We’ve been witnessing an evolution in the kind of content that creates impact. Brands are becoming equally competent and tactful with paid and owned media, leaving only earned media to truly create differentiation. And that is where great content and the ability to create it become invaluable assets.
This is also the reason that the media and communications professionals of tomorrow (who may be students of public relations, advertising, journalism or any marketing communications discipline) but be mentored to create powerful content by media institutes.
The purpose of content is to attract and retain consumers by constantly curating relevant and valuable information. It is the art of communicating with your audience without selling anything; making them more informed instead. Content that adds such value creates clearer, stronger and longer lasting associations and advocacy between brands and audiences.
Communicators are increasingly realising this value. The amount of content being developed and deployed is reaching mindboggling proportions. ACI Information Group estimates that every minute Facebook users share nearly 2.5 Million pieces of content, Twitter users tweet nearly 300,000 times, and nearly 72 hours of video content is uploaded on YouTube. Even a start-up as young as ours, creates 3 blogs, over 20 Facebook posts and nearly 80 tweets each week. Amidst this race to capture the much sought and decreasingly low attention span of consumers, it is important for communicators to develop crisp content strategies. Below are a five tips to follow to create great content:
Over and above these five guidelines, it is imperative for communicators to keep their ears close to the ground and ensure that they’re able to understand how their audiences’ tastes for great content are evolving.