What content should I be creating?

How do you determine what type of content your company should be producing? As content marketing becomes more important in the marketing mix and as brands increasingly step into the role of publisher, creating original, unique and helpful content is important for businesses that really want to reach out to new digital audiences.

So what kind of content should my business be creating? How do I measure the success of the content I create?

A cohesive content strategy and plan

In determining what type of content to create, you need to create content that links up 3 requirements:

  • Business objectives (ie leads, revenue, profit)
  • Brand Considerations
  • Consumer Interest
Content Considerations

The content that you create will usually fall into more than one of these facets. The winning content strategy includes a balanced mix of these considerations. It’ll be more worthwhile to create a balance rather than focusing too much on trying to tap into some content holy grail such as a viral video.

There’s of course room for much contention and debate as to where your content will fit. Here are some possibilities:

-        Product and services landing pages – informs audiences about the product and directs users to buy
(Business & Consumer)

-        Press releases – maximises media exposure and delivers clear on-target messages. (Business & Brand)

-        Blog articles – provides useful information to a consumer and establishes your business as an expert/thought leader
(Consumer & Brand)

-        Videos – provides engaging media information and can be used to promote a message or communicate a product
(Consumer & Brand/Business)

-        Infographics – provides useful information in an engaging way, establishes thought leadership and can be used to reach out to new target audiences.
(Consumer, Brand, Business)

-        Social media content (FB photos, wall posts) – can be used to communicate a message, engage the audience, or direct consumers to purchase. (any combination(s) of the
(Brand/Business/Consumer)

-        Guest posts – builds external relationships, reaches new targeted audiences, and informs them.
(All 3)

The important thing to keep in mind is that how you sculpt the story can completely change what the content achieves. For example if you’re a chair manufacturer, an article on your entitled the “The best chairs for the office” may on the surface seem to be informative content intended to instruct the user, but if it only lists your entire inventory of chairs without any real information that the user can take away as a key learning it won’t be very useful for consumer interests.

Measuring the success of content

When measuring the success of your content, consider what the objective you’re trying to achieve with your content and align your goals and metrics accordingly.

Examples of aligned measurements for content objectives

-        Shares, likes, Tweets, diggs etc (Brand and Consumer)

-        Web traffic or views (Brand and Consumer)

-        Conversions and Sales (Business)

How do you determine what content to create for your brand? Does your content balance these three considerations?

February 26, 2012 by Filed in Content
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