Marketing Matters: Content Creation
Source: Brooke Lark on Unsplash
Wait! Before you start thinking about content, make sure you have defined your audience, aligned your channels with that audience and have selected technologies to support your channels. If so, you’re on the right track! You have a plan and an understanding of key processes – you will continue to improve your team work. Now you will develop content for your unique audiences on their respective platforms. To be most effective, you’ll need to share clear messages, provide a consistent audience experience and design excellent graphics. The Good Camp is here to help you get started as you create a plan for your content strategy! Send us a note if you’d like individualized advice or have questions – we’d love to help.
Communication 101
First, let’s talk communication 101. Whether it was in a webinar or in school, at some point you’ve probably heard that delivering the “right message at the right time on the right channel” is the key to marketing. This is true of effective content and it’s also one of the reasons it can be so challenging to get it right.
To provide the right messages, consider your context:
What platform are you sharing on and who is in your audience?
What is going on in the world and how may your message be received?
Also, think about your brand voice – what you stand for and what is your mission?
What is your brand personality like?
Use this knowledge to write from an informed perspective and to determine your tone.
In addition, the information and content you’re providing should be relevant and timely for your audience members. Use tools or do your own research to track industry trends and conversations. You always want to create from your own voice, but you also want to be cognizant of how your fans prefer to receive information. Adapting to change is a good thing, especially when you can maintain your authenticity.
Source: Everton Vila on Unsplash
For the Good of Humanity
As you connect with conscious consumers, there are a number of special things to pay attention to. Your customers are looking beyond the label and they want to hear why you are doing what you are doing. How are you making a difference in the world? Show them your “why” and encourage them to maintain their conscious consumption patterns. Humanity and Earth benefit greatly.
We’ve mentioned authenticity and that goes hand-in-hand with transparency. Your company is practicing ethical leadership and consumers are thankful for that, so always tell the truth about who you are working with, your manufacturing process and sourcing and any external involvements for your business.
If your content does not strike the right chord, don’t panic. Everyone has different political, cultural and social beliefs and even when it’s challenging you should keep fighting for justice. Whatever the cause may be, share your true story and response – own up to issues and celebrate world-helping victories. It probably goes without saying but honesty is always the best policy. If you see a negative comment or review, respond as quickly as possible in your authentic and transparent voice.
Lead Like REI
For example, the outdoor industry has long been racially, culturally and socioeconomically divided. REI Co-op released a series of social posts explaining why and how they will do better serving diverse communities. Check out these posts and others on their Instagram, and notice the diverse responses:
Sharing Your Story
What type of content should you share to engage and grow your audience? You know the types of messages people want but now it’s time to set goals to determine the best ways to share your story. Here are three story ideas to get you started.
Behind the scenes: Take your audience inside your operations, introduce them to your team or show what it’s really like to run a business, to create content or to design and manufacture conscious products.
Education: Tell the social story that motivates and inspires your business. Consider incorporating the words and perspectives of activists or interviewing them. Educate your audience on why what you are doing matters.
Social good: Share the impact of what you are doing (with your consumers' support) and the difference it is making. Highlight the donations of products, time and money that have helped or organize a fundraiser to unite your community.
Each of these ideas can be expanded and incorporated into ongoing content campaigns. Develop ideas and stories which connect to one or more and plan your blog or social media posts with a content calendar - which we will expand on more in an upcoming post!
The best stories will match your content goals.
Are you trying to educate your audience?
Build a community?
Differentiate your products?
Your content directly supports your business goals as a primary inbound marketing driver.
Source: Domenico Loia on Unsplash
Content Forms
As you start planning your content, you will want to share a consistent message across platforms at a single time. Providing multiple messages might confuse your audience. You may choose to communicate in one place or through one content form or you can select many channels and align your messages. We will discuss adapting your message on different media in our next post as what works on Instagram won’t always be a fit for LinkedIn for instance. Understand what your audience expects on different platforms but tell them a consistent story. First, let’s define what the difference is between short and long content forms.
Short form: Content that is typically between 400-600 words. Social media content, infographics and short blogs fall into this category. Consumers want these messages to be clear, concise and to require minimal thinking. Because people tend to skim online, the simpler the better – the Hemingway App is a great way to check to make sure you are accomplishing this.
Long form: Content that is about 2000 words in length or more. Whitepapers, guides, resources, e-books and longer blog posts fall into this category. Readers of long form content want value. Make them think and share expert information – the investment should be worth the time.
The Constant Content Blog offers some great examples of different content forms but here are eight content ideas to get you started:
Social media posts: Twitter, Facebook, Instagram, TikTok, Snapchat or other social posts or stories that share your message in limited characters often supported with photos or video.
User Generated Content: Repost or share positive content created by your audience. It’s free and is a great conversation starter with your most engaged customers.
Infographics: Share processes, events and information with graphics, icons and art to communicate important messages quickly in a very readable format.
Blogs: There is great discussion on the ideal blog post length but this content form allows you to share advice, updates and stories within your own website.
Note: Share something temporary and drive traffic with social media posts or include evergreen content that brings your audience back for your expertise!
White papers: Typically used by B2B companies, you can establish your expertise with this long content incorporating citations, statistics and research. Offer this content as a free downloadable resource or publish for paid access only.
Testimonials: Highlight your audience or clients to gain credibility and establish your community.
Magazines: Online or print, use this content type to include a collection of stories and information relevant to your brand, products and readers. Match powerful images with important copy.
Vlog: Combine video and storytelling skills to produce high-quality, engaging and digestible content.
Source: Erik Mclean on Unsplash
More Than Words
Your content is more than words alone and the photos, videos and design you use are critical components of your message. Consider investing in a top quality DSLR camera or even use top of the line smartphones to get the pictures you need. Otherwise, use stock photos from resources like Unsplash, Pexels and Pixabay – these free options are some of our favorites!
Canva and Invideo are two other budget-friendly services to build content like promotional posts, presentations, social stories and video ads. The tools are user-friendly and templates are very customizable. Use your brand colors and create consistency in your social stream. When thinking about design, try to limit any post to two or three fonts at the most. Mix a serif and sans serif and try to keep only two or three different sizes of text. Think about the PARC principles of design – Proximity, Alignment, Repetition and Contrast when you design and always proof your designs by a friend or team member to assure impact and readability.
Use Your Voice
Your words are powerful and we’re glad you are using your voice for good. Whatever content goals you define and types of content you select to share, you will develop important relationships with your audience and partners. If you’re interested in becoming a content pro, you’ll have to follow along on the blog as we explore facets of content creation and management more deeply. From content calendars and style guides to design principles and selecting stock photos, tune in for our next series as we share industry advice and explore best practices!
Have a question? Reach out to us! We’d love to hear from you.
