Creating a new approach to your content

We all know that 'content is king', but creating great content is easier said than done. Here are our top tips to get your creative juices flowing

We all know that 'content is king', but creating great content is easier said than done. Here are our top tips to get your creative juices flowing.

No matter the service, product, or brand that you represent, chances are good that sooner or later you’re going to need content. Whether that’s social media posts, articles, ads, or videos, part of running a digital brand in today’s world involves creating content. If you’re not from a creative background (and even if you are), it can often be hard to know where to start.

If you’re feeling lost and don’t know where to begin, we’ve put together a few tips to help you get the ball rolling.

What information are you trying to get across?

The first step to creating content is deciding what exactly you’re trying to communicate. If you’re marketing a new game, break down all the audiences your game is aimed towards and what each of those audiences will look for. For example, an action game that has a strong narrative will be looking to court action gamers and story-driven players.

Figure out how you will cater to each of these audiences with your content. For the action gamers, you’ll want to focus on gameplay – combat, exploration, customisation etc. For story lovers, you’ll want to focus on things like characters, lore, and locations. Break down all these selling points into a hierarchy and get started on creating a content plan.

How will you deliver that information?

The next step is figuring out how to start delivering your message through content. Why not start by creating a news feed for your product? Quick bite-sized news updates are easy to produce and will get you into the flow of creating content. List pieces are also a good place to start – they get across information efficiently and allow the reader to digest only the part they find relevant. ‘7 Things To Do in [Your Game]’ or ‘9 Ways To Defeat Enemies in [Your Game]’ are great starting points for digestible, easy-to-produce content.

Which platform(s) will you use?

A huge part of delivering any content is deciding which platform to use. Blogs are straightforward, but for video content, there are lots of avenues to go down. Which platforms are right for your brand – TikTok, Instagram, YouTube? Think about what users of these apps expect to see and how you can tailor your content to meet that audiences’ expectations.

Provide multiple viewpoints

In order to keep your content fresh, think about bringing in multiple viewpoints. One way to do this is to bring in an ‘expert’ voice. Who this will be, of course, depends on the product, but staying with the example of video games, why not bring in a developer to talk about the process of creating the game? To get the action gamers on board, you could bring in the game’s director or weapons designer. To hook the story fans, grab the narrative lead or character designer. The more diversity of voices you can get in your content mix, the better it will be overall.

We hope these tips have given you some jumping-off points to get started producing your own content. If you’re interested in taking your content to the next level, get in touch with Project N and let’s talk about how our in-house content team can help you.