Five Ways to Create Valuable Content for your Audience

Are you familiar with the phrase, “Content is King?” We’re sure you are because you’d always find it sprinkled in articles about content marketing/creation. No matter what your feelings are about this phrase, it is a true on. Content is really King.

The power of good storytelling through content cannot be over-emphasized. If your goal is to drive awareness, sell your brand, inspire your audience and tell good stories, you are definitely in the right direction. However, there something we’d like you to know – it’s not just enough to create content; you must also ensure that you’re creating content that is valuable to your audience. There’s no point spending time and money to create content if it doesn’t yield the results you desire.

When you put effort towards creating content, remember that your content shouldn’t be for everybody. As Seth Godin puts it, your content should be for that one person that will benefit from your content. Here are some other tips that will help you to create more valuable content.

Focus on your focus. It’s always important to remember the reason why you’re staying behind your phone/laptop, punching the pads tirelessly. You’re doing this for your target audience (TA) right? So, stay focused on creating what will be valuable to them. Don’t get carried away by the noise on social media and don’t give in to the urge to jump on trends that are not aligned with your brand. Give your TA what’s best for them.

Be authentic. Consumers today are all about authenticity and credibility. Therefore, as a content creator, understanding your audience, and responding to their needs should be your main priority. Tie their needs to the core of what your brand represents and don’t try to pretend to be who you are not.

Be consistent. If content is king, then consistency is queen. You can’t give your audience a little teaser, run off then come back after few months to repeat the same process. Consistency is the foundation on which trust is built. When your audience trusts you, they give your content the right attention and reaction it deserves. If you need to up your consistency game, the best time to start is now.

Ask questions. Don’t assume that you know it all. Always stay informed and the best way to do that is to ask your TA questions. Your content should never be static because the people consuming your content evolve. Continuously. Be sure that what you’re serving them is relevant to them. Use questions to stay in the loop.

Re-evaluate. It’s not enough to post your content and call it a day. You have to review and evaluate to see what’s working, what may need to be tweaked and what definitely needs to be discarded. Re-evaluating your content will show you the lumps and the inconsistencies in your content. Don’t assume anything; always be sure you’re indeed adding real value.

Content is a valuable tool to keep you connected with your target audience. More than ever, you need to pay attention to the type of content you create and how you draw your target audience in using different content formats.

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The Comms Avenue

A capacity-building and networking platform for communications professionals across Africa and beyond.


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