You're probably wasting your time creating content

When your consumers start selling your brand for you, pat yourself on the back. Getting to that point is no easy feat. It’ll never happen without a meaningful brand-audience connection. A tried-and-tested way of establishing one? Content marketing.

Go back to basics

As someone who works with brands, you’re probably aware of the need to put some kind of consumer-centric content out there. Kudos if you’re already doing this, but it’s pointless if you’re going in blind.

Producing content for the sake of it is not a strategy.

Speak to any writer worth their last word count and you’ll quickly find that writing is often the least time-consuming part of the job. In order to write well, you need to plan and research properly first.

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It’s the same with content. If you aren’t familiar with the digital landscape, your audience and where your industry’s headed, you’re wasting your time and anything you create is going to be unremarkable.

It’s a tiered process

Examine all your digital touchpoints with a critical eye. Define what you’re trying to achieve. If interaction is your goal and the stuff you’re putting out there isn’t getting any, it’s time for an overhaul.

Find your niche. Talk to them. Does your audience respond to long or short copy? Serious topics or witty quips? Give them content that’ll add value to their lives or they’ll click away and forget to return.

Assess the brains behind your content. Be strict. If they’re not qualified to spread your brand’s messages, if churning out content is just a thing they do in-between meetings, something’s not right. Having the right person create your content is just as important as ensuring the right people see it.

Basically, unless whatever you publish is remarkable, no one’s going to look twice. And if it’s not backed by insights, it’ll never do your brand justice.

Stand out or be ignored

To break through the clutter, it’s vital your content is audited and refreshed. Often. What worked for your brand three years ago will not work today. Your audience is easily distracted. Shake things up.

If you’re not sure where to begin, a fresh pair of eyes and a thorough audit is the answer.

No one said it would be easy

Creating valuable, honest content is time-consuming. It requires listening, planning, strategising, research and a fair share of trial and error.

It’s also important to know that just because you can type, it doesn’t mean you can write. You wouldn't design your own logo, so why would you write your own content?

With that in mind, it’s probably time for a content overhaul, no?