How to Create Engaging Content That Your Audience Will Love
“All content is good content.”
“As long as you get it out there you’ll reap the rewards.”
As much as we’d all like that to be true, it just isn’t the case!
To build long lasting relationships and brand familiarity your business must seriously consider creating content, whether video, photography or the written word, that will strongly engage with its target demographic.
To begin with let’s consider the marketing that permeates today’s marketplace.
The objective of funnel marketing is to engage new customers and convert this engagement to sales.
The acronym AIDA is a long held and celebrated marketing model used to describe the process a consumer goes through when purchasing a product.
So, what does it mean? It’s self-explanatory, simplistic yet effective:
A - Attention or Awareness through eye-catching advertising
I - Interest in the product must be maintained through additional marketing
D - Desire is aroused through more targeted strategic and emotional advertising
A - Action results in a sale
AIDA is a form of funnel marketing that takes the consumer through a series of steps to engage interest and ultimately end in a sale. Generally speaking, it is product-focused with the end goal of making a sale.
The objective of brand marketing is to drive engagement and encourage followers to spread the word of your business/product/service. People listen to their peers and make purchasing decisions based on these opinions. If you buy their product not only will your problem be solved but your life will be better.
At one time branding was limited to slapping a label on a product; now it’s an all-encompassing phenomenon that aims to build relationships between business and consumer. Branding expresses company values and gives it a ‘voice’, all the while maintaining consistency and reacting to current trends. In simple terms, It’s not just about the product but about the whole business, and if you're a personal brand it's about your customers getting to know you.
What works best?
In today’s environment brand marketing is the go-to means of building awareness. I’ve said it before but people buy from people, so your content needs to really speak to your target consumer on a personal level.
How to Create Engaging Content
You can’t engage with your audience without understanding it.
So first things first, create an ideal customer profile. This can be done by:
Secondly, do a deep dive into your competition and study their successful (and not so successful) marketing campaigns.
Now we’re getting to the nitty gritty.
By doing this work you can confidently create written, video and photographic content that will prove popular with your demographic. Avoid complacency and bear in mind that marketing trends change at a rapid pace so it’s worth keeping on top of them and reacting accordingly.
I’ll finish with this: always remain true to your business values and ethos and the rest will follow.
Keywords: 2020, commercial, content, digital, marketing, photographer, photography, tips, trends, video
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