Here are the rules we follow when developing content for ourselves and our clients. They aren't in any particular order and ought to be practiced with fluidity. Just go with the flow man. :)
Rule #1: Tell a Story
It's important to really figure out what the story is that you're trying to tell. In doing so, you have to also understand who you are speaking to. Your target audience can be one particular type of person or several types of people. In telling your story, imagine what that person not only wants to hear, but needs to hear.
Rule #2: Be Consistent
Consistency is key! In developing and scheduling your content, you want to ensure you are not only consistent in look and feel, but in substance and also in the time in which you post. In developing your network, you want your fans to develop a KNOW, LIKE and TRUST for you. Being consistent on all levels helps this to happen, that much faster.
Rule #3: Be Strategic
Every piece of content must have an objective. Your objectives can be anything from getting engagement, to visits to your website, to building your email list, to developing influence. This makes your development of content much more intentional, think before you post and always know what the end game is.
Rule #4: Be Relevant
Relevancy isn't only just about being current, it speaks also to remember who your audience is and what they want to hear. Being relevant to them, can be something as simple as a motivational post on a Monday to start the week to something more detailed and complex like a cheat sheet or work book to help them beat the Monday Blues.
Rule #5: Have an underlying Theme
A theme helps to keep your story on track, but it also helps your audience to identify you from a far. Developing a theme can follow things like your brand colours, to themes that fall within your brand's story. For example, for us we like to focus on Digital Marketing, but we also have a theme geared towards female empowerment.
Rule #6: Always Add Value
This one is probably one of the most important rules. Sure you can post pretty pictures to get likes, but that won't convert a person from fan to a client necessarily. You need to offer more in order to receive more - yup it sounds a lot like the Law of Attraction. You see, if you provide more value for your audience, they in turn feel valued and will place you at top of mind and as a main resource, which, will likely convert to sales. Ta-Da!
Rule #7: Solve a Problem
This comes back to understanding your audience again. Do a deep dive into who they are, figure out their pain points. What are their triggers? What makes them tick? What motivates them? If you can understand that, then you can figure out to help them and provide them with a solution to a problem. How's about that for building your clout?
Rule #8: Create a Brand Persona
Shhhh! This is one of the ingredients to our secret sauce!
We like to break down a brand into a pseudo person, we even name it and even go as far as figuring out if the brand is single and ready to mingle or is happily married with kids. In doing this, it separates us from the brand and the people who manage it. One of the main reasons for this is that you can then find things in common with your brand and your target audience. In doing so, you can think about how they would talk to each other and it makes developing a conversation with your audience, that much easier.
Rule #9: Be ready for Change
Be ready to change and adapt. Digital Marketing is fast paced, understand that as the field evolves, your need to adjust is crucial for your brand's survival. If you are willing to be ready to adjust your strategy when the Zuckerberg wakes up on the wrong side of the bed, then you have won half the battle.
Check out our promotion to win a FREE Social Media Toolkit from us valued at $200 USD. Enter HERE. Also, visit our Resources Centre for FREE downloads to better help you master your Digital objectives.