“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
I’m a firm believer in always doing something for a reason. And when it comes to Marketing, this has never been more true – that’s if you don’t want to waste all of your time, effort and focus on activity that just won’t get your business to where it needs to be.
So before you start setting up your new Facebook profile. Before you sign up to Instagram, Snap Chat and every other so-called ‘everyone who’s everyone is on xxx’ platform, stop and think – WHY?
Why is the most important question…
Why have you decided to share your content here? What are you hoping to achieve? Who are you going to help with this new content and how is it going to help you meet your overall business goals?
There are several reasons why you may want to begin creating content and it’s important that you are crystal clear what these reasons are before you make a start.
Top 7 reasons for creating content:
- Build an audience/database
- Increase revenue
- Enhance your brand awareness / personal profile
- Lower your costs / more cost-effective marketing
- Get better customers
- Encourage your current customers to spend more
- Encourage referrals and recommendations
What kind of content should you create?
Once you have determined why you need to create content (and there doesn’t just have to be one reason – there can be various reasons in order for you to address all of your target audiences!), it’s time to think about what type of content you should create.
And again, rather than going full steam ahead and deciding to ‘Go Live’ without a plan, think about the following:
- What are your desired outcomes (What does success look like to YOU?)
- Who is your audience? Do you have more than one?
- What stage of the ‘customer journey’ is your audience likely to be at?
- What are your audience’s needs?
- How will you best reach them? (Which Marketing Channels are worth your focus)
All the while remembering the reasons you want to generate content in the first place.