Great content is the lifeblood of any digital marketing strategy. Content that is relevant, useful, and engaging will keep your audience coming back for more. Content that doesn’t? They’ll quickly move on to the next thing. For many brands, this means creating content in a vacuum. They’ll have a marketing team focus on content marketing, and then other teams will be tasked with creating it. And while this makes sense, it isn’t the most efficient use of time. Instead, we believe that a brand should have one leader who is responsible for creating content that supports the company’s overall marketing strategy. This way, they have one team member and one boss who is always accountable for the quality of the content and its effectiveness.
Your content is only as good as the quality of the experience it creates for your audience. That’s why it’s so important to be consistent with your messaging. If your content is meant to paint your company in a certain light, you want your audience to perceive that same light. Consistent messaging isn’t about being repetitive; it’s about telling the same stories with the same variations.
Consistent content starts with identifying a clear objective. From there, we create content that is designed to deliver on that objective. We structure our posts in a way that lets us tell the best stories, and we make sure to incorporate the right type of call-to-action (CTA) at the end.
With social media now taking up a large chunk of our everyday lives, people have become more interested in the stories behind the brands they follow. What’s the back story? How does the team interact? What are common interests between the team members? What does the brand culture look like? These are all great stories to tell, and they help draw in your audience.
The best content is created collectively. This is true in both digital and physical spaces. There’s something about creating food as a team that makes it taste better. And there’s something about building a house as a team that makes it stick together longer. Collaborative efforts in both fields lead to more than the sum of their parts. They create something new and unique—and more importantly, they create content that resonates with your audience.
At the end of the day, consistent content is king. You cannot create great content in a vacuum—only in partnership with your audience can you create content that will truly connect with them on a deeper level. No matter what type of content you create, make sure that it resonates with your audience on an emotional level and helps them feel something. If you can do this, they’ll not only see you as a more relatable brand, they’ll be more likely to take action. And the best part is that you can keep doing this for years to come.