13 May 3 Ways to Bring Clarity to Your Branded Content
Creating content doesn’t have to be hard. Still, many small businesses that we’ve worked with have come to us with the same three issues.
- I don’t know where to even begin.
- This is going to be way too expensive.
- Will people even watch, read, or care about this?
In our tenure as an agency, we’ve learned a lot about creating, diversifying, and getting results from a wide variety of content. We want to share what we’ve learned with you.
Brands have now moved into being broadcasters. This makes content in today’s digital era more valuable than ever. Why is this, though?
It starts with psychology and the fact that people, in general, are data-seekers. When we find data or information from an expert that is relevant to our needs, we begin to trust the source. This is one of the first key steps in making sales–trust! (And who doesn’t love more sales?)
Keeping that train of thought, let’s deep dive into that. Here are 3 ways to bring clarity to your content creation journey.
1. Define who you’re talking to.
When we first began producing copy and videos for clients, we had one goal: make it cool. Turns out our 20-something-year-old selves had no idea what we were getting into. Thankfully, with the help of Google, trial-and-error, and many…many…many hours of studying, we’ve figured things out.
The clue to awesome marketing is defining your target audience. At LMH, we find success by discovering customer personas. Ask yourself: What do my customers like? How do they seek content and data? What challenges are they facing? What sources do they trust? The first key to creating meaningful content is knowing your audience.
2. It’s true, one size does not fit all.
Creating successful content is like building a house. First, say you are buying a new build. There is nothing there but a plot of land. You have to imagine what is going to be there 8 months from now. Then, you take the uncomfortable step of committing to start building from the ground up. You do this with a structured set of proven processes.
Second, once you build that new house, you begin to maintain it. This sounds tedious, but maintenance creates a lot of value. Like adding upgrades to your home over time, knowing they will add value later.
These same concepts are true with content. This is why we follow a 3-tier framework called Hero, Hub, Hygiene, coined by Google. This system helps creators define structure in their videos and grow their audiences. It has now become a norm across all platforms of creation. Include these 3 types of content in your marketing to maximize success:
High-impact pieces that leverage your brand awareness and get people in the door. These are ebooks, lead generating PDFs, brand commercials, and campaign launch pieces.
Regular pieces of content that tell your brand narrative. These are testimonials, client success stories, updated brand news, and informative campaigns.
Also referred to as helpful content or evergreen content. Hygiene content leverages specific keywords that your target audience is searching for. This is also a great way to enhance your SEO efforts. (Ex: “How to” content. Like, “How to Walk Your Dog”, “How to Build a Website”, “What to Look for When Working on a Classic Car.” etc.)
Investing in diversified content is a great way to build trust and awareness. This investment will also drive people from where they are now straight to your doorstep.
3. Double down on a structured distribution plan.
Let’s stay with our house analogy. Any successful content presence, like any worthwhile house, requires a strong foundation.
We have a proven approach to distribution. Here’s how it works. We push out content through a condensed selection of social media outlets. This allows us to receive higher engagements on our chosen outlets. The alternative is when you spread your content thin across too many outlets. This creates limited engagement and it’s a waste of time and money.
Social media is tough to navigate. Especially with how many outlets there are nowadays. So, how do you navigate it?
First, we take a hard look at your brand. The best options depend on your specific business. Ex: A lifestyle company will get better results from Instagram. A roofing company will kill it on Facebook.
At LMH, we review your brand and then determine the best strategy to move forward. As a default, we recommend sticking to the big 3: Facebook, Instagram, and an optimized YouTube channel. More on that reasoning in blogs coming up, so stay tuned.
The Wrap Up
Content creation doesn’t have to be hard and any brand marketer can do it with a little thought, process, and time. We always come back to keeping it simple. It’s tempting to try and bite off a big chunk and do everything at once. Don’t do it! Instead, follow the tips above. You’ll see far greater results over the life of your investment.
Your favorite Lokals
If you are looking to improve your marketing presence, we’re here to help. Reach out to us and let’s chat about your brand.