Brands today are producing an insane amount of content. From crafting visuals for Instagram to updating your Facebook page’s banner and fine-tuning your social captions, there’s plenty of work to be done on a day-to-day basis. As we are in this ever advanced technological era, there’s numerous channels to share across content, it is common for brands to lose the essence of the content strategies they come up with.
What is a Content Strategy?
Content strategy focuses on the planning, creation, delivery, and governance of content. Content not only includes the words on the page but also the images and multimedia that are used. Content strategy implies that someone is stepping back and asking, “What should we create, and why?” thus having an effective content strategy keeps the brand’s presence consistent and relevant. With that being said, how can a brand keep their content strategy
focused and on-point?
Content pillars are subsets of topics or themes which create the foundation for your overall content strategy. Pillars represent relevant topics for your target audiences. Each of your pillars could be composed of different types of content such as blog posts, videos, visuals or even something as simple as your tweets. Creating content pillars is an effective way to organize your content strategically as it helps to create a calendar that covers relevant topics without having to create content on the fly.
Before you can define your pillars, you need to identify who your target audience is; who is it that you want to speak to. It is essential to create audience profiles as different audiences consume content differently; their interests, pain points and social platforms they use would differ as well. When your personas are identified, you would have a clear direction on crafting content in terms of topics, tone of voice, visuals and everything in-between. Creating audience personas also aids in crafting what sort of message to send to each subset of your audience.
Once the audience personas are crafted and content pillars are in place, the next essential step is to create engaging content. In a sea of content, you will need to craft out content that your audience can relate to and that grabs their attention. Differentiate your brand from your competitors by creating original content and instilling your brand essence onto your postings. It is also important to craft content that has a purpose; instead of just shouting out a new promotion or a new product, make sure that your postings have a clear call-to-action such as to comment, like, enquire or email.
In conclusion, an effective strategy consists of creating audience personas, crafting content pillars that serves as a useful content planning method and lastly, creating engaging content that speaks to your audience. Although there are many more elements that make a content strategy effective, these serve as an essential foundation for brands to craft their content strategy with ease.
Does your brand face any issues with crafting a brand strategy that works? Look no further, we are here to help! Just leave us an email at engage@purpose-built.com.my and we’ll be in touch soon.
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