Updated: Jan 17, 2020
By Jessica Alex
Year 2020 has been dubbed the “Year of Vision,” so I have created 5 tips to help you get clear on your content creation for the new year and help you build a brand people want to gravitate toward online.
1. Plan ahead
The first one might seem like a no-brainer 🧠, but make sure you plan ahead. Before creating content, create a strategy first. Once you have a strategy in place, then you can start content planning. Once you’ve completed your plan, then you can create the content (photography, videography, infographics, blogs, newsletters, etc.) that fits within your plan.
2. Create content with a purpose
If the choice is between putting out relentless random brand content and putting out select content with a purpose, choose the latter! It can be tempting to publish content that you think will go “viral” or get a lot of likes, but will that help you accomplish your goals in the long run if what you are publishing has little to do with your brand’s messaging?
3. Remain consistent with your content
Consistency is king. You may have heard the saying, “Content is king,” but consistency is just as important. In other words, you can create as much content as you want, but if you’re not consistent with it, then you won’t see the desired results. For instance, if your posts are “all over the place,” and your brand message isn’t clear, it will be harder to create a loyal following. Likewise, if you post randomly instead of consistently, it’s harder for people to want to stay engaged with your brand. The takeaway: keep showing up.
4. Focus on impact rather than quantity
Less is more, really. There are different theories on how often to post, but to me it comes down to impact. Concentrate more on the value of your post than on the amount of times you post. For instance, some gurus may tell you to post on Instagram three times daily to grow your accounts. But if you don’t have enough relevant content of your own, it may be tempting to start posting content that doesn’t have much to do with your own brand, but will help you keep up with your three-times-daily schedule. In some cases you may get more followers, but are these followers the ones who will actually buy your products or tell their followers to buy your products? It’s better to have fewer posts and fewer followers, if it means you have higher engagement on those posts and higher conversions of followers-to-customers.
5. Measure your results
As they say, “Measure twice, cut once.” OK, you can actually measure more than twice and can cut out as much fluff as you want and need to. (That last sentence was fluff, but I'm leaving it in for emphasis 😆.) In other words, along with planning what content to create and publish, look at what you would like to measure and what your key performance indicators (KPIs) are. For instance, how many new subscribers would you like to gain from this piece of content? How many viewers? Readers? How many sales conversions? And remember that marketing is about experimentation, so it’s OK to test out different theories until you find what works for you. You can even test different theories at once (a.k.a. A/B testing), to see what the winning formula is 🧪.
You know your product or service and you know your audience, so that is half the battle won. Now it’s about creating content to engage with your audience in a way that will make them fall in love with your brand. Provide them with the content they want, where they want it and when they want it, and you will be on your way to creating a loyal (and captivated) audience.
Would you like to discuss your 2020 content marketing strategy? Email us at firstname.lastname@example.org.