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Resource: How to create valuable brand content (that people care about)

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There’s no denying that the sheer speed and scale of content creation has drastically changed from even a year or two ago.

Every single day, 60% of marketers create at least one piece of content, at least 500 million tweets are sent, and 95 million photos and videos are shared on Instagram*.

As a result, we have learned to tune out the noise because as consumers, we choose to digest only what matters to us.

And so, it’s time for marketers to think differently. We need to stop interrupting what people are interested in and be what people are interested in – which begs the question “what are people actually interested in?”.

Knowing the answer to this question is key to delivering relevant, sharable content that captures the attention of information-overloaded consumers. And, it all starts with knowing your audience.

If you haven’t already, take the time to identify who your target audience is and what they’re looking for from your brand, and develop some audience personas.

Only by knowing your customers at a personal level can you create content that truly resonates with them, as you’ll be able to speak specifically to things such as their goals, challenges and pain points.

Other tips to create brand content that people actually care about include:

Let the conversation lead

There’s a common saying: “listen to your audience, and they’ll write your copy for you”. Learn what people are saying about you, your competitors, and the world at large and use this to inform your content. If you don’t know where to start, take a look through trending topics on Twitter, top videos on TikTok and your own social feeds.

Tell the story the right way

The same story can be told a plethora of different ways. Consider the best way to tell the story you want to tell, to deliver the results you want – for example, do you want to tell a story that teaches something in order to position yourself as a go-to source for information, or do you want to tell a story that makes people laugh to help humanise your brand and/or build a rapport with your target audience?

Make friends with multimedia

It might not always make sense for your brand to be on certain platforms, but you should still consider all the different ways to connect to your audience during the planning phase of any campaign. Develop and integrate as many platforms into your delivery in order to get value out of investing in content. For instance, can the tips that you’re using as a website article be repurposed into a series of illustrations or an Instagram Reel for added value?
If the results of your content creation and distribution have plateaued recently, give these tips a go.

By investing a little extra time and resource into developing and sharing more personalised content with compelling, interesting messages worth sharing across multiple touchpoints, you’ll tip the scales in your favour.

*Statistics from Wordstream, SocialPilot and eMarketer

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