How to Create Content?

24 February 2016, Wednesday

The following summary outlines how to create content based on insights from “Content Rules” by Ann Handley and C.C. Chapman:

Understand Your Brand

Brands must first have a clear understanding of themselves. They should articulate their brand stories clearly and define what sets them apart from competitors based on their mission and unique qualities. To generate new ideas, brands need to uncover engaging stories.

Ask Key Questions:

  • What genuinely interests our target audience?
  • How do our products add value to people’s lives, help them, or meet their needs?

Good content does not focus on selling or overtly discussing products. Instead, it aims to create value by solving problems, showing how a product integrates into customers’ lives, and explaining how it addresses needs or resolves challenges.

Define the Purpose of Your Content

Before producing high-quality content, identify why you want to create it. Common reasons may include:

  • Attracting new customers.
  • Raising brand awareness.
  • Making the brand more discoverable and talked about.

Understand Your Audience

Determine who you are and whom you are speaking to:

  • Who are your current or potential customers?
  • What platforms or media resonate with them?

Knowing your audience is crucial. Ask yourself:

  • What is their age range?
  • Where do they live?
  • What do they do for a living?
  • What types of websites do they spend time on?
  • Are they active on platforms like Facebook, Twitter, or LinkedIn?
  • Do they subscribe to email newsletters or blogs?

Answering these questions will help you understand where your audience is online and what type of content suits them best.

Choose the Right Format

The format depends on the content you create and the audience you aim to reach. Once these are determined, you can focus on crafting your content.

Determine Content Style

Decide whether your content should be:

  • Entertaining
  • Informative
  • Educational

One critical step in content creation is developing your brand’s unique voice. If the goal is to inspire or excite your audience, adopting a distinctive tone of voice is essential. Content should be written naturally and straightforwardly, clearly explaining how your offerings help people by incorporating their stories into your narrative.

Become a Resource, Not a Seller

Your audience should not perceive your brand as merely trying to sell something but rather as a reliable source of valuable information. To achieve this, simplicity is key.

By answering these questions and following the outlined steps, brands can create effective, audience-focused content that resonates and adds value.

Sources:
Ann Handley, C.C. Chapman, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business (2013), pp. 101-113.

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