There’s only one thing you really need to know when you start your content journey, a consumer can’t like what they can’t see. If the whole process of content creation and sharing feels like a minefield, then simplify and remember – consumer engagement occurs through consistency.
Content doesn’t have to be this daunting task, where you need to spend a fortune and have a predetermined engagement range that must be achieved or you’ll abandoned the process. That kind of pressure will send your anxiety through the roof. Most businesses already create content. But, what I see a lot of is a lack of strategy, which results in a lack of consistency because the desire to achieve the expectation of unreasonable engagement ALL THE TIME, makes people feel like they’ve failed, so what’s the point of continuing something that doesn’t work?
TIME FOR A STRATEGY
Whether your brand is in a super niche, or part of a wider market, the reason for creating and sharing content is the same. If a consumer can’t see the brand, then they can’t engage. So first, the priority needs to be creating content and sharing it on platforms where your ideal customers hang out.
WHAT TO CREATE
This is easy. Yes… easy. If you were a customer and needed a product like yours, what do you think you’d search for to find it? Then, what do you think would convince you to choose your brand? These two questions are all the matters. A brands job is to provide the reasons why they should be chosen to solve a problem.
“I think we need to get some blinds.
“Oh, what do you think of pink?”.
“Let’s have a look”.
“Ok… there’s a lot here. Wooden, Roman or… oh, I like these Vertical ones”.
“Says here, easy to install… I like easy!”
“There’s a lot of info about choosing the right style and durability.”
“I like them… let’s get them!”.
Ok, that’s a simplified version of a process, but you get the point. Consumers like to be reassured they’re making the right choice. Don’t be too clever, just start by answering the questions they have.
DON’T FORCE POPULARITY
Those that are cool are seamless. Consumers can smell desperation. If all you’re worry about is getting popular, you’ll start using every trick in the book. And you’ll get frustrated, and maybe do something that doesn’t reflect the brands values. You want consumers to engage because they have a problem to solve, not because of some fleeting sugar hit that holds their attention for a few seconds before they continue scrolling.
Consistency is the key. Figure out what you can be consistent at, then figure out how many times a week you can do that thing comfortably – in my opinion 3 days a week is a nice manageable starting point. Anymore from here, and you’re golden! Sometimes increase your output – it might be summer, and your brand thrives in summer. If you remember anything from this post, I want it to be never stop creating and sharing content, because someone out there wants your offering, so make sure they have the opportunity to find it.
Want to know more about increasing brand awareness? Reach out and lets chat – nick@nickbacash.com
Check out some of my other posts about increasing brand awareness.
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