Content creation is the
foundation of all marketing efforts for a brand on the internet. A website and
it’s blog are central to where all the marketing efforts are driven.
There are more than 500 million blogs as
per the latest statistics in 2019. To compete with this number and get people
to read your blog content, these are the best practices to be followed.
authentic to communicate better
Internet is filled with
people who portray themselves to be someone else to get more eyeballs drawn to
their brand and get more sales. But the audience is smart enough to spot fake.
Stand out from the crowd
by being authentic to communicate better. When people know you, they will want
to use your products & services because of you.
Source: Adobe Stock
Initially it takes
courage to be real on the internet. For the fear of being judged, for appearing
flawed in a place where everyone projects perfection, for not being liked by
everyone that comes across your blog, and of course, fear of trolls and rude
But once you put your
real self out there, it’s easy to walk the path.
a better marketer
A content creator and a
marketer are closely knit. Both work to satisfy the common purposes of building
brand, establishing readership, building relationships and driving sales.
When you write content,
you are essentially marketing the brand/product/service.
To become a better
marketer than you already are, here are a few things you can do.
Get more life experiences
Learning a new language
Doing new things
Well, here is how life
experiences are connected to content creation.
Every single piece of
content you create, reflects you. It shows a piece of you regardless of what
you are talking about.
Travel opens you up to
Learning a new language
gives you new perspectives.
Doing new things enriches
your creative genius.
Reading opens up new
worlds and adds immense knowledge.
Each of it gives you a
life experience and shapes you up. This reflects in the way you think and
create content for the brand you promote by writing.
social media for brand building
Social media has become a
part of people’s lives as much as Google has (a little more for some and a
little less for others, nevertheless it is a part). Using social media to
promote your blog content, get feedback from your audience, and engage with a
wide group of your target audience builds your brand.
is about good conversations
Popular belief prevails
that digital marketing is about displaying ads and sharing media content on
platforms people use the most. And physical marketing is about putting products
across people’s faces and rattling the innumerous features of the product until
they agree to buy.
We have all experienced
this to a certain degree and hence the belief.
Though the main purpose of
marketing is to encourage people to purchase and increase revenue of the brand,
marketing is done through conversations.
Conversing about the problem your target
Conversing about how your product/service
will solve their problem.
Conversing about your brand.
Conversing about the industry you serve in
and the market you cater to.
Communication is not only when you are able to say what you think your target audience needs to hear. Communicating is about talking in a way that your audience understands what you are saying.
‘An effective communication between two or more persons wherein the intended message is successfully delivered, received and understood.’
‘If you cannot converse well one-on-one, you cannot converse well one-to-many.’
Target audience is the
set of audience your brand targets as this is the bunch of people your brand
This gets us to another
question – how do you find who your target audience is?
Businesses derive their target
audience using demographics and psychographics.
Let me explain with the
help of an example.
I own a product-based
company that creates mobile applications. The product I want to market is a
music app. Users can save lyrics of songs, add and edit musical notes to it,
record audio, and save the songs within the app.
This app is useful for any
singer who is learning the art or practicing it.
My company is targeting professionals.
My target market is,
Age – 17 – 34
Demographics – India
Cities – Tier I
Minimum education level –
Phone user – Apple iPhone
Hobbies – playing musical
Activities – pursuing music
These details determine a
group of people that my business targets to sell the product to. Hence, the
term target market.
But when I write content,
it cannot be to a mass group.
Because only one person
is reading my content so I personalize when I write and cater to this one
To imagine this one
person is we create user persona.
‘A user persona is a
fictional representation of your ideal customer’ is how Career Foundary defines
it and it is a very apt definition.
We create a user persona so we can talk to the person while we write content for them. (Talking to your reader as you write is the communication we discussed earlier, remember?)
Customer avatar is
another term for user persona.
Did you just think of
My ideal customer avatar
is a person we’ll call Shreya Ghoshal.
To derive to this
customer avatar, I studied demographics and psychographics.
includes age, income, gender, problem faced.
includes a person’s attitude, aspiration, hobbies, reasons the person wants to
solve the problem. Basically questions pertaining to personality,
characteristics and lifestyle.
Demographics helps determines
the age group, profession, spending capacity and categorize the product into
necessity, luxury or want.
required as these questions help understand the ‘why’ behind a person will make
the buying decision.
A lot of people work
until they derive target audience. But creating your ideal customer avatar or
user persona is as important.
Creating quality content
has been and will always be an important criterion in digital marketing. Writing
to the right target audience, the right user persona is as important as writing
Do make use of these four
best practices in content creation to increase your ROI and let us know how it