Content is about more than just words and pictures. It’s about YOUR words, telling your story, in a way that best engages your audience. So at this week’s #ContentClubUK I asked the community to share what it takes to create ‘content’.

We started by considering how content needs to reflect the company/brand you’re producing it for…

Q1. What tools/techniques/methods do you use to ensure key elements like brand personality, tone of voice and those all-important differentiators come through?

While we had lots of amazing tips and tricks come through, a common theme shone clear – read, read, READ!

  • Read the branding guidelines.
  • Read the documentation.
  • Read around the subject.
  • Read the feedback you receive.
  • Read the emails they send you.
  • Read examples of things they like.
  • Read examples of things they don’t like…

But essentially, keep reading!

And a top tip from the community – when you’re busy doing all this reading, write down specific words and phrases your client uses. When you use these in your content, it creates instant authenticity. As well as helping you to get yourself in the client’s mindset so you can write the way they think.

Here’s some more tips from the pros…

So content has to reflect the brand, but it also needs to resonate with the target audience. So…

Q2. What tips and tricks do you have for empathising with the audience, exciting them, pulling the emotional triggers, and generally creating something that leaves them feeling compelled to take action?

If you want to successfully engage the audience, it’s time to stop selling to them and actually have a conversation. Start a dialogue by asking questions and getting to know them on a personal level. Discover what really matters to them, what makes them tick, and how they feel…

If people don’t feel it, they’re never going to take action.

Here’s some more tips from the pros…

And a personal favourite…

So our content’s reflecting the brand and it’s resonating with the audience, now it needs the skill and talent of a professional to bring it to life…

Q3. What’s your favourite content to create and why?

As creatives, work is never just a job because we love what we do. And when we love creating a piece of content, you’ll feel that passion and pride.

If you’re regurgitating the same old stuff, it’s boring for the audience to read, and it’s boring for us to create. The best clients are those who trust us to get creative and find a new/interesting/different story to tell, while still showing the audience that “I get you“.

Here’s some more tips from the pros…

And my favourite tip of the day…

The 4Ps of content:

  • Promise
  • Picture
  • Proof
  • Push

Join us!

#ContentClubUK takes place every Tuesday at 11am on Twitter. We welcome people from any creative discipline, regardless of whether you’re working in-house, agency-side or freelance. And every week, another pro takes the hot seat to ask the questions.

I look forward to seeing you there!


Photo by Park Troopers on Unsplash