As a result, the internet is awash in content that does not speak to a particular audience, does not provide useful or relevant information, and often delivers mixed and confusing messages. Good content is relevant to the target audience, it’s useful and activating, it is tied to your marketing goals, and it feels authentically part of your brand. Your customers and potential customers are going to consume it, respond to it, and share it. Here’s why: If members of your team or your content agency understand what the business goals and expectations are from the get-go they’re going to do better work. Developing creative briefs may seem like a drag, but a good creative brief is actually a great investment in time, efficiency, and motivation. Follow up the brief with as much useful background information as you can. Ask for help Members of your internal team or agency know the information they need from you to do the best possible work. Set goals What do you want the people who consume this content to do? If you define success at the beginning of the project, then you’ll always have something to measure content effectiveness against. Want help every day delivering on your content marketing goals?
Every day content programs aimed at consumers, kids, influencers, specialists and business people launch. And all too often this content is developed, distributed, and promoted with no strategic planning; there is little articulation of its intent, its core messages, or of the intended goals.
As a result, the internet is awash in content that does not speak to a particular audience, does not provide useful or relevant information, and often delivers mixed and confusing messages.
There’s a lot of competition for your customers’ attention – and the best way to get that attention is for your content to be good. Really good. And that doesn’t just mean well written or well produced.
Good content is relevant to the target audience, it’s useful and activating, it is tied to your marketing goals, and it feels authentically part of your brand. If you can ensure that your content meets those requirements, then it’s going to work. Your customers and potential customers are going to consume it, respond to it, and share it.
The one surefire way of creating great content is to start with a great creative brief.
Here’s why: If members of your team or your content agency understand what the business goals and expectations are from the get-go they’re going to do better work.
If everyone understands who your brand is talking to and knows what those people want to hear about, you’ll inspire greater focus and creativity, and more engaging, exciting, effective, and activating content.
Developing creative briefs may seem like a drag, but a good creative brief is actually a great investment in time, efficiency, and motivation. If everybody on the project knows what they’re doing and, most importantly, knows why they’re…
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