Establishing a Direction for Your Content
So, how can you establish a content direction?
Stick to this straightforward formula: identify a problem, identify your audience, and then set yourself apart.
While the way you work out these different variables will depend upon your own tone and style, you can still rely upon these basic tenets to help you stay on the path toward business and engagement growth.
1. Distinguish Your Brand
All that said; you want your content to stand out from everything else that’s circulating on the internet or among your competitors. The best way to do that is to embrace your brand’s story. What trademarks, terms, or keywords did you use when initially launching your business? How can you tailor your guides, infographics, or online videos to make the most use of those foundational terms? These answers lay the foundation for a solid content direction.
When you get back to the keywords and symbols that helped you establish your business in the first place, you remind your loyal consumer audience of the values you hold. You’ll also give a new consumer audience memory-based footholds to cling onto as they learn more about what you make.
When you partner that foundational branding with a jovial tone, you’re on a path that’ll distinguish your content from that of your competitors. An audience that’s learned to recognize your content voice is a confident audience, one that’ll bring repeat buyers to your marketplace time and time again.
2. Know Your Audience
It can be tempting to craft content that can appeal to everyone. The more people who can relate to your content, the more consumers you’ll bring in – right?
Wrong. Vague content is more likely to alienate your audience than to win you loyal consumers. If you focus your content to attend to your specific audience’s needs, you’ll be able to build greater trust among your clients.
For example, say you sell chocolate. While chocolate is generally universally enjoyed, there are specific demographics that your industry tends to target. It’s up to you, though, to determine what elements of your business will further specify that audience. Do you use sustainably grown cacao? Alternatively, do you create bizarre chocolate flavors that’ll appeal to foodie daredevils?
Identify what separates your product from that of your peers, and you’ll be able to better tailor your advertisements to the audience that’ll appreciate those elements the best.
3. Learn to Capitalize on Content Weak Spots
While your product or service surely provides a solution to an exact need, let’s face it—no product is perfect. How do you build out a content direction while specifically avoiding mentioning your biggest hurdles?
When trying to determine what direction to take—especially for content designed to build up your product—ask yourself a few questions.
- What kind of content does my product’s core problem allow me to work with?
- What gaps are there in the content?
- How can this problem become an asset?
When you start to look at your problems not as obstacles but rather as opportunities, you can create a content direction that’s comprehensive, focused, and valuable to your audience.