Guide to Content Creation | Part 2 - The frame work of Content Creation - BOSDaily#003
When it comes to Content Creation there are 5 simple questions to ask yourself before starting the process.
1) WHAT'S MY PURPOSE?
Having a predefined idea of why it is you are actually creating a piece of content is so important. Generating sales is normally the first thing we think of, but what about building a recognisable brand, or dealing with customer complaints, or announcing you are looking for staff, or that you're moving to a new location, or that you've joined forces with a new charity? These are just some of the hundreds of ideas you are trying to convey.
2) WHO AM I TARGETING?
Let's say you have a new child's toy you wish to sell via your newly up and running website. First though might be that your targeting kids.. But in-fact you're actually targeting the people who purchase the toys. Parents predominately. Now this might seem like an obvious thing but you would be blown away with how many times we see the target audience being complete forgotten in todays world. Kids might love hearing just how loud all the features are nut I can tell you first hand, most parents would rather eat cat food then listen to another toy car with "real engine sounds".
3) WHAT MEDIUMS AM I GOING TO USE TO BE SEEN?
The different mediums and the platforms which content can be seen within each is litteraly endless!!
Print........ Just to name a few haha
It's imperative you identify which of these channels you are not only creating content for but most importantly, are going to have you the best response depending on your target market.
4) How will I measure the success of the content
Being able to measure the success of the content you are creating is a very important thing. In the business world today money is tight and making sure its going towards avenues with the best return on Investment (ROI) is key.
coming up with ways to measure the success can be an art form within its self. In todays digital world we are bless with an endless amount of data at our fingertips through the likes of Google Analytics, SEMRUSH and the back insights available on most social media platforms.
A simple example of making content measurable is the creation an Instagram story with a discount code either being textually or verbally communicated. Then when the discount code is entered at checkout you have a way to measure the effectiveness of the content at that first level. With this said it is always important to remember that you may have actions resulting from this content which don't have the end result of the discount code being used. - (customer decides to purchase the product or service once the code has expired.)
5) CAN I MILK MORE OUT OF THE CONTENT AT A LATER DATE?
Finally when creating content its always good to think of the long game. Marketing is a commitment and if done right will pay off in droves. Being able to get content from an initial piece down the track can make your life ALOT easier.
Picture this you commit to creating 26 Pieces of new content in a year period.
On top off this you know that 20% of your content is going to be able to have a "part 2" type follow on piece that only requires a very small amount of work. On top of this there will be another 5% of content created by others using your content as the building blocks. Times change and often old becomes new again this could mean that you need to re-tweak some of your original content. Lets say another 15%.
Now in total from that initial commitment to make 26 pieces of new content it has expanded out into a total of 36 pieces of content. WOOO FRIGEN WHOOO!!!!!
Once you have answered these questions you can move onto creating the actual content.
Stay tuned for Part 3 in the Guide to Content Creation - The Content Pyramid