Some say that it’s easy to write content for consumer generations as informed and demanding as these we’re trying to conquer nowadays. One thing is for sure, any one of these generations is online. Also undeniable is the importance of content in the development of relationships between brands and consumers.
But when it’s time to make a content marketing plan, what do we need?
Hello, my name is Strategy and I’m indispensable.
At Diamond we develop this strategy “pairing” with the client brain. We try to understand what he really expects of us, who he wants to reach and in which tone, so we can organize our work based on his goals.
One important thing for those making the strategic plan: this is not your tooth brush. This is the toothpaste. It must be shared to be accessible to all the team members participating in the job. Everyone knows that there are bad and good days, when we’re creating. In a so called bad day, anyone in your team must be able to read the strategy and solve the problem.
A round of quality and consistency for table 2, please.
The experts says that the success formula is: high quality content combined with consistency of publication. Let’s think about it: what’s the value of a good post about vegan food if… It’s only one post? We want headings, approaches or conversation topics that last more than three or four moments. What would you think about this article if I ended it now?
What was the last time you said something?
Yep. Frequency. Let’s remember that we’re talking about the development of a relationship between a consumer and a brand. What kind of relationship is this, when dates are few and always in the same place? “Contently” speaking, let’s spread the word in a regular basis and in several platforms. Obviously, as we said before, if it is strategically right and if the content quality is assured.
Don’t forget nobody.
A common and tempting mistake is to abuse calls to action, assuming that everyone who reads what we write is in the final phase of the buying process. Nope. We have to think about those who haven’t even noticed the need, about those who just want to get to know the brand and about those who are in the research process. This way, not only do we amplify our target, but it also shows that we speak to people and not for wallets.
The control as a base to other capacities.
Last but not the least is the control of what we’re doing. Effectiveness is appreciated by clients, by marketing and advertising professionals and by everyone who wants to understand what the impact of the content on the target is, effectively. We have technology and there are plenty of tools for every analysis, so we can control (almost) everything that we want to and in the period of time that we prefer to.
Everything else depends on us. That “everything else” is what you do with that data: having the ability to understand what is working or not; having the ability to decide which way you should or shouldn’t follow; and having the creative ability to offer the best solutions for each business.
Is it easy? No. Is it quick? No.
But good relationships are not empty of difficulties.
Nor of content.