Lucie Marchelot Shukla – Co-Founder & Managing Director of healthtech startup Straight Teeth Direct.
Content creation is your chance to stand out from the crowd and engage with your audience at different points in the customer journey. It can be used to showcase your work, unique selling points and expertise to potential customers, and it is also a powerful tool to educate and convert your audience once they start buying from you.
Creating content for a completely new brand can be daunting. Before you start, look at your overall strategy. Below are six steps on how to structure a content meeting when planning content for a new brand or business:
1. Define your ideal customer. Be specific. While you may sell your products or services to a wide range of people, when creating content, you want it to resonate with a specific, ideal customer. If your audience largely consists of 30-year-old females but you also have customers between 15 and 65 years of age as well as men, you still want to cater your content to women in their 30s.
Your content will always attract an array of people, but if you try to appeal to everyone, you won’t get the same results. Be specific about age, gender, location, mindset, pain points, personality, etc.
2. Make a list of your competitors. Who are the direct and indirect competitors in your market? Who are your potential customers buying from, if not you?
3. Identify your unique selling points. When creating your unique selling points (USPs), think about what makes your product or service different. Why should your ideal customer buy from you? What makes you the right solution for them?
4. Determine how your content will be shared. Again, it is tempting to want to be everywhere, but it’s more effective to choose the platforms your audience is most active on. Your blog is ideal for publishing long-form content that answers questions searched by your audience on Google, while your social media platforms are great for bite-sized content for both new and existing customers.
5. Decide on your next steps. Assign someone in the meeting to create a recap of what was discussed, and set up a content calendar meeting to brainstorm specific topics.
6. Write down your objectives and KPIs. Your key performance indicators (KPIs) will help you measure your progress toward a specific goal. It could include the amount of content you will share weekly by type, the number of weekly opt-ins you want to gain, the number of monthly conversions, etc.
The Tool That Will Save You Time When Creating Content
A brand book is a valuable piece of information that can help you create content in a scalable way and get everyone aligned, from copywriters to marketers to designers. In short, a brand book outlines what your brand stands for, your unique angles, your target audience and how you do and don’t want to communicate with your audience. Here’s a look at what to include:
1. An introduction. Before focusing on your brand identity, start by dedicating an introductory section on how to use the document. Then, you can outline your identity, competitors and unique selling points. This will set a good foundation for those who will create content for your brand.
2. Your brand identity. Next, add your logo and color palette (primary and secondary colors), with an indication on when to use specific colors. You may also want to include typography preferences and a mood board for visual content.
3. Tone of voice. Highlight the specific language you want to use or avoid when communicating with your audience.
4. Preferred platforms. At the end of the document, include a list of the platforms you have chosen for the distribution of your content.
Now that you are clear on your strategy, it is time to start creating content and, for that, a system and data-driven approach are essential. Stay tuned for my next article, where I’ll be sharing my tips on how to do just that.