Your content should fit into one of three categories
There is so much content out there, yet sometimes people within organisations say there is not enough.
Just to set expectations, this post isn't going to be about how to adapt pieces of content, repurposing into different formats and sharing in different ways. If you want the crib sheet for that, then let me know.
What I am sharing with you here is the three key categories your content should be fitting into in order to drive an impact towards your goals. If you can't fit it into any of these, then you should question why you are creating it. If the answer turns out it's pointless, then you've just saved yourself time and resources that could be spent in a better way. What better feeling?!
Ok, before we get to those three things, I am going to put a random image here to break up the text. Keep scrolling and you'll find what you are looking for straight after the image, I promise!
As promised, here are the three key content categories and the who, what, where's and why's...
1. Content that BUILDS your brand
These are things that amplify your core values and beliefs, plus highlighting what makes you different. It should help your intended audience connect with your purpose.
Examples could include sharing yours or your employees experiences and motivations as to why you or they turn up every day. It could be about sharing your goals, why they are what they are and what you are doing towards achieving them. Another example is putting a spotlight on the results; what has your brand, whether it's a product or service done for someone?
2. Content that GROWS your audience
These are things that provide immediate value physically, rationally and emotionally. It will drive people to share it with others, subscribe for more of the same and so on.
Examples could include educational and informational pieces, such as myth busting, answering complicated questions in a way that makes it easy to understand, motivational stories that inspire or even practical things such as well thought out challenges and competitions that involve sharing with others as part of the process.
3. Content that CONVERTS into business
These are things that promote the products and paid services at the right time. I'm aware 'right time' is quite broad, but that is a whole other topic which I will get into another time when I talk about that scary thing called data. But in the simplest form, this content should make people want to take action right away, whether it's an immediate transaction or simply filling a lead generation form.
Examples could include a demonstration of your offering and/or solution to their problem, highlighting the key words that are their pains. Back to the 'right time' point, originally I meant the right time in the funnel for that specific segment and customer type, but at this stage it's also important to think about the right time in the week when that person usually makes decisions to take action. Again use your data!!! I'm making this up now, but to help, does your 32 year old male who works Monday to Friday, is into fitness and is a detailed planner make decisions to purchase new gym clothes on a Monday morning, Thursday night or a Saturday afternoon? I'll leave you to work that out, but at the same time apply that thinking to your own customers.
Final point - the frequency and balance of these three types of content is also very important. There is no magic formula that fits all, but the general guidance I would give is to have more of category one and two and test varying options for category three, which highlight the key customer pains against the specific benefit your product or service provides a solution for.