In today’s crowded marketing world, quality content is more important than ever. With the demands of social media, website content and other marketing collateral, it can be can be a big challenge for brands to consistently connect with their audiences. The problem for most brands isn’t generally a lack of content, but the impact (or lack of impact) their content is making. This is a battle many brands face, but steps can be taken to solve this problem. The answer is simple, yet complex!
What do we need to do? Produce better content.
Producing better content doesn’t necessarily mean hiring a writer or photographer tomorrow, or going out and spending $5,000 on a new DSLR camera. Better content means understanding your audience “better.” Struggling to find your niche is something all brands go through. Luckily, there are are a few simple questions we can ask ourselves to help us deliver the desired impact with our content — and the experiences we want to create for our audience.
These questions include:
– What is the goal for the content?
– Who is the target audience?
– What is interesting, different or unique about our brand or product?
– What is our brand story?
Once you have the answers to these questions, you can start to narrow down the purpose behind your content. You need to make sure that the content you plan to create addresses the answers to these questions. Most importantly, brands must be authentic to the lifestyle their customers live. As wonderful as our content is and as appealing as it may look, the passionate consumer knows whether we understand the lifestyle or not. There is no faking it.
Lastly, a picture still is — and always will be — worth a thousand words.
Just because trends are leaning toward short-length video content, it doesn’t mean you should steer away from high-quality photography. Always remember, every piece of content you put out in the world is a representation of your brand and a connection point for current and potential customers.
So keep creating, testing and making adjustments until you find what resonates with your tribe!
If you are interested in learning more about our strategy and content-development services, feel free to give us a call at 843-916-2000 or fill out our contact form.