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Turning “information” into content is about control. Controlling the conversation, controlling the way people view your brand, even controlling how people engage with the information that’s being presented. When it comes to content marketing, information and the use of it can be a business owner’s greatest advantage.

To properly control content, you need to understanding how content performs on every level and how you can create conversations around it. The key is to take the information you want to share and transform it into a content format that your target audience is use to seeing.

Information transforms into content when it is received in a format that we recognize. Once you have gathered the appropriate information for distribution, the next step is to find the right channels and to make sure your content is there to be discovered.

Below I am going deep dive into how you can turn “information” into content.

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1. Choose A Content Format

The greatest thing about content formats is that we are psychologically trained to recognize them on every level regardless of familiarity or complexity. For example we have:

• Blog posts
• Images
• Videos
• Quizzes/polls
• Press releases
• Audio

When choosing a content format you’ll want to keep your target audience in mind. To increase your odds of success you’ll want to distribute the information through a content format that will produce the most results. For example, press releases are mostly recognized for their intended purposes, reading about updates and information.

You don’t need to necessarily be a writer to consume the message that is being presented in a press release. It all falls back to “information”. The next time you see an “ON SALE” sign, take note of how you automatically register the percentage/dollar amount off.

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2. Choose The “Right” Channel To Broadcast Your Message

Using the appropriate content format is essential when it comes to turning “information” into content. The next step is choosing the right channel to present your message. No matter if your using Facebook or Google for advertising, you’ll want to make sure the information being distributed is directed to the correct audience.

Your main focus should always be centered around presenting information in a content format that your target audience will automatically recognize. For example, if you’re target audience consist of Men (Ages 35-54), who use power tools daily for work. Using Pinterest for advertising might not be the appropriate allocation of funds.

Even if your channel of choice for distributing your content is clear cut. You’ll still want to do your research to ensure that you’re being strategic with your content marketing efforts. Choosing the right channel is all about figuring out how your target audience communicates online.

To truly control the conversation around the information being presented you’ll want to mesh your branding and content strategy with your content marketing efforts to create a message architecture around your brand. The best way to turn “information” into content is to understand how all three can work to the advantage of your business.

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In Conclusion

Turning information into content has been repeated throughout history many times. From Shakespeare, to Harry Potter books that are adapted to the big screen. I encourage all business owners to give deep thought to how they can continue to turn “information” into content.

It’s exciting, rewarding, fulfilling and definitely pays off when it comes to creating content around your brand. The cool thing about marketing, branding & new media is that you can pull from multiple sources and apply it to your situation in a fresh and innovative way. .

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