Vous êtes un professionnel de la stratégie de marque. Comment pouvez-vous créer du contenu qui engage votre public ?

Creating engaging content starts with understanding your audience's interests, needs, and pain points. Shape your messaging to resonate with them emotionally and intellectually. Utilize storytelling, visuals, and interactive elements to captivate their attention. Encourage dialogue and participation to foster a sense of community. Consistency, authenticity, and relevance are key to building lasting connections with your audience.

Think of your audience as individuals with unique needs, preferences, and challenges. Conduct surveys, engage in conversations on social media, and analyze data to uncover insights about their demographics, interests, and behaviors. Once you have a clear picture, personalize your content to resonate with their desires and address their pain points. Speak their language, use relatable examples, and offer valuable solutions. By showing genuine empathy and delivering content that genuinely helps or entertains, you'll forge meaningful connections and foster a loyal community around your personal brand. Branding is more of psychological than just mere showoff. The quicker you understand it, the better it is for you.

Understanding your audience cannot be overstated. The first step is to identify your target audience - men, women, millennials, Gen Z, children, boys, girls, the elderly etc. Then identify their behaviours, their communication language, their pain point, their spending pattern, how they consume content etc. It is important to create content that resonates with your audience and speaks their language while maintaining brand consistency.

To create engaging content as a brand strategy professional, understanding your audience is paramount. By delivering valuable, authentic content tailored to their interests and preferences, incorporating visually appealing elements, and encouraging interaction, you can foster a strong connection with your audience. Consistency, storytelling, and offering incentives further enhance engagement. Finally, optimizing content for various platforms ensures maximum reach and impact.

The first thing you must do is define your avatar/client. Think about how they feel, how you want them to feel, what they like, what they read, listen to, or are into. Once you dive deep into who your ideal customer is, you can communicate more effectively. Think of it as having a conversation with this avatar you have created -how would you talk to it? What would you say? What are their problems, and how can you serve them?

Before diving into creation, define what you want the content to achieve. Is it to boost brand awareness, drive sales, or educate your audience? Having these goals in mind ensures your content resonates with the right message and steers your audience towards the desired action.

All content you create should align with your brand and business goals. When planning content, look to your business goals first. Whatever you goal is, reverse engineer what you need to do to achieve that goal. To build brand awareness, as in, to get more followers, create content that creates enough curiosity to capture peoples attention. To increase brand visibility and engagement, share behind the scenes content, and content that asks questions and gets people talking. To increase sales, create content that converts. Use direct calls to action. These CTA’s may even be to get people on to your email list. Either way, be strategic. Start with the end goal in mind.

Varying your content format keeps your audience intrigued. Plus, it can help you achieve your goals more easily. For example, if your goal is to increase engagement, sharing short conversational tweet style posts frequently can help do that and open dialogue. Test various formats to see what works best for your audience and leverage whichever ones move you toward your goal, such as: - educational carousel posts - storytelling long form text - infographics - graphics with text - photos with text - short text only posts - long text only posts - short video up to 1 minute - long video up to 15 minutes - live video up to 1 hour - newsletters - articles - polls Each content type can be used to align with your business and brand goal.

Offer a mix of formats like informative blog posts, infographics, or even entertaining video content. This caters to different learning styles and keeps your audience guessing what exciting piece you'll unveil next. By diversifying your content, you ensure there's something for everyone, keeping them glued to your brand story.

Unveiling Authenticity: The Core of Compelling Brand Content Approach- 1. Heartfelt Connections through Authenticity 2. Humanizing Brand Interaction 3. Trust Building through Authenticity In my view, authenticity lies at the heart of successful brand content, fostering genuine connections & building trust with your audience. By infusing your brands unique personality into your content, sharing authentic stories & humanizing brand interactions, you create a compelling narrative that resonates with authenticity & emotional depth. This approach not only strengthens the bond between your brand and its audience but also paves the way for meaningful engagement, loyalty & lasting relationships built on trust & genuine connection.

 In today's increasingly transparent world, authenticity is key. Ensure that your rebranding communication is genuine, honest, and aligned with your brand's core values. Avoid overly promotional or exaggerated messaging, as this can damage your credibility and erode trust with your audience.

Remember, that a uniform brand voice throughout your messaging solidifies recognition & fortifies trustworthiness. The essence of your brands character, be it formal, humorous or heartfelt should be evident & strike a chord with your audience. This vocal consistency acts as a cornerstone of your brands identity, crafting a dependable & relatable figure akin to a well-known companion whose presence is anticipated & cherished. So, upholding a consistent brand voice is crucial for fostering audience recognition & trust, much like the comfort of reuniting with a good friend ensuring a dependable & engaging brand presence.

If you're a personal brand, show up like you talk. If someone else creates your content for you, define your brand story and tone of voice to ensure others create content that sounds like you. Nielson Norman Group identified 4 primary dimensions for brand tone of voice. Funny vs Serious Formal vs Casual Respectful vs Irreverant Enthusiastic vs Matter of Fact Draw a scale. Decide which end your voice sits on. Find words that help describe what you mean by that. For example, if your brand voice is more on the funny side, maybe you're witty and throw in a few dad jokes here and there. You might describe your tone as jolly. It doesn't mean your brand voice is comedic and you have to be funny all the time. It just means, its ok to do it.

In my view, monitoring your contents effectiveness is crucial for gauging its influence. Employ analytics platforms to keep an eye on interaction levels, conversion ratios & other pivotal metrics. Such insights offer critical feedback enabling strategic tweaks & content enhancements. Through this impact assessment, you validate that your endeavors are not only aligned with your brands strategic aims but are also delivering a worthwhile investment return. So remember, utilizing analytics tools to track content performance is essential for understanding impact, informing strategy adjustments & ensuring alignment with brand goals for a meaningful return on investment.

Metrics are everything. Create a list of key metrics around all aspects of your content. For example, you can measure: - the days and times you posted - formats - headline type - caption length - image type - conversion - new follower numbers - engagement levels - frequency of posting - qualified leads You can measure these things manually by creating a spreadsheet to track all of the KPIs you set. The key is to measure and iterate to find what works best for you and your audience. When making changes, change one thing at a time and measure the impact for a set testing period to see the effect. When using ads in your marketing, tools like LinkedIn or Meta can give further insight into the impact of your content.

Encourage two-way communication by creating opportunities for audience engagement and feedback. Foster a dialogue with your customers, employees, and stakeholders, and be responsive to their questions and concerns. This will not only strengthen your relationships but also provide valuable insights to inform your communication strategy and ensure effective communication during the rebranding process, leading to successful brand adoption.

Incorporate storytelling to create emotional connections with audience. Share narratives that resonate with their experiences, aspirations & challenges. It adds depth & relatability to brand, making it more memorable & engaging. Explore interactive content formats to encourage active participation from audience. It not only increases engagement but also provides valuable data insights about audience's preferences & interests. Personalize content to individual audience segments based on their preferences, behaviors & demographics. Such content resonates more strongly with audiences as it addresses specific needs & interests. Leverage data analytics & automation tools to deliver targeted content at the right time & through right channels.

Apply human-centred design thinking approaches to guide you in 1. Gathering psychographic information and building empathy maps to better understand your target audience's needs, challenges, aspirations and goals 2. Define a few key 'problems' that your content can 'solve' for your audience 3. Map out your unique value proposition - what is valued by your audience and what value you can provide through the content, and use this as basis for ideating relevant content topics that will interest and benefit them 4. Prototype - create a few pieces of content based on 1-3 5. Do A/B testing and track their performance - be it email open rates, click-through rates, or any other conversion metrics 6. With insights from (5), iterate and test again.

Why it Worked: Here's the magic formula: Know Your Audience: Dollar Shave Club targeted millennial men with a humorous and irreverent approach. Data-Driven Content: They leveraged the power of video to deliver their message in a way their audience retained. Unique Voice & Tone: They weren't afraid to be different, using strong language and a casual style that resonated with their target demographic. Addressing a Pain Point: The video directly addressed the audience's frustration with overpriced razors.

As any other brand you create, first define what makes you YOU. This doesn't need to be a niche, it can be your personality or your process. Your secret sauce. Then define 3 to 4 pillars around which you always post about so yoir audience knows what to expect from you. Trends? Educational posts? Behind the scenes? Coffee recipes that make you more creative? 😉 Create content that addresses your ideal audience needs, wants, frustrations, common objections in a way that educates and entertains. Before you start creating, define your own personal brand first!!