As digital content creators we know the pit falls of creating beautiful content for the sake of it. Great content comes from great understanding of your audiences and the challenges they face.
But it takes time, research, and a lot of effort.
The three tips below can help you create digital content but they’re just the tip of the iceberg.
1. Understand your Audience
Most of us marketers believe we have a clear understanding of our audiences. But how often do we really put our theories to the test. Quite often we discover a gap in understanding from the perceived need to the actual one, that can result in sending the right message to the wrong people.
Not only does this result in a poor return but it can also damage the brand reputation. When we start with a new brand or business, regardless of the type of content we are creating, we’ll always ask the following questions:
- What problems do your potential customers have?
- What kinds of content do they really crave?
- Why are they hesitating to buy your products and services?
- What are they telling your sales team?
- What are they saying about your business on social media?
By demonstrating you can solve customer problems you’ll start creating content that is both relevant and useful, not only engage your audiences’ head, but also their heart. Creating emotional connections between your brand and audience will build a longer lasting community. Ultimately your digital content should appeal to the wants and desires of humans not algorithms.
2. Understand your Why
This is crucial as you go into creator mode. What are trying to achieve with this particular slice of digital content?
Once you know what you want to achieve with your content, it’s much easier to create content formats and topics that support your goals. You might focus on one or two goals, such as:
- generating new leads for your business
- selling a new product category
- building customer engagement
- looking for cross promotional opportunities
- boosting your brand awareness online
Once you’re clear on your why you’ll have a better idea as to the type of digital content you’re looking to create. Are you going to need a new website, blog post or video to help you reach your objective or can a new email, sign up form or questionnaire work just as well?
3. Be Authentic
Your brand, your tone of voice, your company. They’re exclusive to you. It’s ok to borrow ideas but you have to make them your own based on your customers needs. Straight up lifting or copying content from your peers could damage your SEO and reputation.
Creating unique digital content in such a saturated world can be a tricky business but understanding your whys and your audiences will help massively.
Sharing ideas you’re passionate about and that are relevant to your audience will create the magic.
Audiences are more savvy than ever and can spot authenticity, or lack thereof a mile away. Land on the right side of the content creation debate and you’ll boost your credibility while winning hearts and minds of your audiences.
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