In every marketing book, every author tells you that your customer should be the central point of your brand communication. You have to explain how his life would be better with your product or service.
However, the time has passed and you can’t just put that promise in your selling proposition. You have to give your customer something more than the product he pays for.
This “something more” is easier to be given in your digital communication by creating content. Content creation means communicating information that has something to do with your business but is of real use for your customer.
How can content creation look for you? You can:
- Educate your customers about the use and usefulness of your product;
- Demonstrate how good your product is for solving a problem;
- Show your expertise in the field you’re in.
So, content creation helps your customers like your brand communication better, but how does it help you? The most important thing is that you get a happy customer. This is already a big success for your business. If a customer is pleased, you are more likely to buy from you and have a good opinion about you before even buying.
Now that you know what’s in it for you, here are a few steps you should take to start your process of content creation. You can’t just start creating content for your brand without a plan. Content creation starts with setting your goals and objectives. You should know where you want to arrive before you start your journey.
The next two steps are about setting the budget and choosing the channels you would like to use. These steps will help you considerably narrow the possibilities of content you can use for your brand. This content can vary based on your type of business and the level of creativity you are ready for. You can share with your customers everything from posts and stories to blog articles or podcast episodes.
So, you post the content, but this is not the last step. You have to analyze and measure your results. This will help you understand which ideas have worked for you and which ones need to be replaced.
To sum up everything, content creation is a useful (and not that hard to use) tool for your brand communication. You just have to understand how it works, respect the steps, and let your creativity flow.
Do it yourself, or use the help of a marketing agency. It doesn’t matter, just try creating content and you will see the difference in your brand communication.