Thanks for returning back to my blog, last week we looked at branding. In this 4th week we will be looking at one of my favourite elements of marketing, how content creation is essential to build a brand.
In the digital age, content creation has come to the forefront as an essential medium for any brand & storytelling. From blog posts and social media updates to videos and podcasts, the tools at our fingertips for creating content are endless. So how do you go about creating content that is engaging & captivating whilst also leaving a lasting memory.
Firstly, where to start? Well as the professional marketer you are becoming, have so far followed the structure I have laid out for you so far.
- We are organised
- We know who our customers are & what they want
- We know which technology is useful for our business
Our strategy & brand identity has laid the path for us to match this with actual content. Which explains how content creation is essential to build your brand. So now we need to look at which mediums to use:
- Social Media – This is a great platform for your content. Social media has the flexibility of offering image, moving image, copy & ads. You can use this tool to engage with direct customers and also reach out to potential customers. Through your social media you will understand the demographic you are reaching and can experience live feedback through likes and comments to see how your content is working.
- Video – Video has taken of in recent years, since tiktok exploded onto the scene. Video is a fast & effective way to get your message across. The brand can be well represented in a video as it can be imagery of your product. Video ranges in lengths from seconds long to feature length documentaries. There is a huge scope with this medium. Short copy typically goes alongside video as a text description (especially for longer videos) and copy can be weaved into the video through the script.
- Email – Content to be emailed to your email list can be a lot more direct. You know all of the readers are interested in your brand. Creating the imagery and copy for this can be simple and straightforward.
- Articles & Blogs – Typically done in a similar manner, these opportunities give you the means to share image & long form copy to the reader. Occasionally a video can be linked within the write up. Looking at recipe blogs, these tend to be long format copy, before a recipe which usually has a video linked too.
- Podcast – Depending on your business & product, either hosting and being a guest on a podcast may be useful. Typically this is done with audio and regularly coupled with video. This is a great medium to feed your personality to the listener, so they understand you as part of your brand.
As I have said before, being organised is key. No one sits down to post a social media reel first thing in the morning and comes up with the subject, creates the structure, writes the copy, shoots the video, edits it and posts it before the lunchtime social media spike. All of the above takes planning! You must know why you’re creating it, who you are creating it for, what your outcome is & how you will achieve it.
Content creation is essential to build a brand and with the opportunity to diversify your content, you can cater to different preferences and consumption habits, maximising your content’s reach and impact. Now we know the reasons why we use these tools it is time to look at a few of them in greater detail. So in next week’s edition, I will be looking at blogging and what’s not to love when it comes to reading a blog about blogging (did someone type google into google 🙂). See you then!
