Been struggling to get your brand into the conversation? Are you thinking about shifting your content game up a notch? Whether you want to learn how to create awareness for your brand, generate leads, build relationships or make sales, we have the Content Creation solution for you. Our Passionate Creative Teams are waiting to help you create content with purpose and engage influencers as never before seen.
You’ve probably heard of social media, or maybe you’re one of the millions of people who use Facebook, Instagram and Pinterest. No matter how much time you spend on your favorite social media site, chances are you’re not sure what to make of it. As a blogger for SNC I had to learn about content creation on social media, what works and what doesn’t. Well put together blog posts on themes such as How to Make Money with Social Media, Why Instagram is the Most Important Social Network for Brands and How to Manage Your Social Media Accounts can earn us money by driving traffic to sponsors ads or by clicks on affiliate links. Blogs are also good because they can be accessed at any time, so they can increase brand recognition and generate business even when we don’t think about it.
What is Content Creation
Content creation is a strategic tactic that aims to generate original content that is relevant, timely, and interesting to attract and retain potential consumers. Through content marketing, companies can build up their social media presence, website, and other elements of branding in hopes of driving long-term growth.
Whether it be a photoshoot, infographic, video or blog post, our team knows how to create content that is on brand and represents the voice and feel of a company.
5 REASONS WHY CONTENT CREATION IS ONE OF THE MOST USEFUL TOOLS IN PR
INCREASE CUSTOMER LOYALTY
Public relations aims to maintain the public image of a company while focusing on relationships with target consumers. Content creation is very buyer-centric as it produces content that the public actively wants to consume. By producing content that is fresh, relevant, timely, trendy, and newsworthy, customers can connect with the brand on deeper levels and increase loyalty. Content creation should be designed to include current trends and unique angles in order to best connect with customers and gain their trust.
INCREASE BRAND AWARENESS
Successful content creation consistently distributes information in order to engage existing consumer pools as well as reaching a wider audience. Content creation can come in many creative forms such as:
- Graphic Design
- Social Media
- White Papers
Through these methods, companies are able to develop their own unique voice and personality for the readers to connect with. With a constantly increasing market supply of brands, good products alone are no longer enough to attract and retain consumers. Content creation allows brands to tell their own stories and connect with consumers on an emotional level.
The content published by your company should always be of high quality. Never sacrifice quality for volume. Consistent publishing of new content can be very successful in attracting new customers on top of the current base. Quality content also increases trustworthiness of your brand, leading to more loyal customers. Published content should always be easily understandable and digestible by the audience. This means that complex concepts should be simplified and technical terms should be translated. Furthermore, content should be properly modified to fit all types of channels and devices.
BETTER INDUSTRY POSITIONING
It is often difficult for firms to compete with competitors in the same industry, especially through traditional media sources. However, traditional media readership has been sharply declining in our digital world today as the use of social media and mobile technologies have been skyrocketing. Content creation, when designed strategically, can surpass the reach and influence of traditional publications in the industry. For example, check out Adobe’s CMO or Intel’s iQ as two very successful examples of content creation. According to Adobe, CMO “offers marketing insights, expertise, and strategies aimed at helping CMOs, senior marketers, and their teams deliver standout digital experiences”. CMO is one of the most successfully branded content titles launched, attracting marketing-minded readers from all industries.
DRIVE BUSINESS OUTCOMES
In addition to driving consumer loyalty, content creation can also deliver measurable business outcomes. The content created should be designed to engage and spark action. Use the Attract, Engage, Convert marketing approach in order to excel your business.
Attract: Help prospects easily locate and understand your content as well as your brand’s unique story.
Engage: Interest your consumers by producing relevant and timely content in order to increase conversation and encourage sharing of information.
Convert: Most importantly, help consumers finalize their purchasing decisions after you provide them with valuable information through content marketing.
By following this model, your consumer-centric content will be easy to find, consume, and share. Additionally, according to Neil Patel, “conversion rates are nearly 6x higher for content marketing adopters than non-adopters”. Content creation leads to measurable increases in business outcomes such as sales.
The idea of content creation can be quite daunting at first, but will be sure to pay off in the long run. The most common areas for content creation include customer education, client training, marketing, and presentations. Brainstorming a list of possible topics for each category will help your company prepare for a sustainable and engaging content creation journey. Ultimately, our world is evolving to become more and more digital and brands must be able to keep up with shifting consumer interests and habits.
3 Steps to Create Branded Content That Earns Shares
Create Meaningful Content
Before we dive into the how-to for creating content, it’s important to understand that every video, social media post, blog post, email campaign — no matter what type of content — needs to be a true representation of your brand. Your content strategy should support your brand positioning and business goals. It’s also proven that having a documented content strategy will help make your content marketing efforts more successful and keep your content aligned with your brand. Before you start developing content, ask yourself: what value will my customers gain from my content? Does my content accurately represent who my brand is?
With the rise of social media and digital distribution channels, it’s easier for your content to be shared and seen by a larger audience than it was 10 years ago. Planning your content distribution strategy needs to be included early in the development process, not an afterthought. Often times, really audience-specific and targeted content is some of the most effective content for brands.
Format, message and voice
Which format makes sense for your brand? Here are a few examples of different content formats:
- White papers
- Case studies
- Blogs (or short-form articles)
Before deciding which format your content should be in, do some competitor research to find out which formats perform the best and will resonate with your target audience. You can utilize qualitative or quantitative data to support why you’re choosing a particular content format.
Which type of messaging, voice and format you decide to use for your content can have a big impact on how shareable it is. Here are a few helpful tips to keep your content messaging and voice aligned with your brand:
- Make sure your content’s tone of voice matches your brand’s voice. If your brand was a human, what would you want them to sound like? A brand’s tone of voice could sound scholarly, edgy, authoritative or warm.
- Create a message map along with your content strategy to define your key messages and make sure they align with your brand voice. Especially if you/your brand is newer to this component of brand communications, a message map will be a good tool throughout the process.
Check out our client example
After the Deepwater Horizon tragedy, offshore operators came together to form HWCG, an emergency well containment consortium dedicated to maintaining a deepwater response system. One of HWCG’s communication goals was to provide the public with accurate information about what they do rather than referring to outdated or misleading information.
As part of their content strategy, we developed content to help explain two ongoing issues that affected their audiences, responder immunity and subsea dispersant application. Our goal for making the pieces more shareable was to organize the complex information and a long history timeline in a digestible format.
Take a look at a few of our favorite and most successful digital marketing projects to see what types of content have worked for our clients.
Choose the Right Channel
Now that you’ve developed your content, how are you going to make sure it’s visible to your target audience? There are a variety of methods to distribute your content, including:
- Social media (paid and organic)
- Company’s website
- Paid media
- Influencers/brand advocates
Ideally, you should choose your content distribution channel(s) when deciding how to format your content because this strategy helps influence your formatting decision. But if your distribution strategy hasn’t been determined before the content is created, think about it strategically. By conducting research you can find out what makes sense for your brand and where your content will get the most visibility among your target audience.
Maximize Visibility for Your Content
After creating your branded, shareable content and distributing it through the appropriate — channels it’s time to execute your promotion plan. Within your content strategy, it’s important to have a promotion plan that creates an ongoing experience with your brand. We like to tell our clients to think of content promotion tactics as brand touchpoints. From employees sharing your branded content on their social media profiles to emailing industry influencers asking them to share your content — the messaging needs to accurately represent your brand.
A part of the content promotion plan that’s often forgotten is your internal team. How can you get your employees to engage with your content? First of all, they need to be aware of your content. Spreading awareness internally could mean:
- Announce when new content is published during company meetings
- Share content in your employee Facebook page (or another social channel your business uses)
- Encourage employees to follow your brand’s social media accounts
Your employees are great promotion tools because they already believe in your brand. They live it every day and they’ve bought in. It’s important to use your employees and get them engaged! Plus, after your employees are engaged and sharing your content through social media or email, recruiting an external audience to share your content will be easier. This is because your content gains credibility since it’s been shared by your brand advocates (employees), so their audience is more likely to buy in as well.
Looking for top-quality content creation services from a seasoned copywriter? Makes sense. Your messaging, promotions and product descriptions rely on you to deliver words that inspire actions . For nearly two decades, I’ve developed powerful brand strategies and written compelling, conversational content for brands large and small.