Creating Purposeful Content

One of the most time consuming elements of managing marketing efforts is creating unique content to share on a consistent basis. If it feels like your approach has become cumbersome or random, there is a way to add purpose back into the creation process. Below are a list of factors to consider when coming up with content and using these guidelines can actually help simplify this undertaking.

Identify Content Types

It is important to first identify what types of content should be shared across your platforms. These should be specific to your business and audience and help you reach the goals you’ve set. Some examples of content types include:

  • Quotes or Motivation
  • Events and Announcements
  • Promotional Materials
  • Holidays
  • User-Generated Content

Depending on the type of business you are promoting, these categories may change slightly to match those specific efforts.

Define the Purpose of Your Content

Once you’ve figured out the types of content you want to share with your audience, you need to define the purpose of each of these. According to a study done on how to create a content mix, “Each piece of content should have one clearly defined purpose- no more, no less” Common purposes of marketing content include:

  • To Inform
  • To Inspire
  • To Persuade
  • To Entertain
  • To Teach

Without understanding the root purpose of each piece of content being shared, the message will likely get lost in translation and the time and effort it took during that creation process will be wasted. Defining the purpose from the start can help avoid any mixed messaging.

Determine How the Content will be Presented 

Once the strategy behind a piece of content has been crafted, it is important to consider the mode in which the content will be presented. Some messages are best communicated through words, while others require a graphic or video to accompany them. Examples of presentation styles include:

  • Photos
  • Videos
  • Articles or blog posts
  • Infographics
  • Podcasts

Determining how the content should be shared will help increase the accuracy of the messaging and more effectively reach the target audience.

Scheduling Out the Content 

After determining all the factors that play into crafting each piece of content, save yourself time by scheduling out these efforts for the week or month. That way the process stays organized and doesn’t become overwhelming. The plan feature on Digital Stack allows you to easily plan and schedule out your content each week or month, keeping all efforts visible and arranged in one place.

This feature makes it simple to link relevant assets and templates, upload images and videos directly and populate recurring events when necessary. Reach out to learn more on how we can support your marketing efforts! 

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