Content creation can be digital or print but generally, it refers to digital marketing. The term content covers a wide range of mediums such as film, photography, infographics, blog posts and articles. Digital marketing content is disseminated online through websites, social media and email campaigns. Its purpose is to draw people to your site or product, show them what to expect from your brand and help to cultivate and sustain your relationship with your customers.
Why is content important?
The rise of the internet means we now live in an age where we are constantly surrounded by information and competing demands for our attention. Having a clear and consistent content strategy that aligns with your brand goals helps you to stand out from the crowd. It lets people know who you are, helps to create a professional image and fosters trust – when they think of X, they think of you and feel happy and confident in choosing your product or service.
What makes good content?
Simply put, good content is something that your audience enjoys engaging with and answers a question or need for them. It is important when you are developing your marketing strategy and creating your content that you keep this in mind. Who is your target audience? What do they want? What do they need? What questions might they have?
What do I know?
As a photographer who also has some experience in filmmaking, I am well placed skills-wise to be able to create high quality content but as you will have seen from the answers above that isn’t all there is to it. I have been very fortunate to work with Product Magazine as their photography editor and more recently for Rothiemurchus as their Content Coordinator. This is where I learnt the importance of marketing strategy and brand consistency as well as analysing data from posts to see what audiences are engaging with and enjoying and what has perhaps not been as successful.