In the past year, physical brick and mortar businesses were heavily impacted by the emergence of the pandemic. However, technology has allowed us to shift our once concrete businesses into the online realm of digital stores. Being a rookie in the block may prove to be baffling and frustrating at times to be introduced to many unfamiliar new things at once. Not to worry, here are some tips to guide you step by step in the domain of content curation.
The Content Bank That Never Runs Out
1. Know Your Audience
The main type of content to be created is dependent on the specific type of audience you would want to address. It is always the golden rule to make sure that your marketing efforts are directed to humans that want to feel connected and not robots. Your content should match the voice of your targeted audience, and the only way to do this is to get to know your audience.
What are their challenges, their obstacles, their fears and then be the solution that can provide and address it specifically? After considering the type of audience you want to address, it can then be boiled down into a set of representational traits which can help you form a character of your true audience.
The end result would be a clear picture of the person you want to speak directly to and the people who are most likely to benefit from your message.
2. Create a Content Strategy
Just like building any idea into reality, content needs to be planned strategically in order to achieve the objectives of the campaign or movement. A content audit must also be done to acknowledge the past efforts you have done to create content that didn’t really work or is yet to be improved and why. This practice can create a clearly defined direction of where you want your business or organisation to move towards.
A good content audit consists of gathering your previous content reach in metrics and identifying which worked better and why. This takes some researching efforts to really get to the heart of the issue, which can only then be remedied in effective ways of making a new plan work. This audit can be a tedious process, which you can consult digital marketing consultants if you want to save your time.
3. Choose the Right Format and Platform
With the abundance of online platforms to choose from, sometimes it can be overwhelming or perplexing to know if you need to be on every platform or just a specific few. The answer is no, you don’t have to be on every platform, you just got to find the right one for your voice and make it work for you. Some available formats include video, infographic, e-book, white paper, podcast, blog post and email subscription. The medium you apply can have very different content concepts that speak well to your intended audiences.
For example, when you give out in writing form, it may be because your audience is people who like to read and be informed more than being entertained. Different age demographics also would be one of the factors to take in, if you want to engage your particular age group. For example, young and hip generation z’s like to be engaged in Snapchat or TikTok. Majority of older age baby boomers like more professional tone platforms like official webpages, email subscriptions and e-books.
Your suitable format or platform really depends on whom you want to engage and why.
4. Evaluation Metrics to Measure Your Impact
After all, is said and done, it is time to put your content to the test and see if it works. How do we know if we have to gain traction? Well, having a systematic metric in place can help you to collect, measure and observe which platform or which format or which type of content is your superstar and to focus your energy into making more of the content that resonates or appeals to your readers or customers.
Most platforms you are using tend to have performance metrics that you can study such as YouTube Analytics, Facebook Ads Manager, and Google Analytics to name a few. This evaluation exercise is important to remind you of your progress and to focus your energy on creating the right content for your business or organisation.
If your business is in need of content generation, then our writing team is at your service. Speak with our consultant today by dialling the number +60 11 5625 3291 or drop us an email inquiry at info@cerebellar.my.
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