YOUR GUIDE TO CREATING GREAT CONTENT
Did you know, 82% of consumers prefer to follow accounts based on their values, yet only 30% of brands create value-based content? Content creation can be a challenging task, especially for those who aren’t naturally skilled in this area… However, with a little bit of practice, patience and strategy, creating stellar content can make your brand stand out.
1. Find and develop your value proposition.
With so many different platforms and content types out there, one of the most important steps is understanding what’s best suited for targeting your desired audience. You want to provide value to them, cutting through all the fluff. There are four types of customer values that you can seek to target via content; Functional, Relational, Emotional and Entitativity. Think about what purpose you want content to serve your audience. Do you want to educate them? Inspire them? To provide them with a feeling of friendship and relatability? Once you find out what your audience wants, then you can make content that speaks directly to them.
2. Speak where your audience is listening.
Platform and content interaction can differ based on demographics, lifestyle values, and other factors. For example, young people are increasingly interactive, favouring short-form video content such as TikTok, Reels and YouTube Shorts. Those with very active lifestyles or who take long commutes are more likely to listen to and engage with Podcasts. Millennials prefer using Instagram over any other platform. Get out and do your research to find out where your audience already enjoys spending time viewing content to get a clear idea of what type of content you should be creating.
3. Capture your content.
You don’t need a fancy camera to make amazing content. Most smartphones are now equipped to record high-quality still images, sound and video. Make sure that your settings are on at least 1080p/30 Frames to 4k/60 Frames for achieving crystal-clear footage. Many people find the biggest challenge in content creation is finding the motivation and inspiration to do it. If your self-consciousness is getting in the way, recognize that you might your own worst critic. Don’t be shy to add text or graphic design to stand out; Canva is an easy-to-use tool for this. A great approach is to set aside time to make a bank of content in one go so that you have a wealth of assets to rely on. In this digital era, it’s about having fun with content. Be spontaneous and add a touch of authenticity and relatability, and chances are your audience will respond well.
4. Using your content!
Sitting your content in a particular niche is an excellent way to grow your following and build a community of people who will support and interact with you. You want to build a space where your audience can ask questions, have discussions and followers feel compelled to share their love for the brand via likes and comments. Develop a theme in your visual story-telling aesthetic and stick to it. Direct searches to your content posting with copywriting that uses key words and curate a hashtag pack that you can attach under your posts. Using a content calendar to plan your ‘story’ and keep organised is excellent for ensuring content is unique, non-repetitive and strategic. When it comes to using your content, consistency is key so post regularly.
Lastly, remember the famous quote “be yourself; everyone else is already taken.” It doesn’t have to be perfect... Content that is genuine and shows off your unique brand personality is interesting, and people want to see it! It has the potential to create an emotional connection between you and your audience and lead to higher engagement, more visibility your brand and the chance to reach and recruit new followers.
SOURCES
Baker, K (2022) ‘The Ultimate Guide to Content Marketing in 2023’, Hubspot, accessed 20/04/2023 https://blog.hubspot.com/marketing/content-marketing
Carlson et al. (2018) ‘Enhancing brand relationship performance through customer participation and value creation in social media communications’, Journal of Retailing and Customer Services, Vol. 50: 333-341.
Google Cloud (2022) ‘New research shows consumers more interested in brands’ values than ever’, Google, accessed 20/04/2023