Creating a Content Strategy for Awareness Success

Raise your awareness and share your uniqueness with the world.

Amit Ray

It’s time to talk about “Content”.

Surely you’ve heard about content calendars, content strategies, content creators, content schedulers, and the list goes on. With all the buzz around social media and digital content, it’s important to take a look behind the curtain to see what goes into making great content. 

So, what is content then?

Content by definition is any information (imagery, audio, blogs, videos) that have been created for a specific purpose either to entertain, educate or persuade a target audience. 

Reviewing your current content creation process is important because it’s not just one thing that makes great content stand out from the rest, it’s the culmination of a lot of smaller steps that lead to making content people love and find valuable. 

To make great content you need to first have a proper strategy in place, to help define your goals, create customer personas and understand how your target audience consumes, saves or shares information on each platform. Once you know how a target audience is likely to interact with different content, you can start the content creation process.    

A good content creation process asks questions. Once you know who you intend to make content for, you need to know why you are creating it; is it for customer education, to show off your expertise, or other marketing efforts? Researching what your customers want to know about a specific topic and then creating content for them is a smart way to draw their attention to your content.

Enhancing your content through good Design & Copywriting

Basic human biology isn’t difficult to understand, we are all visual individuals. The neurons in our brains responsible for visual processing far outnumber some of our other senses. It would make sense then that good design should be a priority when it comes to creating content.   

We’ve all spent time on social media, scrolling through our feeds, as our attention jumps from one post to another. It’s our job as marketers (whether you’re a brand or a personal account) to design content that makes the viewer pause and take note of what they’re looking at. 

Design is about more than just color and typography. It’s about understanding the impact that a consistent and well thought out theme will have across an overall online presence. Good design invokes a sense of professionalism or trust in a brand. 

Using good graphics, contrasts, scale, balance and generally keeping it as simple as possible while still adding enough of an impact to make someone stop and say “I’d like to know more”. 

Once you have a great design that has been optimized for social media, it’s time to turn your attention to an equally important piece of the content puzzle: Effective and thoughtful copywriting can make a campaign successful, drive traffic or even boost brand engagement. 

A brand’s tone should reflect their values, personality and convey their overall image. Paying close attention to what you are saying and how your target audience might receive your message, is a powerful strategy in driving customer behavior and turning your content into more than just “another post”. 

At Brieffin we take our experience in content design and copywriting to tell your story and showcase your expertise. Optimizing every piece of content for each network. If you feel like creating content is an uphill battle get in touch to see how we can help you stand out and get noticed. 

Our Moment of Bliss

 Safe” – Bay Ledges

“Yeah, we got magic in our hands,
We play in the stars when the sun comes up”.

Join us and keep listening on our Spotify playlist.

A Little And A Lot Of Digital Marketing

It’s always a good idea to sit at the fun table.

Esther Hicks

If you ask most people what “being digital” means, some probably will answer: to be virtual, to use electronic technology or being on the internet, and while technically these answers aren’t wrong, they don’t accurately describe how it links to communication in a business sense. 

So, what does “being digital” really mean for a business? The following Mckinsey & Company definition explains it perfectly.

“Being digital requires being open to reexamining your entire way of doing business and understanding where the new frontiers of value are. … At the same time, being digital means being closely attuned to how customer decision journeys are evolving in the broadest sense.”

Is content… still king?

If you are involved in marketing then there is no doubt you’ve heard the phrase, ‘content is king’. Today, this statement is truer than ever. What is changing, however, is how people on social media consume content.

With more and more content being produced and changing customer behaviors, brands are having to change the way they think about, produce and share their content on social media. All to capture a customer’s attention for long enough to make an impression on them. 

Standing out means spending more time and resources to produce content that not only appeals to your target customers but adds value and makes them feel connected to your brand. 

Does your business need to be on all social networks?

The answer all depends on where you believe your potential customers to be. Each social network has evolved over time to appeal to a specific audience for a specific purpose. The trick to deciding which platform to join depends on your business goals and the type of site-specific content you can produce.

Aligning your part of your marketing strategy with the right social platform, whether it be Facebook, Instagram, LinkedIn, YouTube or Twitter will help you connect with your target audience. Understanding where your customers are and then sharing content that is relevant, reliable and consistent will not only build trust in your brand but also cement your name in their minds as a leader in your industry.  

Real engagement takes patience

For most brands, building up customer engagement is a slow but invaluable process. Not only does positive engagement help grow your following online but it also provides businesses with direct access to customers’ insights and feedback, which are crucial to any successful marketing campaign. Cultivating genuine and meaningful conversations and replying to comments and questions all forms part of a good organic engagement strategy. It’s through real engagement that a brand can share a side of their story that’s not always achievable through traditional marketing methods. 

Is paid advertising worth it?

The honest answer is yes, for most brands leveraging the power of paid advertising on social platforms gives them access to a specific audience, enabling them to be seen and get their message across more effectively. 

Social media giants are constantly making changes to their algorithms, and in most cases making it more difficult for organic content to reach a wider audience. 

However, with most of the world’s population now on one or more forms of social platform, these changes aren’t necessarily a bad thing. With the large amounts of data, these networks collect and process, using paid advertising lets brands place the right content in front of the right audience at the right time. There are some exceptions to this of course, slower more organic engagement works better on LinkedIn where relationships are usually cultivated on a more professional level. 

Effective communication on social media takes an understanding of how to create content that grabs attention, copy that persuades, which networks will deliver the best results and how to create positive brand engagement. At Brieffin we handle the time-consuming tasks and create professional strategies that help our clients make the most of the ever-evolving social media and digital landscapes. 

Our Moment of Bliss

 Stockholm” – Atlas Genius

We can crawl or we can run towards the sun… while we listen to our wake-up-and-smell-the-coffee collection on our Spotify playlist.

Digital Marketing: Springboard to Success

“You can never go wrong by investing in communities and the human beings within them.” 

Pam Moore

To be competitive in today’s digital market place, it’s now more important than ever to understand the impact effective social media and digital marketing campaigns can have on your brand’s growth and attracting the right customers. 

Getting Started

To be effective on social media it’s vital to understand where to begin. We’ll take a look at a bird’s eye view of the main topics to consider when outlining a social media strategy. 

Before creating an account or spending money on sponsored ads, you should ask yourself:

What is my goal and why do I want to achieve it?

These may sound like unimportant questions, but giving detailed answers, will aide in helping you successfully create your social media strategy. 

Answering these and other questions upfront will make it easier to decide which direction to go when creating and scheduling content, by knowing exactly what you want your customer to think and believe about your brand, how they perceive your brand values and what action you want them to take when viewing you on social platforms, streamlines your creation process, puts you in control and delivers the best results.

Measuring Your Impact

But how to measure these results?

For some, this doesn’t always mean making a sale. Your goal could be to grow your following, drive traffic to your website or create leads for your sales team to follow up on. To fully understand how your content is performing you must set up and track various key performance indicators (KPIs).

It’s through these statistics that you will be able to see which content is yielding the best results, where your followers are coming from, what their preferences are and how they are engaging with you. Success is a moving target and KPIs keep you on the right path.

When, Where and How to Post

Deciding when, where and how often to post your content takes a bit of trial and error to find the perfect recipe. 

Why? 

Because much like getting started with digital marketing, creating a winning content schedule requires a closer look at your audience and then asking where are they from, which platforms are they using, how do they digest content (also known as audience behavior) and most importantly what time they most likely to be active. 

These behaviors will dictate how we interact with each platform. Optimizing strategies and content to reach the widest audience available to us at the right time. Your goals and audience will determine what times and how often to post on each platform. 

With the rise of social media, many content management tools have been developed to help users manage and review their content and profiles, all in one place. These tools help businesses be consistent with their content, something most audiences have come to expect. 

Budget

In recent years social media has turned the marketing world on its head. By being able to target a specific audience exactly where they are spending their time online has allowed businesses and brands of all sizes the opportunity to tap into their desired markets for far less expense than traditional marketing methods.  

While there is no perfect budget to use on social media platforms, with the right approach even a small investment can yield surprisingly big results. 

Setting the right goals, optimizing your content and sticking to budget is a sure way to succeed and make the most out of social media. At Brieffin we use our experience to help our clients navigate each of these steps, creating content and schedules that raise brand awareness through storytelling, good design, and a focused social media management approach.

For more information about how we can help your brand make the most of digital and social media marketing, contact us at connect@brieffin.com.

Our Moment of Bliss

 Sleepy Head” – Passion Pit

Take time off to smell the flowers… or listen to some creatively curated music on our Spotify playlist.

Industrial social media specialists of the year 2020 - Spain