Last week we talked about the reasons why it’s more important than ever to focus on creating relevant and engaging content for your community. But that of course leads to the question of what does ‘better’ look like?
What does good content look like?
How do you set about creating content that won’t just encourage fans to interact and share, but resonate with them and keep a narrative around your brand?
While it’s easy to fall into the trap of thinking tactics first like – use more video or start a Snapchat account – the best place to start is with the fundamentals. They may not be sexy but it’s the framework for success.
Fundamentals for Good Content
Stay focused on the who
With competing agendas, it’s easy sometimes to lose sight of the primary goal with your content – and that’s to engage your audience. Everything you create should be constructed to be important (or at the very least relevant) to them first and foremost. It might sound simplistic, but always ask yourself – why would my audience care? If you can’t think of a good reason, than maybe it’s not worth doing.
Be true to your brand voice and tone
You’ve spent the time cultivating an audience – and hopefully catering to their needs. But while fan service is a big deal, it’s equally integral not to lose yourself in the process. Too many brands get caught up trying to be funny or irreverent when that’s just not what they’re about. It can be confusing to your audience and can sometimes get you into hot water. The internet is littered with brands who over-reached when trying to be funny and saw it blow up in their face.
Don’t be lazy
Raise your hands if you posted something around Father’s Day a few weeks back? Probably made something sweet for Mother’s Day too? That’s all well and good assuming mom and dad are your prime target – otherwise it’s just low hanging fruit. We do it because it’s easy and we’re mostly starved for time and resources. But when everyone else is doing the same thing you’re almost certainly going to get lost in the noise. The challenge is to turn left when everyone else is turning right.
Plan, Plan, Plan
The simplest way to avoid lazy posts is to plan in advance. Setting up a content calendar ensures you have content locked and loaded and that you’re out ahead of important dates. My rule of thumb is to have 2 calendars going at once.
The first is quarterly or semi-annual and is simply there to mark important dates and start planning for your bigger engagement pieces (think trade shows, big sales, and yes, even holidays). Then you want a monthly content calendar with specific posts and images for the days and channels. Follow this schedule and you’ll never be left scrambling again.
Bonus #5 – Analytics are your friend
The framework for success is right there (those who ignore history are doomed to repeat it). You can go back and start mapping trends in your content to see what was engaged with a lot, what stood out, what isn’t sticking? Your analytics are a wealth of important information you might not be using.
So there you have it – we’ve outlined the importance of good content and how to spot it. We’ve also talked in the past about the tools to create it. Let us know what you think.