Content is the most important element in advertising or marketing campaigns. In order for content to be maximally effective in attracting target customers when implementing advertising or marketing campaigns, it needs to have a clear direction. That’s when you need to build content direction for your communication and advertising channels. So what is content direction? How to build content direction to achieve the best results? This article from Optimal Agency will help you answer these questions!
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What is content direction?
Content direction is aimed at developing overall content deployment activities for a business’s marketing campaign in a certain period of time. You will know what and how you need to do in your content strategy to achieve your goals. To have content direction, you need to rely on customer reviews and analysis to deploy content marketing and create foundational content for more effective marketing campaigns.
Similar to outlining an article, content direction will help businesses produce content with goals consistent with brand personality, distributed on the right channels, and suitable for the target audience. This is the guideline that determines the direction for the entire content plan throughout the marketing campaign. It involves defining the goals, the overall theme for the content, identifying the target audience, and the desired outcomes.
Benefits when building content direction
By building content direction, businesses can receive the following benefits:
Create consistent and more effective content
Through content direction, businesses can better understand their target customers. From there you can create content that suits your customers’ needs and wants and drives conversions. Content targeting also helps you know how to present content in a way that customers find attractive and convincing. Thanks to that, you can create unique, creative content and bring value to customers. When the content created is consistent with the brand personality and goals of the business. This will help your business’s marketing campaign be more effective in attracting and retaining customers.
Save time and costs
When building content direction, businesses can determine the goals and audiences that the content will reach. Although this may take a lot of time to learn, research, and build content direction, you can do the job smoothly and effectively. Businesses can focus resources on important content and bring high efficiency to marketing campaigns. Use content management tools: planning, scheduling, testing,… to ensure content is produced and distributed effectively.
Improve the effectiveness of marketing strategies
By building content direction for marketing campaigns, the brand message is conveyed to the right target audience. Not only direction, content direction also helps businesses monitor and measure content effectiveness and make adjustments when necessary. Thereby, businesses can improve the effectiveness of their overall marketing strategy.
In addition, readers should refer to our following article, which is definitely useful: 4p marketing construction process.
Instructions on how to build effective content direction
When creating content direction, you need to research factors such as target customers, customer information, content format, message conveyed, and how the content is presented. To build effective Content direction, you need to follow these steps:
Choose appropriate goals
The first step when building content direction is to determine what results you want to achieve from your content. Determine what your goal is and how to achieve it. You can use the SMART principle to identify appropriate goals. Some common goals that businesses can consider: increasing brand awareness, driving traffic,… For each stage of development, there will be a content plan with different goals.
Identify target customers
To create suitable content and attract target customers, you not only need to choose the appropriate target but also need to shape the target customer. When building content for a marketing campaign, you need to clearly understand who your customers are, what needs they have, and what products they are interested in. You can determine customer portraits based on factors: interests, behavior, age, gender,… Besides, you need to differentiate between target customers and consumers because in some cases, consumers are not the ones who make the buying decision.
Analyze competitors
If you want to build effective content direction, you need to research and analyze your competitors. After clearly identifying your target customers, you need to consider how your competitors deploy their content strategy to find their strengths and weaknesses. From there, build Content direction consistent with the direction and highlight the business’s brand compared to competitors.
Find out the USP of your product or service
In addition to identifying target customers, you need to find the differences between your products and services compared to your competitors. Identify the benefits and outstanding features of the product to create relevant, valuable content and effectively convey messages to customers. After analyzing your products and services, you need to compare them with your customers’ needs and what they want to receive. Through that, you can build appropriate content that hits customer insights. Focus on the problems your customers face and provide the solutions they need.
Build content strategy
After going through the research steps above, you should start building specific strategies for the content you need to deploy such as tone, style, writing rules,… In addition to focusing on content that emphasizes the features and benefits of the product and the problems that customers encounter and offers solutions, you need to add images and videos to the content. Images and videos are indispensable elements that help make content more attractive and engaging. You need to plan the right content to attract customer attention and drive conversions.
Determine the required Content Angle
Content Angle is a way to approach a topic before starting to implement a business’s content project. It is expressed in other ideas, situations, and characters to build a unique and different theme for the business.
By determining the appropriate Content, your content will stand out from other media campaigns. You need to identify unique Content Angles that convey the product message, correct insight and solve customer problems.
Search and select ideas
In this step, you need to search for ideas for targeted content on search engines (Google, Bing,..). Besides, you can get ideas from competitors and social networking sites. Once you have an idea, select the content creation ideas that best suit your business.
Measure and manage performance
You need to estimate the appropriate cost for your content as well as your entire media campaign. In addition, you need to clearly plan the deployment of personnel and resources needed to ensure resources and budget when implementing the campaign. On the other hand, you also need KPIs and deadlines to evaluate your content strategy based on the set goals. Thereby, you can manage and measure campaigns more effectively and easily for each stage.
Through the article above, you get to know what content direction is and how to build effective content direction. Content direction plays an important role in your business’s marketing strategy, so you need to do it carefully and thoroughly.
Please refer to:
- How to build a content strategy that attracts customers
- Mistakes to avoid in Fanpage content management
- Facebook content marketing tips
FAQ
For businesses that are building brands, building content direction is essential to increase brand recognition for customers about products and services. Businesses that innovate or reposition their brands also need to build new content directions, and short-term communication campaigns also need to create appropriate content direction.
Content direction will depend on the direction of the business. If the business does not change direction, Content direction has long-term use value of up to several years. If a business wants to reposition its brand or change the way it produces content, it needs to create a new content direction accordingly.
