One of the most talked strategy with the greatest investment in digital, do you know why content creation is so important?

Have you noticed above that I called content a strategy? This is for a reason, the content marketing department is now certain in the planning of large players, whether it is focused on SEO, social networks, or branding. What matters is that content is a way to connect with your audience organically (at least that's how we see it) and the end of this story brings several benefits to the company: greater brand recall, preference, ownership, qualified lead, brand lift, earned media and spontaneous indication.

Let me give you an example!

Ana's life is a bit boring, nothing new is happening, no good movie she has seen, and nothing new to tell.

Ana goes to a bar with her friends where they tell various new information: they recommend a movie to watch, tell how the job change was, talk about a museum they visited or tell experiences they have recently lived. Ana, on the other hand, had little to comment on, participated as a listener, and made some comments.

Arriving home, Ana feels inspired to watch that new movie her friend commented on, doesn't like museums but remembered an outdoor exhibition near her house that she doesn't know, among other stories that inspired her to shake up her routine.

Do you notice that in this simple example, the conversation with friends generated some reactions:

a) We made Ana realize that she needed to shake up her routine.

b) We inspired Ana to consider new things.

c) We convinced Ana to take action.

Now imagine if Ana and her friends were brands and the bar table was Instagram:

• She could have presence on social networks, but since there is nothing new, nothing to tell, she does not post, and does not appear.
• Her friends, on the other hand, had cool things to say, posting frequently about the things they like. Ana saved in a folder all these tips.
• At the end of the day, Ana remembered her friends and tips. No one remembered Ana, because in the middle of so much information, who is not seen, is not remembered.

That is, we create content to relate to the audience and be present in their day to day. And the greater the identification of your content, the greater will be the inspiration, engagement, and memory of your brand or product.

See how powerful this strategy is. Now come with me and I will bring you some points of attention before investing all your budget in it:

• Attention to the KPI's! As you saw, this important strategy goes through the funnel and does generate conversion, however, many times you will talk to potential customers who are still in the awareness phase of the problem, and charging lead generation and immediate results can frustrate you a lot in this way. The focus here is to talk, to create a relationship, to be seen, and to be in the mouth of the people. Focus on reach and engagement, and from there, refine your strategy.

• ATTENTION TO YOUR STRATEGY: your content must be consistent with the purposes of the brand, I have already talked about this in another post. Coherence and consistency.

• IT SEEMS EASY AND CHEAP, but it is not. It is important that you know that this is a strategy that requires financial and time investment. Creating content is not something simple, the conversion return is not immediate as we hear around.

• AND TRUST and believe, with the right strategy it will work! In the long run, you will have established a strong brand presence and a much more honest and less invasive dialogue.

Camila Melo