Creating content that will make your brand stand out is a tricky thing to do. The problem with most content creation is that it is started without an end in mind. Sometimes content tends to be created on the fly with no sight of the end, no sight of the light at the end of the tunnel. The key in creating content that will build relationships with your target audience is to start with the end in mind. What are your goals? What story do you want to tell? What audience do you want to reach, and what kind of relationship do you want to have with this audience? Making a content plan by starting at the end is going to make for a beginning that’s unforgettable. Here’s how you can make sure your content tells an awesome story from beginning to end.
Share your passion. Sharing your passion means telling your story. What story do you want to share with your target audience? What are you passionate about? Share your knowledge, skills, and passion with your target audience by providing them with helpful information and resources. A lot of the time, this is where the storytelling stops. People think that sharing what they know and what they’re passionate about is enough. While this is a step in the right direction, it is not going to build good relationships with your audience that will be maintained.
Be unique. It is great that you have a story to tell, but so does everyone else. How are you going to be unique? How are you going to be that story that stands out? Make sure you tell a different story than everyone else. One way to make sure you stand out is by creating a content marketing mission statement. This is your mission statement that answers the following questions:
- Who is my core target audience?
- What will be delivered?
- What will the outcome for the audience be?
Have a plan that is specific enough and has goals that are detailed enough to make your content relevant. Niche your content down. You can’t be relevant enough if you’re trying to reach multiple audiences at one time. Find your niche and tell them your story.
Build a base. Building a base is essential in telling a successful content story. Building a base means selecting one content type and one main platform for each audience that you are trying to reach. Figure out which type of content works the best for each audience, and focus on creating that content. Figure out the platform that you believe each audience would benefit the most from, and focus on publishing on that platform. The key to building this base is by delivering the selected content on the selected platform consistently and over a long period of time. Most people believe the more content the better. This isn’t necessarily true. What you should be doing is creating a MINIMUM amount of content for MAXIMUM results.
Continue to grow your audience. Even if you have reached your target audience, continue to nurture this audience and continue to seek out new leads. Some great ways to do this are:
- create and share an awesome E-newsletter
- exchange value with your audience (E-books, research reports, etc.)
- use email as a tool
- if you’re creating videos, the longer the video times, the better (17 minute videos have been shown to do well)
Create value for your audience. When people begin to build awareness of their brand, the first thing in mind is most likely money. How are you going to reach people and get them to buy your product? The key in getting value for yourself is creating value for your potential customers. You must create value for your audience before you can extract value. As mentioned above, provide your potential customers with any information you believe they will find helpful. Share blogs, videos, newsletters, downloads. You find value in what you do; make your audience see that value too.
When it comes to creating content, having a plan in mind is going to make all the difference. Creating a plan ensures that you have goals in mind, and you know what you need to do to achieve them. You cannot be afraid to be unique in order to make your brand loud, bold, and unforgettable. You have to be willing to take the time to make sure your story is one that no one will ever forget.
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