Your brand’s campaign goals, messaging, and customer needs all come together in your content conception to create engaging, customer-focused content. If you want to create a comprehensive campaign or just fill in the blanks in your content library, brainstorming is a wonderful place to start. As a result, you’ll likely come up with an abundance of content ideas for delivering your message to the right customers at the right time. Prior to your next brainstorming session, examine these five things:
- Know Your Target Audience
- Know Your Messaging
- You Need to Know Your Creative Limits
- Know Your Demand Type
- Finally, Know Their Favorite Formats for Content
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Know Your Target Audience
In order to tailor your content to your intended audience, you must first gain a thorough understanding of them. In order to understand your audience, you can use personas, but there are alternative methods. They can tell a lot about a person’s day-to-day activities and potential roadblocks just by looking at what they do for a living.
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Know Your Messaging
Messaging is the glue that holds your customers to your content’s narrative. Identify what matters most to buyers by analyzing their challenges, buying triggers, and priorities. Work on crafting key messages that communicate directly to your target audience. Their goals and mindset are reflected in this simple form of communication. At each point of the buyer’s journey, you can only conceive of customised content assets if you use precise messaging.
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You Need to Know Your Creative Limits
A few brands and industries are able to let their hair down and experiment with quirky themes and references to pop culture in order to push the creative envelope. Financial and healthcare services, on the other hand, tend to be more constrained. Consider these parameters as you create your creative notions and determine how far you may safely stretch the restrictions.
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Know Your Demand Type
If you’re experimenting with innovative narrative approaches or searching for the ideal tone, your demand type could serve as a beneficial guide. Whether or not your readers will immediately recognize a need for what you have to give depends on their past knowledge of the subject matter. For products that have a lot of competition, you don’t need to spend a lot of time explaining how they work; instead, you should focus on the benefits customers would gain if they choose your product. The more creative you are, the more likely they are to pay attention to what you have to say. There are times when you may want to provide more fundamental information if it’s a completely new concept or piece of technology.
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Finally, Know Their Favorite Formats for Content
Having a good grasp of the best ways to reach and engage your target audience is essential as you begin to explore the story potential of your content ideas. How proficient are they at using digital technology? Are they more likely to use a desktop or a mobile device to access your content? What are they seeking for — a detailed explanation, or a high-level overview? For example, a video series or a lengthy white paper may be worth your time based on the answers to these questions.