In my first blog post, I spoke about why content is king. In this blog, I will be giving a guide on how to choose the right content.
When choosing content there are 5 important questions that need to be answered and I will be going through each of these in detail.
1. Who is our target market?
Knowing and understanding the target market is key. If you do not understand what your target market likes, what social media platforms they are most active on and what media they consume how can you expect to target them effectively? For example, if you are a beauty brand and you are targeting younger beauty enthusiasts and you aren’t on Instagram posting your content there regularly then you are missing a platform on which you can effectively target and engage with your target audience.
You need to be researching different platforms age and gender demographics in order to see which ones you should be using to upload content on and engage with your target market. New social media platforms are constantly popping up and you cannot be dismissive of them, you need to research them and see if they can be used to reach your target market.
2. What is the brand’s personality?
The content a brand posts defines their brands personality. The brand’s personality needs to be relatable to the target market so they feel more of a bond with the brand.
Essentially this means what does the brand’s ads, content and actions say about them? This part is integral as to how the brand is perceived by the target market. As I touched on in my previous blog Red Bulls personality is hyper and a bit mad they have shown this with their content and events, Urban Decays is edgy, cool and sophisticated. Brand personalities help make them more relatable to their target market. If brands do not have a personality i.e. they share boring content this could affect their market share and profitability because consumers would be more inclined to choose brands that share engaging content.
3. How do we want to be perceived by the target market?
The easiest way to decide how you want to be perceived is with this simple exercise: what words do you want the target market to associate with your brand when they think of it? Then see how these words are associated with your brand and promote them. For example, if you want to be thought of ethical and you do not test on animals promote that.
The perception of a brand by their target market should be a key motivator for generating great, relatable and engaging content. There are considerations with this, for example, if you want to be perceived as humorous by your target market you need to understand their sense of humour not just post what you think is funny.
4. What message do we want to get across with this content?
The message should be at the core of the content and that can be easily lost in trying to get noticed by the target market. Yes, the content needs to be noticed but not at the cost of losing the message. Also, don’t forget you can get more than one message across with a single piece of content such as; “we are great value and we give a great service.”
5. How much will this content cost?
It is easy to get caught up in producing amazing content and spending lots of money but some of the best content is very inexpensive. Look at Oreo Super Bowl tweet in 2013 that is more memorable than the ads that cost millions that year.
Thank you for reading my blog, please let me know your thoughts on it. Hope you have a great day!