As we all know, it is increasingly difficult to stand out in a digital marketplace full of content. Making good content requires four elements: increasing brand awareness, telling a good story that is unique and compelling, building trust with your customers and audience, and collaboration with other businesses and brands to build a stronger experience.
Before we even start to develop content, we need to deeply understand who our target markets are, who we are talking to and what do they want from us, what is the best tone of voice to use, and fundamentally what we are asking people to do once we have got their attention. Our target market will be specific: age, gender, income, education, preferences. We need to really understand the persona of our market so we can personalise the tone and make sure what we are saying is hitting the mark. This is simplify and streamline your content creation, and there may be more than one market with a different persona.
Once those personas are developed, a tone of voice can be settled on, one which will resonate with your target market and speak to what they need and understand. This may change slightly depending on the platform you are using – say Facebook or a blog post, but it will fundamentally be congruent with your market. Next up each piece of content needs a goal – what do we want customers to do with the information we are giving them? Some pieces of content will have a micro goal – say information about a specific element of your product or service offering. Others will have a macro goal like making a booking using a time limited discount code.
Now we have the pre work done, lets look at some of the other elements of good content. Storytelling is the way your business crafts the stories about the brand and offerings. It is an insight into the values of the business, as well as what you can anticipate when you get to the experience, so you already have the anticipation and opinion of what engagement with that brand will involve. Storytelling is about your brand values, and when you build stories about your brand, you are subtly orienting your brand to the people that want it.
Storytelling isn’t just words it’s also about consistent colours, styles, and making sure that every time on of your customers see’s your content, they know where it’s from and what it represents. Don’t forget as a Tasmanian business to incorporate iconic elements of brand Tasmania to reinforce the whole of state branding that is in the marketplace. Nature, food, wine, clean air and water, luxury, short stay, all of these elements have been seeded into the consumer consciousness for years and you can capitalise on this investment by using them in your own content.
Consistent storytelling across all platforms builds trust – consumers need to feel safe in deeply understanding what you are offering and that when they purchase your experience or product, they will get something that meets your brand promise. Trust is so essential in building evangelists for your brand, which is why making sure you know what your own values are and who you are speaking to matters. But you don’t have to do it alone. Collaboration is a powerful business tool and benefits not only consumers as they get better more comprehensive offerings, it benefits regions and brands who are able to leverage each others market and extend their own. Think accommodation promoting local experiences, tours promoting places to eat and drink, all of which extends the reach. Collaborate with businesses that work in the same market segment you do to increase congruence and trust.
It used to take people hearing your brand 7 times to remember it – now it’s 14.