The task of creating unique brand content from scratch can be overwhelming at first.
There is so much to tell that sometimes you just don't feel where to start, right? It doesn't matter if you just create content for your social media, structure new content for a website update or a whole digital advertising campaign.
Just where do you start?
In my previous posts I already focused on some of the critical questions you should ask yourself BEFORE you even attempt to create any new content.
So what is next?
Based on that, you have a few rough areas around which you know you will start generating all the ideas about the content your brand needs to produce to deliver the engaging message to your desired audience.
The next step - before you start out executing any marketing content strategy - is to group all these ideas. Or break that overarching strategy you collectively agreed on as a business into a few fundamental steps. Just like with e.g. cooking. First, you need all the ingredients, right? After that, you need all the utensils. Sometimes, you need to preheat the oven or go shopping for something, before you can actually start cooking.
Well, content creation is no different.
Before you start cooking, you need to have all the right ingredients. And to have the right ingredients, you first need to know what you are actually cooking. Is it a delicious sour-cream & chives dip with homemade millet crackers or an almond & lemon flan?
In other words, break all those wonderful ideas about your brand/ product & the improvements & benefits & helpful, innovative solutions you want to pass on, into content categories or groups.
Sometimes, this is referred to as a content pillar or a bucket. In a nutshell, it's all those chapters in your cookbook. Think entrees, soups, dips, main meals, vegetarian alternatives, desserts etc.
How do you do that?
Well, to absolutely knock this down, you need to think of your desired consumer. You've heard this before, right? Yeap - there is no way around it. You need to put yourself in their shoes. You need to know WHO they are. Think as them. Think what they would like to hear about. Think what would help them to solve their issues. Heck! Do you even know what those issues are? Maybe they don't even know.
Well, when you know what they'd like to know add to it your unique knowledge, expertise and know-how that got you into that business in the first place. And voila! You have your content categories. It's that easy.
You can apply this technique on a macro level - when strategising over your overall marketing content for the entire business. And even at a micro level, when e.g. mapping out content for your social media, or your monthly digital advertising campaign etc.
In the whole process, it is critical, though, to have a clear idea of your goals.
No content category will save your neck if you don't know what you are aiming to achieve with it, in the first place, i.e. on the macro level, in the long run, way down the line. Maybe it's as simple as raising awareness of the fact, that using sustainable materials in producing sustainable practices and products can halve our CO2 emissions . Maybe it's 35% nationwide increase in reusable bulk food purchases. Or quarterly 15% market share increase in plastic-free, packaging-free shampoo bar sector. Or acquiring new 1000 followers on your socials.
Whatever the goals, these should be the driving forces of any new marketing strategy of yours. But that's a different topic that we will discuss some other time.
So there you have it:
The key takeaways:
New content creation is like cooking - you need to know what you are cooking in the first place. It helps to also know who you are cooking for.
Divide your content into relevant groups, or content categories
Always think of your desired audience
Be clear of what your goals are
Don't be afraid to go back and refine those categories or audiences. Your job is never finished
I hope you found these helpful, but definitely stay tuned as I will be exploring the topic of creative content creation over the next few weeks.
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If you wish to read more about creating new content, why not check out this post on which questions you must ask yourself before you even start.
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Start creating & see you next time