, recording a podcast or filming a movie, make sure that all technical aspects such as audio, visuals and editing are of the highest quality. Keep your style, tone and quality consistent across all of your content. This will help you establish your brand and set expectations for your audience.

• 
  Does it engage and make sense?
  

Hooks are the new way to engage people. Hooks are the first few sentences (or seconds) that you use to grab your audience’s interest and keep them around.

You should also consider what happens after you have hooked your audience. You need to make your content easily digestible, because even if people are looking for you, they will move on if it’s not what they want.

Avoid using complex language if your content is educational. Get straight to the point. Use sharp editing, and make use of the features available on your social media platform if you want to entertain. You want to encourage them to change up a static image, video or text.

• 
  Does it have any value?
  

Content should be a response to the needs of your audience, and this can become your niche. Adam Karpiak’s LinkedIn profile, for example, shows “a humorous and transparent recruitment approach.”

To determine your audience’s requirements, pay attention to the most common questions. Then answer them from your own perspective. If you’re creating content for recruitment, don’t be afraid to add personal anecdotes to make it relatable.

• 
  Is the product original and authentic?
  

This trap is more than just repeating the latest trend. This trap goes beyond just following the latest trends. This trap also appears when you try to copy the latest trend on Twitter, or make videos that are the same length as those of the most successful YouTube creators. Your unique experiences will set you apart.

Jayde Powell knows how difficult it can be to “fit in” with social media. But she has stuck to her authentic voice and won a loyal following. Authenticity attracts. Create content that truly reflects your personality, even if this goes against the grain.

• 
  How was it performed?
  

When evaluating the performance of your content, look beyond metrics such as likes and retweets. You’ll get more quality if you compare an Instagram post that received 50 likes to a Reel post with 500.

Consider the performance of your content in terms of how your audience reacted and use that to inform what you create. Encourage your audience to give feedback on your content. Constructive criticism is a great way to improve.

Take five minutes to check each box.

Four tips for creating high-quality content

Here are some tips on how to consistently produce content now that you know the qualities to look for.

Plan your content ahead of time to lay a solid foundation

You’re probably like me and forget things that aren’t written down on a calendar or checklist. I use a variety of tools to plan and schedule my content so that I don’t miss anything.

You can streamline your creation process even if you are a person who has a memory like steel and is never late. A content calendar is the best way to plan.

You can use the right tool to track your ideas, create deadlines and even determine where you should repurpose content. Content calendars can be created using platforms like Notion or Trello. You could also use Google Sheets. Here are some ideas for what you can include in your content schedule:

• Idea: What are you publishing?
• Format: What type of content does it contain?
• Platform : Where will you publish your ?
• Distribution — If you are creating a large piece of content, such as a long article, it’s a good idea to plan how you will promote it.
• [Optional] Opportunities for Sponsorship– If you are working with sponsors or would like to pitch sponsors, it is helpful to know.

Planning only works when you have some ideas. You need to do research to come up with ideas, whether you’re creating evergreen or timely content.

Research and knowledge gathering should be a priority.

You must include knowledge gathering into your content creation process, whether you are creating evergreen content (always current) or timely content. What questions do people have about your industry or topic? What are your competitors doing? What are the current trends?

Platforms and audiences are constantly changing, so it is important to stay up to date with the latest trends, insights and innovations. It doesn’t matter if you specialize in “Day in the Life TikToks” from Alaska. The ability to frame ancient concepts in a new light is valuable. Here are a few ways to achieve that:

• Allocate time for research. Set aside specific hours or days to conduct in-depth research. By committing to a topic, you can offer your audience new and insightful perspectives. You could earn the same amount of money as creators such as Edwin Dorsey for your analysis by dedicating time to research.
• Create your digital presence around a niche. Within your niche, you can follow top industry creators and leaders in the field and read popular newsletters. This helps you reshape the algorithm(s) so that it is tailored to your interests, and not vice versa. I love niche newsletters as a research tool. The best ones offer both timeless tactics and current applications, such as Katelyn Bourgoin’s Why We Buy.
• Take advantage of the Internet. This may seem obvious, but there is much more information available than the first page on Google. Google Trends, which is even more powerful when combined Glimpse, keeps you up to date with real-time trends and allows your content to be at the forefront.

• Be eager to learn. The Internet is moving so quickly that you cannot possibly know it all, even in your industry or niche. Enroll in online courses and attend webinars to stay ahead. These educational opportunities will equip you with best practices in your niche (Jay Clouse’s Creator Science would be a good option) and the latest trends for content creators.

It is not negotiable to do research and stay updated. This is a sign of your dedication to providing value, and it ensures that your content remains current in an ocean of information.

Your creative process should be as efficient as possible.

The refinement of your content creation process will help you to create consistent, high-quality content. Not only does it matter what you produce, but also how you do it.

• Efficient Batching: Grouping similar tasks is one of the secrets for consistent content creation. For example, drafting outlinings for multiple articles at once (like I do!). This method allows you to focus more on the task at hand because you won’t need to switch between platforms or formats. It also increases productivity. Designate specific tasks for certain days to maximize your creative energy and prevent burnout.
• Discover the tools that will help you to work faster. In the digital age there is a tool available for every type of content. Canva and Grammarly help you create visually appealing visuals. Descript allows you to edit podcasts and videos. You can improve the quality of your content by using the right tools.
• Maximize the reach of content Repurposing allows you to present information in different formats. From blog posts to podcasts, you can repurpose content. Distribute your content, improve your audience engagement, and reach your target audience without having to start from scratch. This guide will help you maximize your content to create a repurposing strategy.
• When to delegate: Knowing when to delegate can be crucial. TikToker, podcaster Dulma Alcan and a freelancer worked together to repurpose Dulma’s podcast into her newsletter before she paused the podcast. You can delegate your tools to do the work for you – Buffer will schedule your posts so that you can focus on engaging or creating content while they handle distribution.

It’s not just about being efficient; optimizing your process for content creation is about producing the best possible product. Once you develop a system for your content creation, it will be worth the effort.

Use analytics to improve your content and get feedback from the community

Let your audience drive your content. It’s important to know how your content is received. This will tell you if all the hard work that went into researching and creating it was worth it. Metrics are important, but they’re not the only way to understand this.

What do people say? What do they say? Are they asking for more? It is important to adapt and understand your audience in order to improve the quality of content. Here’s how to incorporate feedback from your audience into your content beyond your analytics:

• Use online communities. Platforms such as Reddit, Quora or niche communities in Discord or Slack are invaluable. Find the groups that are relevant to your niche and invest time (and money, sometimes) in them (I am part of a number of social media-focused group). Participating in these communities will allow you to tap into the wealth of ideas that your audience has.
• Create feedback mechanisms. The best way to find out if your content is on target is by directly asking your audience. Encourage your audience to express their opinions, through polls, comments, direct messages or replies to your emails. This feedback can help you not only gauge the effectiveness and quality of your content, but also identify immediate improvements.
• Make data-driven decisions: Use the analytics of your content distribution platform to gain these insights. By using metrics such as time watched, bounce rates, and engagement rates, you can refine your content strategy continuously to align it with the preferences of your audience.

You can create more engaging content by combining your ideas and the feedback of your audience. Prioritizing engagement and continual improvement will help you achieve high-quality content that is sustainable (and perform at its best).

High-quality content should be your standard

Quantity is a major obstacle to producing high-quality content. Those who have been creating content for years can do so without losing quality because they use large teams and processes. Most creators do not have the resources to produce as much content, but they still strive to maintain a similar level of output.

Reduce the amount of content you publish if your quality drops because you are overloaded. If you are on multiple platforms, you should reduce the time you spend on them if they don’t feel right to your taste.

You can set yourself and your audience a standard of quality and consistency by focusing on high-quality content.