How to create great content
How to create great content
September 17, 2019
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I know how it feels to spend tons of effort and energy to come up with content for social media, write the post, choose a picture and then hear freaking crickets.
Content is such an integral part of the branding process, it's ultimately how you share your brand and message with the world.
As a result we want your content to not just be good, but GREAT!
Easier said than done, isn't it?! Yes, just like you've I've struggled with creating high-value content for my audience.
What I've found is that in the beginning we're all just creating content to create content. We know we need to post in order for people to find us online and to build brand awareness, but there's no strategy behind it. And this posting to post mentality isn't helping move your brand forward.
Now, I’m not sharing this to get you all nervous and terrified that your content isn’t good enough, what I want to do is challenge the way you create content for your brand.
So, again right now you’re probably just creating content because that’s what you’ve been told to do online. However, your content is not working with engagement, community building or differentiating you from others in your niche.
And the reason it’s not working is that it’s all over the dang place. Your content doesn’t have a clear model in place to work in your favor. Right now it’s just content when what we want is an evergreen brand awareness machine. We want all your content to showcase your brand in the best light.
Your content should do two things:
showcase you and your brand
be highly relatable or valuable to your audience.
It’s time to start thinking of content as one of the most for brand expansion.
What you need to make this happen is a strategy! Building a brand isn't just about creating some visuals, taking some photos and posting. It's about strategic content and messaging.
3 Steps to Take:
1. Start With Brand Messages
Start with clear brand messaging (CBM taught to my students) as a whole, not just an offer or product or something you decided to create today. It’s all about your big-picture brand and not just about the product or service. What does your brand stand for? What do you offer your community/ clients? Why is that important? How does it benefit them?
Clarity on this will allow you to create a unified, cohesive message for your brand that will show up in the content you create.
2. Create Brand Containers
Create content containers (brand containers) for ways to connect with your audience using story, experiences, client behavior and more. Organize your content to keep it fun and interesting.
Your audience isn’t going to stick around if everything you’re talking about is pitchy or salesy, these are real people. There is a time to do all of the selling, but we want to build trust by sharing different parts of our brand (which is so much more than just your product or service). Your brand should already have values and core pillars, these can become your brand content containers.
3. Organize your content based on your brand and business goals.
It's ongoing you're always wanting to attract new people while keeping existing people engaged, so you need to think of the big picture. Stop throwing content out onto the Internet with no clear plan it isn't helping move your business forward. I recommend always mapping out content for at least 30 days so you can understand how each piece of content connects to or leads to the next.
Content can be one of the best tools to build your brand awareness and ultimately community. It’s about really taking the time to strategically understand content creation, and even deeper than that you need to understand your brand. If you don’t know the core of your brand, the values and essence of what you’re creating and how you want to attract then you’re going to have a hard time connecting the pieces.
My biggest tip for engagement online is paying attention to your brand. Making sure you’ve taken the steps to create a strong core for your brand so that things like social media content, emails, sales pages, etc work the way you want them too. I’m sharing my 3-step method in my free masterclass and you can join us now.
Sign up for The Build a Better Brand Method at brandmerry.com/brandmasterclass
Please share your biggest takeaways from this blog post and how you’re going to implement this information in your own business!
P.S Don’t forget to join me for my free masterclass at brandmerry.com/brandmasterclass
P.S.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.
Hey there, I'm Michelle Knight
Welcome to my little corner of the internet. I'm a mother, wife, world traveler and storyteller. I created my own business just after having my first baby and while working a 9 to 5.
Within one year I left my 9 to 5 and created a 6-figure business. Now I spend my days as a Branding and Business coach for female entrepreneurs, raise my little boy and travel the world with my little family of 3.
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