How to Create Content Ideas for a New Client [infographic]
New relationships can be tricky. First there’s the getting-to-know-each-other-phase where you slowly discover someone’s personality, behaviour and values. Then you probably want to find out what the other person expects from the relationship, what their goal is. And if it’s going well, you do your best to meet those expectations, show your best sides, impress them, and so on. All this takes time and a lot can go wrong in the process.
Same goes with creating content for a new client. You want to start shooting fresh creative ideas and valuable concepts straight away. But there’s always the “awkard” starting phase where you don’t know…well…anything yet. Like what’s the client about and what’s expected of you.
Know Your Client
First, you need to get to know your client well. Analyse what it is that they do and what the goal of the company is. Ultimately you will see what kind of content they are. Maybe the client already has ideas for their content strategy, so make sure you get that vision right.
Identify Content Goals
After you know who you are dealing with, establish the main goal for your content marketing plan. Does your client need content for attracting attention? Or is the primary focus on educating their audience?
The content purpose may also be more ambitious right from the start. Your client may want the content to encourage sales or generate traffic to their website. Different goals need different measures, so make sure you agree upon them straight away.
Hooks already reveal a more specific content creation plan. In this stage you should be able to connect your client’s goals with the audience. Match what the client wants to achieve with what people would like to read about and create ideas accordingly.
The content can be useful, topical or show the brand’s identity. It can focus on telling a story or include external curated content. Creating concepts that breathe life into old ideas is also a good idea. Sky’s the limit.
Sprinkle in Emotion
No matter what kind of content you create, you should spark emotion into every single post. Because it works better that way. Studies reveal that emotional campaigns can outperform rational ones by a whopping 100%. As you can see, there are at least 7 different emotions to choose from:
Finally, make sure that your content has a purpose. It needs to fulfill a want, need or simply offer enjoyment to the audience. Make your readers happy by providing meaningful content. That’s how you build trust, loyalty and generate sales.
Content Marketing Persona
During this process you have also created a persona for your content marketing efforts. Make sure that you test your hypothesis on real members of the audience. Interview 3 to 5 people from each segment and refine your personas according to their answers.
And here’s the full infographic: