Purposeful Content Creation for Purposeful Engagement
Content marketing has quickly become one of the most relevant digital marketing techniques as consumers’ digital consumption habits have evolved and become more sophisticated. For a brand trying to capitalize on this technique, content creation must begin with a strategy. This means thoughtfully creating a set of goals and objectives which provide a roadmap for creating effective and impactful content.
Content is King
Yes, content is king, but, it’s critically important that we avoid creating content for the sake of content. Brands are sometimes trapped into believing that more than anything else, what they need is to pump out content to drive engagement, particularly when brands are in the nascent stages of their content marketing strategy. However, each piece of content published needs to serve a purpose or an objective. Ultimately, purposeful content generates purposeful engagement that works towards business goals, whether we’re targeting traffic or actual conversions.
Therefore, content creation must begin with a strategy. We need to identify our brand’s overarching objectives. This means shaping your brand’s story, determining your positioning amongst competitors, and identifying not only who your audience is but where they are in their respective buyer journeys. Breaking down your audience’s buyer journeys helps you determine more specific objectives, depending on whether you’re pushing awareness, consideration, or conversions.
Solid Content Creation
Once we’ve identified these overarching objectives, we need to consider the goal of each piece of content in an abstract, conceptual context. Regardless of your specific business objectives or metrics, each piece of content needs to be simple, compelling, and concrete.
- Your content must be easy to grasp. This means limiting the scope of each piece’s message to ensure that nothing is lost in translation.
- Your content must be worthy of attention. It must deliver some kind of value to the target audience.
- Your content must be credible and honest. This means delivering a message that your audience can take at face value.
We need to think from our consumer’s perspective when we bring all of this together. A simple “how to” blog post can plant the seeds of awareness by providing value to a consumer looking for information if it’s simple to read, contains relevant information, and is credible.
These are abstract principles because ultimately, each content creation strategy should be unique to each brand’s product, audience, and industry. How these principles manifest depends entirely on your brand’s situation and needs, but adhering to them provides a structure for creating valuable content that works towards your business goals.