Why do you need great content? What makes content compelling and effective in today’s date?
Content is the point of contact between you and your target market. No matter where you use it, it is the content that reflects your brand and value proposition, more than your marketing, SEO, or discounted rates.
It is quintessential to develop content appropriate for your lead generation which is hyperfocused because today’s buying force is pretty well informed.
Writing content straight out of your understanding of the product is not going to help you. I believe that words that do not have a purpose and are just space fillers are not going to do you good.
I have a no-bullshit policy, which has landed me some great clients over the past.
Breaking down the stages of content creation.
1. Understanding the product.
Having a good grasp of the product and the market/industry that it plays, helps develop content that is compelling.
Using the BCG matrix helps place your product service in a bracket that demands a particular genre of content.
This category requires a very pushy and informative content which forces a target to learn more about your product and how exactly is it going to better their lives.
If your business falls in this category, you do not have to be really pushy with your product/service, just very informative to boost growth.
Business in this market already has a well-informed audience. So you will probably have to introduce a strong value proposition in your content.
You are in a good space if you fall into this category. Now is the time for you to set trends with disruptive content which sets new trends.
Similarly, industry and competition levels give us further insight as to how fierce your crowd is going to be.
2. Understanding the target market
The people are the most important factor for any business success. No doubt, hence concentrating on buyer personas and behaviour is going to give our content making strategy a lot of weight.
One index I always use is the Hofstede dimensions which speaks a lot about the behavioural pattern and gives you concrete ways of writing your content.
Above are the Hofstede dimensions for four countries.
What sense does it make?
So how do I formulate my content based on these readings?
China has a big power distance. Meaning there are fewer people on the top level, authoritative position when compared to the USA. If you are pitching an idea to a business, then you will need to focus on the top-level figures to get better results. \
The Chinese think about the community more than the Americans. So content that generally creates a sense of well-being for the community or all of the people will work better in China. Whereas in the USA, you will have to make content that portrays more of individual growth/benefit.
Long term Orientation
The Chinese like to have a long term relationship if you keep delivering quality products/services. They believe in loyalty. Whereas in the states, the competition is high and if some other competitor proposes a better plan than yours, they will not think twice before shifting.
Hence, content with the USA has to be spicy and zesty every time. Trying new things, taking risks with formats and peripherals. Whereas the Chinese would love consistency.
Similarly, other dimensions help me strategize the kind of content I want to write. It gives me a little more insight into what would please the people more!
3. Formulating a strategy
This is the part I love. From all the understanding of the product and the target market, I create a matrix of the factors that could help me make my content viable and irresistible.
How dynamic is the market, what kind of people are we targeting, what are the behavioural patterns and how gruesome is industry?
Content influenced by these factors has always done me and my clients well!
4. Sharing the outline with you
Before we could go on to make the finished product, I always share an outline with you so that you have a brief idea of what the copy is going to look like and make any changes that you wish.
This helps revise any errors or unwanted content at the very beginning which would stop us from wasting time in the future.
5. Final Draft
After developing the final draft, proofreading it, checking all the grammar and then sharing it with you, it is time to roll out the content in your chosen fashion.
Watch the magic happen!
If you like the way I write my content, you should check out how I roll out my media campaigns. I got a proprietory four-phase plan.