In a world where attention is now the valuable currency for businesses in content creation, a lot are losing sight of what is important — a better change for the end user.
The end goal of this article, is to help you as a business owner, manager… understand why clarity is essential for creating marketing message with valuable impact.
More than creating the demand for what you sell, leave a better change in their lives — ideal customers. Communicate value beyond the product you sell — give them the reason to be excited whenever they log in and expect something valuable in the feed.
Let’s see what sticks in the context of content creation for marketing, is a practice of actively sharing content that does not align with the company’s purpose because of mere likes, comments, engagement.
Engagement, likes, comments will come, but at the end of the day…you look at the content library, there is no consistency in your messaging — rather it is the magic man’s hat where you find almost everything.
The fear is, if we don’t get enough likes and comments, we are not doing anything, so you opt to throw whatever works to get that.
Staying relevant as a brand does not necessarily mean setting aside your core messaging to chase likes, comments, and engagement. It is about knowing what to say NO to.
You have already built the name, leverage on that to create consistent content for marketing the brand. Consistency here, is not just about how many times you post on your social platforms, it is about how each post is aligned to the core messaging to the ideal and viable customer group.
According to Seth Godin in “This Is Marketing”, small viable group are customers who genuinely care about you and the message you share, that brings value.
Here are few examples to understand about the alignment with the core message:
Nyaradzo Group— content centred around the importance of being close to one another. Marketing message emphasizing the value of closeness, “sahwira”.
Doves Holdings— content centred around the love principle in families. Based on the “For the ones you love” mantra. It is not just slapped on to the post, but with a message that carries value.
Chicken Inn— content centred around “real chicken” message, emphasising health concern on these foods, over indulgence.
For startups and small businesses, have clarity about the message of your ideal and viable customer group to avoid burnout in content creation. And also avoid mixing content that does not align with what your business stand for.