6 Tips for Writing Creative Content for Your Website
In an ever-changing digital world, maintaining eye contact with your consumer audience grows more difficult the more that society evolves. Technology is constantly improving, social media is more popular than face-to-face interactions, and visual components are extremely important to keep your conversations intriguing.
Brands have had to up their game when it comes to building their relationships with their customers. Creating brand-oriented content that is informative, as well as innovative, is hard to juggle when trends and interests are always changing. However, there is hope.
Below is a list of tips to create a brand personality, connect with your audience, and maintain your reach through creative content creation.
Your Brand’s Personality: What Are You Really Selling?
When you think of a brand with a lot of personality, a lot of people tend to envision Nike. A big brand with heavy pop-culture prominence, they’re leaders in motivating athletes to accomplish their goals no matter their sport of choice. Their audience imagines themselves as the athletes in their advertisements, putting their blood, sweat, and tears into every hurdle, stroke, or pitch. Their audience sees through the eyes of Colin Kaepernick, Simone Manuel, or Misty Copeland, setting their goals as their idols did before them.
Nike is obviously selling athleticwear, but they’re really selling ambition. No athlete or exercise enthusiast goes into their training session or workout without the projection of a desire for more. Every athlete has goals they want to accomplish, and those athletes need the motivation to get there.
So, what are you selling? What is your brand’s personality? What makes you unique in comparison to your competitors?
Once you find your voice, you know exactly what you want your audience to see when they look at your brand, and it’ll be just as easy to conjure content they want to see from you.
Tell A Story, But Be Brief.
Every brand has a story, a history. There are fundamentals and a mission statement that brands are built on. Being transparent of your core values and your beliefs are what drives consumers to build a relationship with your brand, and becoming loyal to you.
Your connectivity, or relatability, is what makes your audience stay. The goal is to make your customers identify themselves with your brand. By creating a persona and a human connection, you can connect to your target audience on a completely different level, rather than just business and consumer.
Budweiser is another brand that has recently tried to captivate its consumers’ hearts. In 2016, the brand created a Super Bowl ad that reminded you that “Someone Waits For You At Home” to combat drunk driving. The ad featured a man’s best friend, a sweet labrador, waiting for him to come home after his owner goes out with a bunch of friends, leaving the man’s fate on a cliffhanger. That is, until he walks through the door to greet his furry pal.
The advertisement truly tugs the heartstrings, engaging the audience to follow through with such a strong message. The run time for this ad is no more than a minute and sixteen seconds. It’s brief, to the point, and raises an awareness that people would gladly stand behind.
Find that knot that can bind you to your consumers and their loyalty will know no bounds. Don’t write a long-winded and rigid monologue about x, y, and z. Put yourself in their shoes.
Consumer Behavior: Behavior, Demographics, and Trends: What and Why Are They Clicking?
Every business wants to stay on top of their consumers and give them exactly what they want at the exact time that they want it. They practically stalk their customers, analyzing what life stages they’re in, age, location, buying habits, click count, etc.
You want to gauge trends and identify what makes your buyers buy. That way you can anticipate trends before they happen or ride one that has longevity. What is your specific audience demographic looking at while buying, before buying, or when they decide not to purchase?
If you write content about things adjacent to your brand, services, or products in a conversational tone, like friends are talking about these topics, then you’ll find that it is easier to build your “friendship” with your client.
Let’s talk about Dollar Shave Club. Their spunky and spontaneously humorous branding pushes limits, especially in their advertisements. They don’t shy away from crude language, kind of how you would talk with your friends. The Club is fearlessly themselves, unafraid to show their weird side. They push the boundaries of the bathroom, creating a bit of excitement to go to the bathroom, shower, or shave. Strange thought, I know.
Dollar Shave Club talks to you like your long lost buddy from college and is that cool friend for all your bathroom needs. They’ve always got your behind, literally. You’re also joining the exclusivity of a “club”, making you feel pretty high and mighty.
They know that their audience is predominantly males who like to groom themselves/practice stellar hygiene, or women with the same values, who want five blades, and to save money on razors. However, within the past year, the Club included a drag queen in their ad for shaving, adding an inclusivity to their exclusive club that many people seek in today’s society. This opens a new market for them, a new community, to join their club. This could also appeal to women, proving the durability of these razors seeing men shaving their legs with them.
So, if they were to create blog content or social posts, they could address their male demographic about advice for “man-scaping” and how to not go completely, accidentally bare. DSC could also give tips for women on avoiding razor rash or things that men do that are worse than razor bumps. This brand already has toilet comics with every delivery, so it wouldn’t be difficult to add these posts in those or to their website.
Dollar Shave Club knows exactly what their clients want and need at the time they want it, and they also know the potential for new markets, proven through their content creation.
Multiple Platforms for Your Content
Using multiple platforms for your content broadens your reach with your audience. Utilizing social media platforms like Twitter, Instagram, Snapchat, YouTube or Facebook. This also diversifies your content and its length. Platforms like Twitter or Snapchat limit you to so many words, even as little as 140 characters. This makes it easy to keep it direct and to the point while expanding your content with video, photography, memes, and gifs.
Remember what I said about captivating visuals? They’re a great asset with your short, witty copy and captions. Also, everyone learns and remembers things differently, varying your content is beneficial to truly extend your furthest reach.
This also modernizes your brand, showing both your current and potential audience that you’re versatile. You’re extending your brand to gather target impressions from all facets of the internet, not limited to just your website.
On another vein, you can create an exclusivity with a weekly or monthly email newsletter. Another platform with endless possibilities for design and a longer, more informational message, emails can feature blog articles, new deals and products, and consumer personal content. Those who sign up can have custom emails, addressing them by name, and even featuring products they buy frequently at a discounted price.
Multiple platforms to share your growing content are valuable in today’s world where you must maintain your audience’s attention and drive without being too bothersome or in their face.
Avoid Self-Serving Content
The urge to jump into self-promotion to entice and persuade your audience is always on your shoulder, but you should avoid hardcore self-promotion. People feel overwhelmed by ads. I mean, they are everywhere they go. Indirectly promoting yourself opens more doors than blatantly shoving ads at your audiences.
You’re reaching out to your consumers…what kind of content do they want to see? Figure it out!
Think of brands like MoonPie or Wendy’s. These businesses are extremely vocal on Twitter, and their content isn’t all advertising. They connect with their customers by replying to their tweets, even “roasting” other brands in the process. Both brands are also very casual and modern in their tweets, following twitter and meme trends to capture the eye of new audiences.
By being transparent and less “stuffy”, people aren’t afraid to reach out and connect with the brands themselves, whether that entails “trolling” the brand or having genuine, human conversations.
Being this candid and open on your website and social platforms helps avoid being self-centered with your creative content and allows a divide between this and promotional content.
Make Content Creation and Posting Habitual
Coupling with relevancy in your content, frequency is essential. Scheduling time to create content should be set aside daily. It’s difficult to constantly have topic ideas, so setting a time to ideate and brainstorm subjects related to your business is important. It can be half an hour to an hour of just thinking of topics surrounding your brand.
Successful topics are defined by your quality of knowledge or research towards those topics, so be sure you’re able to outline your potential post in a seamless, informational fashion. However, remember to make your language casual and conversational to keep your reader’s attention. Make it sound like they’re talking to a friend.
On the other hand, post frequency should be at least weekly. Blog posts can be as frequent as every day or as little as once a week. Tweets, Instagram posts, Snapchat, YouTube, and Facebook posts can be posted every few days to once a week.
One post you make that you want to spread across all platforms can be shared, but posts should be diverse while maintaining the same message. It should fit the platform’s format, share the same message, but change up the dialogue.
An example, We’re Not Really Strangers is a card game set to release November 30th of this year. It’s a questionnaire-type set up with three levels that get more personal the higher the tier you get to. It’s meant to inspire deeper and more meaningful connections with others, like friends, potential romantic suitors, or even complete strangers. The brand’s main tag is “Come curious. Leave connected.”
Powerful enough to stand alone, right?
While it is, think of all the ways you can create dialogue for all of the emotions that can be associated with this unique brand just from what it stands for. You can write complete blog articles about first impressions and perceptions, to digging deeper and wanting to know someone’s greatest fears. Broadly, try to answer why it’s so hard to deeply connect to others in society now. With smaller social posts, you can be as brief as the tagline. Focus on the power behind the brand’s mantra and personality, and you’ll find the deepest connections with your customers.
To round it all out, it’s tough to think of topics that are interesting and not traditionally self-promotional. Being considerate of all the routes that consumers take before deciding to trust in a brand, think of anything that can branch from your services. As stated in earlier examples, truly thinking like your customers and examining what they value from a brand can lead you to great bonds with them.
Customers want information they can connect with and trust, and, through creative content like blogs and social posts, you can build rapport with your shoppers.