HOW TO CREATE CONTENT FOR YOUR BRAND
Behind the Curtain - This is the most important aspect of creating and keeping customers. It’s a soft sell, you don’t want to overtly promote anything in these types of posts other than sharing your company with the world; you’re conveying your brands values, your culture and your brands hopes, fears and motivations to your audience. This is where brand loyalty is made. If I wanted to buy a well made shoe, there are plenty of brands that can give me what I need, but the brand that I connect with more on an emotional level and/or the brand I am exposed to more often will likely be the shoe that I end up buying.
Going back to the need to differentiate your product from your competitors, as mentioned in the last point, this would also be how you would differentiate your process from your competitors. A big part of consumer buying is tied to the intangible process associated with the purchase of a product and especially a service. What do you bring to the table that your competitors don’t - not only in deliverables but in the experience of purchasing from or working with your company.
In services, BTS posts will also help you communicate how you solved the problem the client presented you with and it should also share the thought process behind any important decisions that were made. Most projects come with their challenges and oftentimes these challenges are reflected in the final result. For example, if you’re a florist and your client comes to you for an event floral design but the flowers that were the main inspiration for what they were looking for are all out of season. You offer the option to pay a lot of extra money to source the out of season florals, but you also offer an alternate solution that looks similar but uses in season flowers instead, allowing your client the option to stay within their initial budget. While the end product might not have been anything award winning, the creativity of behind the scenes problem solving and going the extra mile for your clients shouldn’t go unnoticed. You can use a BTS post to discuss some of the decision making that happened behind the curtain.
Happy Customers, Awards and Recognition - How you frame this type of post is going to be more subjective and will depend more on your brand’s persona. You need to communicate with your audience that you are reputable, experienced, and have tons of happy customers. This can be done by sharing reviews, or you can tie it into your “sell” posts and showcase the finished product that your customer received. You can create pr opportunities and collaborate with publications related to your field and post about that, any awards (and I mean any) should be posted and bragged about - even if you make it a bigger deal than it is.
Creating high quality, consistent content is a full time job, but with the right plan you can easily achieve a well curated feed in a very short time.
There are 3 main types of content that you should serve as the backbone of what your audience will see: