What Not To Write | Makeover Your Content Creation

Editor's Notes

1. Realizing the value that content can bring to a brand, sometimes people go a little content-crazy. The point of this webinar is to learn how to pinpoint where content works and doesn’t work for your particular brand and audience. Both for content curation and for original content. Posting 8x a day on every platform about random topics probably doesn’t and won’t deliver the results you’re hoping for. So how do you invest wisely, and find success?
2. Some content just isn’t a fit. As fun as it could sound, it might not work for your brand. Or, like well-fitting clothes, you’ll have to do some adjustments before it fits you just right. If you’re producing content that doesn’t resonate with the audience you’re trying to reach, then it will fall flat in the best case and in the worst case it will be brand damaging. You don’t want your audience to feel like they walked away with less value or poor experience after viewing your content. So, step 1: identify your audience
3. You’re audience can vary: You can break your audience into a million different segments, but I think you should address them in larger groups. Often breaking the groups down too far means your content can be too specific, which might not be the best investment. Example:
4. After you have identified your audience, you need to know how best to invest your time and money. How big is your team? What’s your realistic turnaround time for the different types of content you’re interested in producing? Do you have design resources? Or a budget? These are important aspects to consider when you are planning a content calendar and content that you want a positive ROI. Next after looking at your resources, you need to consider what types of content address your audience best. What do they engage with, consume, share the most?
5. Describe the use of guides:
6. The difference between ebooks & guides. How we use ebooks
7. + cheat sheets, and blogs. Extend the life of your content AND make it so it gets in front of more of your audience. Different people like to absorb content different ways.
8. Don’t be afraid to try trends and be creative. A way to safely “try it on” is to always ask yourself – does this deliver value to my audience? Often if the answer is “yes” it doesn’t matter what medium you use. From a large definitive guide to a tiny tweet, the answer should be “yes”. An experiment could turn out to be your best asset. You need to be sure that you have a solid foundation of content to absorb a “flop”
9. What is do-able? Yes it would be awesome to publish every day of the week in each of our areas of expertise in localized languages. BUT you need to look at your team, your resources and define a cadence that is realistic and repeatable. A successful program will attract more resources, so set your cadence for success.