2nd July 2018 - No Comments!

Making Strong Content

In our recent journal post, we attempted to strip down your strategy to its bare bones and provided you with some reasons as to why it wasn’t working for you. Number #2 on the list is content. It’s an over talked about topic, so we decided to approach it in a different way and just tell you how to do it, we’re nice like that. 

Content marketing is driven through results, more sales leads, more audience engagement, more brand awareness...but how do we do it?

Long or short? Quantity vs. Quality? What’s better?
Content is imperative, you need to be talking to be heard.
If your social is talking then you’re on the right track.

Before you begin anything else look at your brand purpose, we covered this here. You’ve established it, you know what you want to achieve and your brand has a clear direction. Articulate this through the use of content, and make sure that what you’re putting out there is in keeping with your brand i.e if your brand product is a soft drink, don’t get involved and create content which suggests it can end racial turbulence in America...Pepsi…

What we do:
#1  We address and analyse. Think carefully about what the content you’re putting out there is going to do. How will it engage with your audience and what do you want to achieve? Is it relevant? There’s more value in engagement than there is followers.

  • Research is imperative, a competitor analysis is always useful and will help you match and exceed the engaged content of your competition. Simply follow their account, the phrase “keep your friends close, and your enemies closer” should resonate here.
  • Keyword research and SEO - how can you make your brand rank higher?
  • Look at your past content, what’s worked? What hasn’t worked?
  • No-brainer, know who you’re targeting, know your demographic. Generation Z target demo? Go hard on the Instagram, influencers and paid advertising.

2# We organise, we strategise and we do. What’s your budget? We’re not suggesting that you need a large budget in order to  get your content seen, we’re saying it makes it easier to plan and organise what it is you need. Make the most out of your budget. With a good camera and lighting anything is possible and you’ll create strong, engaging digital content.

3# This will be a short one. If you don’t have a content plan and calendar then it’ll be clear that no thought has gone into tone of voice, brand identity or purpose. Your messages will get lost and so will your brand.

4# Start with the main piece of content, your ‘hero’, this content is normally in the form of an article piece, an event, a video an image. This content should be multi-functional, should have everything to do with your brand and should start a conversation.

What we did:
Our client, a men’s fashion brand, needed to coincide with London Fashion Week in hope to influence British fashion culture. We decided to do a series of take-over (hero content) graphics of London’s Oxford Circus tube station. Following that, window graphics at the store, it began to trickle down, the take-over was the main event, we got the attention and now we had to be consistent across multiple social media channels.

  • It was relevant for London Fashion Week
  • It was consistent
  • Ben Sherman had the aim of influencing British culture through a sub-culture in a high tourist destination
  • We had a plan, a strategy and a budget  and we delivered

You have to make sure that your Hero content is strong, it should be content of the year, the month, the week, something you’re able to talk about for a long time that most of your budget has gone into. It’s not enough to have just one big piece to attract audiences, you’ve got to create noise and spin-offs from it to keep your audiences engaged. This means that you’re posting consistently but of a high quality standard. Quantity with quality is our approach quality first then quantity after.

The idea: produce as much content as possible as long as it is in keeping with the product you’re selling. As long as you’re making noise, you’ll hopefully rise from the ashes of other brands doing the same thing. You will become a trustworthy and unique source.

If you would like further information on the Vast Digital’s industry knowledge and how we can help integrate your business into a social media savvy organisation, contact matt@vastdigital.co.uk

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Published by: Vast Digital in Uncategorised

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