When we speak with our clients about producing great content for their Business the benefits are obvious. Increased traffic, engagement, trust and sales in abundance. Relevant, emotionally engaging content can be key to Business success. Providing something that your customer needs, loves and adores puts you in a position of authority and trust. It couldn’t be easier, right?
We see lots of Companies fail in the process of producing content that appeals to their customer and for what reason? Skipping on the fundamental groundwork and failing to ask themselves the 4 simplest questions in the world.
1. Who is it for? Before you even begin thinking about writing, filming, recording or commissioning ask yourself the question, who am I producing this for? Give them a name, age, what do they like to do in the evening, favourite foods, supermarket. Be specific and create a profile of your typical audience member (one or two if relevant). Do not make your content something that you like but put yourself in the shoes of your customer. Creating a profile and thinking about your customers habits, preferences and tastes will dictate what content to produce and in what format. Get under their skin before you even start creating.
2. What gets those people excited? Think in terms of pleasure & pain. What takes away their discomfort & takes them closer to feeling happy and fulfilled? Is it helpful, inspiring, humorous, or practical. What gets their juices flowing? What keeps them awake at 3am? Understand their emotional landscape and you can plug into their pleasure receptors.
3. How can we help them? Do they want to be smarter, cooler or richer? What do you know or what can you share that will solve their problems? How can you improve the quality of their day or even life?
4. Where are these people hanging out? You may do all the groundwork and answer all the questions thus far but if you do not figure out where your target content consumer hangs out you will only ever employ a scatter gun approach. Achieving shares and likes and email subscriptions comes from understanding where your reader/listener consumes their content. Which social media platform do they favour? Do they read their e-mails daily?
If you successfully answer the questions above you will understand who your customer is, what floats their boat. how you can deliver them with lots of lovely benefits exactly where they spend their time.
Good luck & enjoy!