Sue SouterAt Hyperfine Media we often work with PR agencies and professionals, and one of our favourites is Sue Souter, Managing Director Souter PR. Sue has been developing brand building campaigns using PR for over 20 years and is a great advocate for placing story telling and engagement at the heart of marketing strategy. We asked Sue for a few words about creating great content…

Hyperfine provide some fantastic advice on video content production and distribution, but there is one integral part of the content creation process that needs to be addressed in order to guarantee success, the idea. Without an idea you will have no basis from which to create content.

Filming Mary ‘Queen of Shops’ Portas visiting Stockport for Souter PR
Filming Mary ‘Queen of Shops’ Portas visiting Stockport for Souter PR

If you’re a startup or small business looking to expand your marketing efforts in order to raise your profile and create brand buzz, it may seem like a daunting task. But when it comes to creating engaging content, there is one clear rule, you need to focus on story.

Stories can be used to create an emotional connection with your target audience. Stories can be based on your business journey (the lessons you’ve learned that you can share with the wider business community), the journey of your product (how it has been designed to meet the needs of your customer), and your customers journey (such as case studies focusing on the work you have completed).

Rather than creating content for the sake of having something to post, you should ask why you’re creating it and what that content will achieve for the business. Do you want to increase your followers on social media, be seen as a though leader in your sector or are you creating the content to promote a new product or service?

Using Video to promote the Q Guild of Butchers
Using Video to promote the Q Guild of Butchers

Once you have the objective it’s time to generate an idea that will act as a perfect fit for both your subject and audience. If you want people to engage with your content, give them a reason to click. Successful content ideas need to be original, useful and entertaining.

If you want to do more research before embarking on the ideas process, there are a whole host of free articles online that provide advice and guides on the practical applications of content marketing. Resources can be found on sites like Real Business and The Marketing Donut.


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