Are you wondering how to improve your content strategy but banging your head at where to start?
Well, I’m going to let you into a secret…
It’s not that hard when you know how.
Content is just simple storytelling.
Why is content important?
First things first, let’s look at why you need content.
Content is the way that people can buy into you and your business.
It’s only through producing content that people will understand your values, what you care about, where you’ve come from, and what your product is.
And don’t just take my word for it. A 2017 study by Time Inc. revealed that 92% of those surveyed felt that people who believe that brands are knowledgeable about certain topics want to learn more through content.
Content is just advertising then?
No. Whilst an advert should have a narrative, advertising isn’t story telling.
Ads are not as genuine and people can see through them. Advertising also costs a lot more money.
Think about advertising aimed at children.
The annoying ads that kids might watch during Saturday morning TV will spark their interest in a product, but will simply lead to more questions.
- How does it actually work?
- Where can I buy it from?
- Does it come in different varieties?
- How much does it cost?
Content that sits at the foundation of those products therefore, is where parents will go to answer the child’s questions (and ultimately make the purchase decision).
So, first and foremost, content should be created strategically as part of a larger marketing mix. It should them be combined with intelligent advertising spending and placement.
In other words, write good content that supports your business goals first, and then promote it.
It’s really not the big bang theory.
How to come up with content ideas
When it comes to content ideas, there are a few steps to take.
- Watch – Keep an eye on trending topics. What is your audience asking? What are they looking for? How does your product or service address these questions?
- Read – Make sure that you are an authority on the topic. Read around any gaps that you may have in your knowledge.
- Listen – Listen to what people are saying about your brand on social media. What are they saying about a particular topic?
- Ask questions – Ask for feedback. What would your audience like to see more or less of?
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My ‘day job’ so to speak, is creating content for baby, parenting and lifestyle businesses. I am never stumped when it comes to ideas or things to write by following these four basic principles. After all, when I’m not sat at my laptop, I’m wiping bums, entertaining my kids, looking after the house, and all of the other bits in between. So it’s fair to say that I am constantly watching, listening, reading or asking questions (usually “what is wrong with that bit of banana?”). I’d say that was a pretty good insight into the mind of a parent! . #contentmarketing #contentmarketingtips #copywriting #freelancewriter #freelance #freelancemum #parenting #lifestylecontent #thebabyindustry #freelancelife #babyandchild
How to really nail content creation
Once you have asked your questions and have an idea of the content that your audience is interested in, you need to go about creating it.
Remember – it needs to be engaging content that customers can trust.
In order to do that, think back to your wider strategy.
- The audience – Who are you talking to?
- The focus – What are you are talking about? Ideas include a how to guide, product launch, historical post, new research, case study, example or opinion piece.
- The hook – Why is it important to your business objectives, and why it is important to your customer?
- The right format – How are you going to bring it to life? Blog post, social media post, podcast, vlog etc.
The combination of these four things will help you to plan optimum content.
For example, you are appealing to parents of toddlers. The focus is to support a new product launch. The hook is explaining how a product can help the child to develop a key skill or reach a milestone. The format may be a Facebook post, video or blog article.
Creating this content as part of a plan therefore will ensure that the important factors are always kept in mind, and that it is created as part of a wider strategy.
Get in touch if you want to chat about how I can help you with your content strategy.