Okay, so what now? Where do we start? How do we define what truly constitutes "quality content"? How do we prioritize?
Are these questions you also ask yourself? I used to ask them too.
And I keep asking myself. Creating content is a discipline that can take many different paths and approaches.
There's no single methodology or path to follow. Therefore, we can often end up getting a little "lost" in the endless array of possible paths.
But over time I've managed to identify some models that help me be much more productive and effective in this process.
These formulas help me facilitate the process and, above all, they help me focus on speeding it up and ensuring its effectiveness.
Today I want to share them with you so that you too can apply them and create effective content (let's see if at the end of the article you can guess which category this article belongs to
Strategy 1: Minimum Viable Content
What it's about: Imported from the world of product development, as well as having a minimum viable product, the focus of the model is to ask ourselves what is the minimum we need for the content to start generating results.
The strategy here is to identify the "core" pieces that will serve to meet the company or brand's main communication goals and prioritize their production.
It's ideal for a good start.
When to use it: In general, this approach is ideal when you have virtually no content at the moment or if the existing content isn't strategically organized or categorized. This is the first time you're going to tackle content creation for your company or the brand you're working with.
As a result, we seek to address the core communication needs with content. That's why we call it minimum viable content.
How do you categorize them? I recommend starting with these four categories:
1. Content that raises awareness of the problem
Think about content that educates your different types of buyers or influencers about the following:
Why should they pay attention to the problem? What changes are taking place in their industry that should matter to them? For better or worse.
- "Hidden" costs of not taking action and not solving the problem
- Opportunities missed due to failure to solve the problem
Example: How changing audience purchasing behavior is impacting the “prospecting” model that B2B companies use today.
2. Content that shows you really understand their problem
This type of content confirms your audience's suspicions and beliefs.
What we want is for them to feel understood and that you know exactly how to solve their problems.
Example: 4 challenges B2B companies must solve to attract more customers in 2022
3. Content that shows how your solution can help them
