The ready, shoot, aim approach to creating content won’t get you far. You need a strategy. And it has to come first. There are at least 4 musts for content creators and without them, your content may just as well be lorem ipsum dolor. Here’s how to create content that connects:
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Know your audience
How old are they? What are their pain points? What are the cultural contexts? Should your voice be formal or technical or casual and colloquial? What platforms connect best in their particular niche? Knowing your audience is foundational to successful content that connects.
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Know the market
Is there demand? How much market-share is attainable? What is the competition like? How does your unique value proposition fit into the context of the already existing market? By looking at your competition’s content you can gain insight into tactics used to build relationships with customers. Find out what works for them and how you can do it even better.
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Know the most relevant content types
Once you know your audience and the market, how should you deliver the goods? Video? A blog post? Email? An infographic? A short, downloadable PDF guide? An in-depth whitepaper or e-book? Perhaps a simple meme. Perhaps an
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Know the most relevant platforms
There are plenty of platforms to choose from but some are more effective than others for your unique audience. Maybe SnapChat isn’t the best platform for an assisted living brand. Will you be using FB, Instagram, Twitter, Linkedin? Again, a little research will go a long way.
Finally, Google is your friend. Search the competition. Scour their websites and social media platforms. Subscribe to their emails. Learn them. And don’t allow the thought, “there’s already too much competition.” Of
Happy Digital Freelancing!
Mark
