You want to do a bit of marketing for your business or brand, you want it to go strong, but you may not be sure of the types of content you should create. There’s no room for content that doesn’t resonate with your audience, which is the primary concern of content creation. It is about producing different types of content (written, video, audio, social media content, etc.), and about utilizing the best channels and tools out there to promote it. That way, you can engage your audience and get your brand recognition game on point. Let’s see how you can determine the kind of content you should create.
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Study Your Peers
There is a clear picture of what your target audience is like, but you’d take years to understand their preferences and listen to their reactions to find a way to create the best content. There is a more natural way that requires you to lean on your intuition. First, find the top content in your niche and study it. You can see it via Google or by finding a listing.
Open Google’s search engine and start typing your keywords. If you’re a business leader and want to educate about the current state of economics in Japan and the opportunities for investing in their market; type “Japan business investment opportunities 2018” and explore the top 10 results. Or, if you’re an athlete trying to build a personal brand, take a look at where your successful peers garner the most attention. Many of them use Instagram where they consistently post official photos of their morning practices or private life events.
What Kind of Content Gets the Most Shares?
Again, the type of content that will resonate the most with your audience depends on your niche. A businessperson will want to share educational and authoritative videos and written content because their expertise in the field is what the audience will respect and admire. On the other hand, an athlete or celebrity won’t get much engagement from publishing 1,000-word posts but from engaging photos and videos on their social media profiles. Now, take a look at what kind of content is liked and shared the most with people in your field. Spend some time looking at and analyzing the material for an insight into what people want to see from you.
What kind of content are they interested in the most? What type of material should you post? What kind of writing/video/photography style should you choose? How lengthy should your posts be? How many photos should be in a post? This research will help you answer these questions. Make sure to present yourself authentically and prove everything you say or show.
Use Research Tools
Instead of looking for the most shared content manually, you can use Buzzsumo. When it comes to finding the most shared content, Buzzsumo is like Google. Type in any keywords, and it will show you everything relevant to the keyword. Just browse through the results and determine what kind of content the audience adores as well as the social media platform that is best for specific content forms.
Ask Your Audience
The easiest and most straightforward way of finding out what kind of content to create is to ask your audience. Create a poll or post a question on social media. A survey is excellent if you have some sense of what they might be interested in, but if you want open-ended replies or even to spur a discussion, then you should go with a question.
Do your research to decide which content you should create, get ideas for content styles, understand what the audience wants, and outline the content marketing tactics that you’re going to use. In the end, you can consider hiring a personal brand production team to help you put the most outstanding content out there!
This was the topic of a recent episode of The Business of Content. Check it out for more in-depth actionable items and insight.
Want to learn more? Talk to a professional Content Monsta!