It is a typical weekend afternoon, and I am scrolling through social media platforms at the comfort of my couch. We are blessed to have the world at our fingertips, but with the clutter of information and mostly repetitive content, we go back to thinking if it is really a blessing? Most of the content creators out there are doing the same thing and not differently, so whenever we see their content, we know it is something we have seen before. It is like Deja Vu of content creation.
Why we create what we create?
The online world is so full of content in various forms, selling products which 100 other entrepreneurs are trying to sell, copy cat formulas, same trends, the more the content, the lesser the chance of being visible. At times like this, creating content to sell is not only pushy but is a wrong strategy.
People no longer want to buy from brands; they want to buy from people. They want to buy from thought leaders, from people who care to inform, educate, entertain, explain, and provide round-the-clock service and support. No one wants a shop experience anymore. Everyone wants to be a part of a community. They want to purchase from a brand that has shared beliefs. Customers are built over time, and the best way to develop trust and loyalty is through the right content strategy. It is all about addressing the pain points of your audience and giving them a solution. It is about listening to the customer and unbarring their changing desires.
Have you been street shopping at a lane that sells identical products for the exact cost? If you observe carefully, you will see some customers knowing exactly which shop to go to for their purchase. They get down from their vehicles, cuts past the crowd and noise that tries to call them to their stores, and lands exactly at the shop they want to buy from. Why? Can we all agree that customer experience is an intangible service that every brand, no matter how small or big, needs to provide? Some brands do little things that catch the audience’s attention, and thus they slowly create their own customer base.
Content creation is all about giving your audience an experience that makes them believe in your product or service. It can either be by educating them, or giving them fun content that they can share among their community, or being available all hours for support and assistance.
In the process of doing this, we need to create content that adds value and justifies the time spent on your post or page.
Here are 7 quick tips for content creation –
1) Understand your brand. Know what will work for you and what won’t. What do you want your brand personality to be? Do you need an influencer, or will your brand do better without it?
2) Create a content strategy that will help you set content goals and also understand your buyer’s persona. Each content that you publish should have a purpose.
3) Understand your buyer’s journey and create a plan according to it. Typically a buyer goes through three stages – Awareness, Interest, Desire, Action. The AIDA model helps you recognize and understand your customer’s stage and enables you to create a strategy accordingly.
You can have many blog posts to create awareness and have product trials when you think your customers are in a decision stage.
Pro tip: While planning content, don’t miss out on creating a sheet that has your content planned according to days, keywords, buyer persona, stage, and also include key metrics like engagement to gauge which content is performing and which needs more work.
4) Don’t be afraid to experiment. Do things differently and creatively.
5) Always be on watch! Identify new opportunities to educate your audience.
6) Be fun and real
Pro tip: Research thoroughly. Start with a SWOT analysis for your brand to help you know the Strengths, weaknesses, opportunities, and threats. Apart from Swot, always track your competitors – See what they are creating, what is working for them, what is not working for them, etc. Sometimes learning from other’s experiences saves you time, effort, and money!
7) Be everywhere and explore beyond online as well.
Bonus: Three questions to ask yourself while creating content –
1) How can I do this differently to add more value?
2) What problem will this piece of content solve, or what is the purpose of this content?
3) What else is possible?
Remember, It is crucial to break through the clutter and have your own identity, whether it is for your brand or you. Build an audience with the right content strategy; create a family, not just followers!