Content is an indispensable element in a Marketing campaign. If the content is clearly oriented, work efficiency will be higher and customer attraction will be improved. Therefore, building Content Direction is essential when creating content. So what is Content Direction ? Join us to find out in this article!

Content Direction is content direction. The aim is to develop all overall content implementation activities for a media campaign, comprehensive campaign or campaign over a defined period. Based on assessments and analysis of target customers, new businesses can identify, build and provide directions for implementing Content Marketing campaigns.

Content Direction helps Content Creators produce more targeted content, consistent with the brand’s personality, distributed to the right channels as well as consistent with customer insights,…

However, many businesses skip the step of setting up Content Direction and directly perform the following work chains. Meanwhile, orienting the content of the article is something that needs to be done from the beginning to avoid creating useless content.

Content Direction includes the following aspects:

• Target Audience: Identify target customers.
• Customer Insight: View of target customers.
• Content Type: Content form such as text, images, videos, infographics,…
• What: Content must be relevant to target customers.
• Ideas: Development ideas.

The Role of Content Direction in Marketing

Determining what Content Direction is will help you provide accurate information to your customers. When you understand customers and understand their wishes, content deployment will be easier.

Besides, you can also limit misleading information or ineffective communication.

Content Direction system structure

Content Direction system structure includes:

• Understand the customer profile when writing content and know how to persuade them.
• Understand customer insight to grasp the content to target.
• Clarify ideas and content types to deliver the message that needs to be conveyed to customers. If these things are clarified, their messages will be conveyed through appropriate means, forms as well as platforms during the content development planning process.

8 steps to build Content Direction

Here are 8 steps to build effective Content Direction that we have compiled for your reference.

Set Content Direction goals

The Content Direction strategy will be planned in stages. For example, the first time you focus on increasing brand awareness, until you achieve certain results you will aim to change customers’ views on products, services and brands. . Then, it’s time to move on to the lead nurturing phase.

In short, some of the goals that Content Direction can solve are raising customer awareness about products, providing customer support, changing customers’ views on products, services and brands later. is to nurture potential customers.

Target Audience – Identify target customers

The next step in the Content Direction strategy is to identify target customers. To correctly identify your customer file, you need to clearly understand who the product you will provide is to whom. Some criteria you can rely on are interests, gender, age,… to determine.

In addition, you need to distinguish between the two concepts of target customers and consumers. In some cases, consumers will not be the ones making the decision to buy your goods, nor will they be the ones your content is aimed at.

Analyze and determine product value

Correctly determining the outstanding characteristics, value of your products, services and weaknesses is an important step in Content Direction to help create realistic content, bring high value, and the message is conveyed accurately. effectively to customers.

After understanding the product, compare it with the customer’s needs and have them write the benefits they will receive when using your products and services. Hitting the target customer’s insight at this time is extremely important. You should mention what the customer needs, not focus on what your product has. Give them solutions instead of focusing on products.

Identify and analyze competitors

You should thoroughly research your competitors, analyze how they deploy their marketing strategies to list out their strengths and weaknesses. Then, proceed to absorb, learn, and build Content Direction that is consistent with the direction and motto that the brand is aiming for.

You can use social network competitor analysis tools such as SimplyMeasured, SocialMention, and SpyFu to check keywords and advertising content.

Build content strategy

Building a content strategy, also known as Content Strategy, is something that cannot be overlooked in every Content Direction plan. In this step, you need to determine specific strategies for your content such as tactics, rules, tone,…

Besides, Content Direction does not stop at each word, it includes content, layout, images, etc. Your content needs to have language and intonation consistent with the brand personality and marketing. reach target customers. A beautiful image will help the content be expressed better and increase the ability to attract customers effectively.

List the required Content Angle

Content Angle is the factor that makes your content unique and outstanding, and it determines the plot. An impressive Content Angle will create a solid foundation for the campaign’s content strategy and related content.

Content Angle needs to create uniqueness, have a connection with customers, determine the right insight and, importantly, solve the buyer’s problem. Additionally, Content Angle needs to ensure elements are searchable and easily shareable.

Some Content Angles that you can refer to for the campaign are:

• Expert article: Supports brand building, increases website reputation, and quickly reaches potential customers.
• Q&A articles: Provide answers to customer questions.
• Problem-solving articles: Able to propose positive solutions, handle customer problems effectively, and help drive traffic and sharing.
• Comparison article: Evaluation of products and services promotes customer decision making.
• Instructional articles: Specific instructions on how to use products and services, helping customers save more time.
• Content based on surveys and research: Often trusted by users because the article has specific data.
• Cited article: Content published by you, posting a cited article, with original documents attached. This type of article can both provide content to customers and help increase downloads for attached content versions.

Research and select ideas

At this step of Content Direction, search for targeted content ideas on search engines, newspapers, online newspapers, etc. In addition, you can also refer to ideas from competitors. , on social media with target customers,… After having ideas, choose the ideas that you think are truly suitable for your business.

Measurement and management

Budget is a factor of special concern in Content Direction plans in particular and Marketing plans in general. Set an investment for your content and campaigns. Besides, you should clearly plan the personnel and resources you need to use to ensure resources and budget when implementing the campaign. In addition, you also need to set KPIs and deallines to evaluate your strategy based on the set goals.

Where to find ideas for developing Content Direction?

Finding ideas for Content Direction is quite important. Here are some addresses that you can refer to:

• Competitors
• Google
• Monitor social media platforms and listen to customers.

Manage Fanpage in Content Direction strategy

How to manage Fanpage in Content Direction strategy? You can refer to the following content:

Determine the number of posts: Once you have determined the Content Direction for a Fanpage, you need to determine the amount of content to write for the Directions. For example, if your fanpage is selling cosmetics, there will now be 3 main directions: product (40%), most effective way to use cosmetics (40%), and customer feedback (30% ).

Note: Insert the content of each Direction alternately and proceed to create a detailed timeline for each day.

Establish a process for handling tasks: You should proactively arrange time for each task. Besides, you can flexibly spend about 1 – 2 days to create content for half a month or a month later. At the same time, you should focus on coming up with ideas for each article and finding a suitable content concept and design.

Prepare content: Carefully preparing content in advance will help you manage your time very effectively, avoiding unwanted situations from occurring. Furthermore, you will also have more time to form unique ideas, limiting the situation of being stuck for ideas.

Record ideas: With content creation, whenever there is a good idea, content writers need to write it down immediately to have a diverse list of ideas during the selection process.

Monitor your Fanpage regularly: You should regularly read customer feedback to know whether your content is really suitable or not. At the same time, you should monitor the status of your competitors’ fanpage for reference as well as search for new directions, constantly update popular trends on social networks to produce quality content.

Frequently asked questions

Here are some frequently asked questions related to Content Direction:

What is Content Strategy?

Content strategy is the process of planning, implementing, and managing a long-term content system with high quality and consistency to create a good relationship with customers or a specific goal.

Why is implementing Content Direction important?

Content Direction helps you identify goals as well as set the most appropriate priorities for a business’s marketing strategy.

Epilogue

The above article clearly states the content surrounding the issue of Content Direction. Hope this is really useful information for you.