There is so much content out there, yet sometimes people within organisations say there is not enough.
Just to set expectations, this post isn't going to be about how to adapt pieces of content, repurposing into different formats and sharing in different ways. What I am sharing with you here is the three key categories your content should be fitting into in order to drive an impact towards your goals. If you can't fit it into any of these, then you should question why you are creating it. If the answer turns out it's pointless, then you've just saved yourself time and resources that can be spent in a better way. What better feeling?
Ok, before we get to those three things, I am going to put a random gif here to break up the text. Keep scrolling and you'll find what you are looking for straight after the image, I promise!
As promised, here are the three key content categories and the who, what, where's and why's...
Content that BUILDS your brand - these are the things that amplify your core values and beliefs, plus highlighting what makes you different. It should help your intended audience connect with your purpose. Examples could include sharing yours or your employees experiences and motivations as to why you or they turn up every day. It could be about sharing your goals, why they are what they are and what you are doing towards achieving them. Another example is putting a spotlight on the results; what has your product or service done for someone?
Content that GROWS your audience - these are the things that provide immediate value physically, rationally and emotionally. It will drive people to share it with others, subscribe for more of the same and so on. Examples could include educational and informational pieces, such as myth busting, answering complicated questions in a way that makes it easy to understand, motivational stories that inspire or even practical things such as well thought out challenges and competitions that involve sharing with others as part of the process
Content that CONVERTS into business - these are the things that promote the products and paid services at the right time. I'm aware 'right time' is quite a big statement, but that is a whole other topic, which I will get into another time when I talk about that scary thing called data. But in the simplest form, this content should make people want to take action right away, whether it's an immediate transaction or simply filling a lead generation form. Examples could include a demonstration of your offering and/or solution to their problem or highlighting the key words that are their pain points. Back to the 'right time' point, originally I meant the right time in the funnel for that specific segment and customer type, but at this stage it's also important to think about the right time in the week when that person usually makes decisions to take action. Again, use your data! I'm making this up now, but to help, does your 32 year old male, who works Monday to Friday, is into fitness and is a detailed planner make decisions to purchase new gym clothes on a Monday morning, Thursday night or a Saturday afternoon? I'll leave you to work that out, but at the same time apply that thinking to your own customers.
Final point, the frequency and balance of these types of content is also very important. There is no magic formula that fits all, but the general guidance I would give is to have more of category one and two, then test varying options for category three, which should highlight the key customer pain points against the specific benefits your product or service provides a solution for.