New relationships can be tricky. First, there’s the getting-to-know-each-other-phase where you slowly discover someone’s personality, behavior, 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 for creating content for a new client. You want to start shooting fresh content ideas and valuable concepts straight away. But there’s always the “awkward” starting phase where you don’t know… well… anything yet. Like what’s the client about and what they expect from you.
Know Your Client
First, you need to get to know your client well. Analyze 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 content ideas for their 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. Make sure you agree upon the goals straight away.
Become an Content Idea Machine
At the beginning of every day sit down for 20 minutes and come up with 10 ideas about… whatever you want. Just to get you started, I will go meta and write down 10 ideas of my own about what types of ideas to write:
- Ideas related to solving the current challenges at work.
- This can be about the upcoming vacation locations.
- Write down 10 ways to improve your financial situation.
- Come up with 10 ways to get things on your bucket list.
- What 10 skills would you want to have?
- What types of businesses would you want to start?
- Create a list of things you can write about in a blog.
- 10 people, you would like to meet. How?
- New things you can do with your friends or family.
- How to get the 10 new clients you want to have.
In no time you will have no problems with coming up with content ideas. Your idea muscle will grow as long as you keep practicing.
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 content 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:
Cover image by Freepik