Marketing treściInfografiki marketingowe

Jak tworzyć pomysły dotyczące treści dla nowego klienta

Creating content ideas for a new client is a critical process that can significantly impact the success of marketing campaigns. Here’s a structured approach to conceptualizing and strategizing content for a new client.

A blank page can be an intimidating thing, especially when you are just getting started with a content project for a new client. But coming up with ideas isn’t as hard as it seems. Developing fresh ideas your client will love is as easy as following a few steps.

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Step 1: Get to Know the Client

Understanding the client’s business is fundamental. Determine what they do or sell, which provides insight into the content that will resonate with their audience. Investigate why they do it—often, the passion behind their business can inspire compelling content. Recognize the buzzwords and concepts prevalent in their industry, as this will help to create relevant and engaging material.

Step 2: Identify the Client’s Goal for the Content

Every piece of content should serve a purpose. Whether it’s to attract attention, educate, encourage an action, or generate traffic, knowing the goal shapes the type of content created. Goals could range from going viral, increasing brand & PR awareness, building authority in an industry, providing value to audiences/clients, building an email list, encouraging a sale, attracting new, large audiences, or increasing the number of backlinks.

Step 3: Find Hooks That Align with the Client’s Goals

Once the goals are clear, find hooks or angles that align with them. These can be educational, topical, related to self-interest, storytelling or case studies, curation of existing content, or a fresh spin on old ideas. The approach could involve connecting a concept with the mind, the news, personal identity, real-life situations, many more concepts, or an uncreated concept in a new way.

Step 4: Sprinkle in Emotional Appeals to Add Interest

Emotion drives engagement. Humor can make readers laugh, fear can make them scared, a shocking revelation can leave them in awe, and a story that taps into annoyance or disgust can be powerful motivators for action. Make sure to blend these emotional elements tastefully to enhance the content’s impact.

Step 5: Confirm That the Idea Has At Least One Value

Before finalizing a content idea, ensure it fulfills a need (solves a problem), fulfills a want (is interesting, valuable, and unique), or offers enjoyment (provides something the reader will be happy to find).

After you’ve developed content ideas that meet these criteria, it’s time to deliver them to the client. The ideas should be detailed, leaving room for creativity and expansion.

Finalizing and Delivery

The process culminates in presenting these ideas to the client, ensuring they are aligned with the client’s vision and goals. This collaboration often leads to refinement of ideas, after which they can be executed to produce the final content.

Remember, the success of content marketing hinges on the ability to resonate with the target audience while fulfilling the client’s business objectives. For this reason, I often work these steps in the opposite direction… researching the target audience first and then working back to the company. Many companies struggle with developing their biblioteka treści… so we like to take the lead rather than continue the struggle!

This structured approach can help craft a systematic and creative strategy, resulting in content that engages, converts, and achieves the desired outcome.

Twórz pomysły-treści-dla-klientów

Douglas Karr

Douglas Karr jest dyrektorem ds. marketingu OtwórzWglądy i założycielem Martech Zone. Douglas pomógł dziesiątkom odnoszących sukcesy start-upów MarTech, pomagał w due diligence ponad 5 miliardów dolarów w przejęciach i inwestycjach Martech i nadal pomaga firmom we wdrażaniu i automatyzacji ich strategii sprzedaży i marketingu. Douglas to uznany na całym świecie ekspert ds. transformacji cyfrowej oraz MarTech i mówca. Douglas jest także autorem przewodnika dla manekinów i książki o przywództwie biznesowym.

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