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Why content creation is important

By Alex Miarli:

Content is everything.

And I’m not just saying that because it’s my job as Content Manager, but it’s literally everything. Across the world, we consume an average of 455 minutes of content per day, whether that’s through emails, articles, infographics, podcasts, TV, GIFs or even memes – we take in a lot.

Put simply, content is the lynchpin, the crown jewel, the secret sauce that makes PR truly sizzle. And it’s beyond important too. Content serves various purposes, from informing and engaging an audience to conveying a message or telling a story.

But that word. Story... That’s where it all starts.

The need for messaging

Imagine your brand is like a book. There’s a story within those pages, ready to come to life as the reader engages and dives deep into the tale, forming a connection.

But the pages are blank. You need ink to write your story.

Yet, before we jump straight into creating content and putting pen to paper, we need to work out the messaging. Think of it like the outline of the book – you need to know what you’re going to be writing about. Otherwise, you’re just making it up as you go along.

That’s where brand messaging comes in.

And this isn’t just a fancy buzzword agencies use either; it’s the core narrative that defines your brand. It encapsulates your values, mission, goals and the unique value you offer to your audience.

Take the time to hone your messaging, as it sets the stage for everything that follows. And if you need help simplifying your brand’s messaging into a coherent strategy, why not book a messaging session with us.

Person writing in a notebook

Content creation builds the narrative

So, we’ve got our outline, our brand messaging, our goals. It’s time to start writing that book by creating content.

By choosing the right type for your business, whether that’s through thought leadership or press releases, you can start to tell the narrative to your audiences. When you create content from a well-thought-out strategy, you’re providing free and useful information to your audience, helping them discover your business, services or products.

And just like any good story, you need a hero and a villain. The hero? Your brand. The villain? The problems your clients are facing. Use the content to show how you can overcome them. Each piece of content is all about crafting a compelling story that captivates your audience. And that’s all that news really is – a good story that elevates your business.

But to keep your audience engaged, that messaging must remain the same throughout. In the world of PR, it doesn’t matter if the different forms of content you use all achieve somewhat different goals, it all leads back to the overarching story you’re writing – and consistency is the key.

Think of it this way; you wouldn’t want to become invested in a non-fictional book just to see it suddenly shift gear and turn into an epic fantasy novel that is of no interest to you, right? The same goes for your brand’s messaging in your content.

Whether it’s on your website, social media or in a press release, keeping your message consistent as you produce content is essential. No one wants to follow a brand that’s as unpredictable as the weather.

And content isn’t just about words; it’s about crafting a message that resonates.

Engage with target audiences

So, how do you create content that captivates?

Effective content creation begins with a deep understanding of your target audience. Who are they? What are their interests? Challenges? And how can you – your brand – help them? By knowing your audience, you can tailor your content to speak directly to them, addressing their needs, issues and questions. Remember the heroes and villains of your story!

Simply put, valuable content keeps your audience engaged.

It isn’t a one-way street either; it’s a conversation starter. Think of it as a way to open the door to meaningful interactions. When you share informative and engaging content, you invite your audience to engage back. They might leave comments, ask questions or share their thoughts.

Moreover, content creation allows you to showcase your brand’s personality and values. By consistently delivering content that aligns with your audience’s interests and values, you’re not just engaging with them – you’re building a connection.

Demonstrates industry expertise

Beyond engagement, content creation can establish your brand as a thought leader in your industry. By creating content related to industry trends, challenges and success stories that provide value to your audience, you’re not just grabbing their attention… you’re holding it.

Sharing valuable insights through blog posts, articles, whitepapers and interviews elevates you to ‘one to watch’ status. People start thinking, “Wow, they really know their stuff!” It’s like being the Yoda of your industry, dispensing wise words and attracting media attention through the ways of the force.

…Did you really think I wouldn’t reference Star Wars in a blog? Consistency is key!

Ready to create quality content?

Content creation isn’t just a PR strategy; it’s the keys to success. However, what content you create and how you share it depends on the purpose of your content strategy and the goals you’re trying to achieve.

If you need some support with that, we’re just an email away.


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