We’ve all known for a very long time that content is king.
But we’re not just talking about any old content to shower across your trusted audience. How do you make it do all the right things like sing, shine, engage, inform and inspire?
All content is not created equal.
The strategic thinking behind it is critical. Content must be informative, visually appealing, and aligned with your brand values.
So… let’s delve into how you can achieve a well-tailored content plan to build on your brand’s awareness and authority.
Start with a Clear Purpose
This might be teaching grandma to suck eggs but, before you even begin creating content, it’s crucial to define your purpose. Ask yourself: What message do I want to convey? Who are we talking to (audience)? What value am I providing? This clarity will serve as your guiding light throughout the content creation process.
Informative content is the backbone of any successful piece. It’s what keeps your audience engaged and coming back for more. Here’s how to make your content more informative:
Research: Invest time in gathering information, data, and facts. Be a reliable source for your audience.
Solve problems: Address your audience’s pain points and provide practical solutions. Valuable content is content that helps.
Use visual aids: Incorporate charts, graphs, and images where applicable to make complex information easier to understand
Humans are visual creatures. Visually appealing content not only captures attention but also enhances the overall user experience. Here’s how to make your content visually appealing:
High-quality images: Use high-resolution images and graphics, we’d recommend using your own rather than stock as social media users can spot this a mile off.
Consistent branding: Maintain a consistent colour scheme, typography, and overall style that aligns with your brand. This creates a cohesive and recognisable look.
Engaging formats: Experiment with different content formats such as video (which is the most popular and effective media format), infographics, and interactive elements to make your content more engaging.
Alignment with Brand Values
Your brand values are the core principles that define your business or personal brand. Ensuring your content aligns with these values is vital for building trust and authenticity. Here’s how to do it:
Define your values: Clearly define your brand values. For example, are you focused on sustainability, innovation, or community engagement?
Consistency is key: Ensure that your content consistently reflects these values. If sustainability is a core value, share content about eco-friendly practices or initiatives.
Authenticity matters: Authenticity is the cornerstone of aligning content with your brand values. Be genuine in your messaging and actions.
Harness the Content Funnel
TOFU. MOFU. BOFU. Sound like marketing turbo waffle?
Let’s break this down – in simple terms a content funnel is a strategic approach to content creation. It guides your audience through different stages of their journey, from initial awareness to becoming loyal customers. Here’s how you can use a content funnel to attract, enrich, and educate your audience:
Attract (Top of the Funnel): At the top of the funnel, your goal is to capture the attention of a broad audience. Create content that addresses common pain points, interests, or questions related to your niche. Controversial, aspirational and relatable content is effective here.
Enrich (Middle of the Funnel): As your audience moves further down the funnel, they seek more in-depth information and solutions. Offer valuable resources such as ebooks, webinars, or case studies. Encourage sign-ups for newsletters or memberships to access exclusive content. This stage is about building trust and authority.
Educate (Bottom of the Funnel): At the bottom of the funnel, your audience is closer to making a decision. Provide content that addresses objections, highlights the unique value of your products or services, and offers testimonials or reviews from satisfied customers. Webinars, product demos, and comparison guides can be powerful tools at this stage. Focus on guiding your audience towards a conversion, whether it’s a purchase, subscription, or another desired action.
In conclusion, creating content that is informative, visually appealing, and aligned with your brand values requires intention and dedication. By consistently delivering content that adds value, engages the senses, and stays true to your brand’s principles, you can build a loyal audience and make a meaningful impact in the digital world. Remember, content is not just about what you say; it’s about how you say it and what it represents.