Ron Abraham was a guest speaker with us this week. He is the Co-Founder of Domin8 Digital, a digital marketing agency which helps Fashion & Beauty brands scale up their performance.
There isn’t really one goal for Ron and his company: you need to understand what it is exactly that you are trying to achieve. Whether that be brand awareness, retain your loyal audiences. Your goal is all based upon the brand that you are working for. Different brands have different needs, those needs can change over time as well. Having a clear and decisive idea of what it is each brands needs are the primary objective.
Learning who your brand most resonates with will help you determine your next steps in how exactly you are able to build the content. As each demographic will have different content that they enjoy. Everything you’re doing should be speaking to that specific group as they are the ones who are most likely going to be the one to consume your media and ultimately buy whatever it is you’re trying to sell. You don’t want to be blind to who you’re trying to sell to, you must always have that person/group in the back of your mind.
Ron references a funnel of how the content creation process works. The top being making sure your content is popular and trendy. You want it to reach as far and as many people as possible. The second stage of the funnel bring some what of a reminder. People who see your content but aren’t exactly coming to your site or maybe only pops in occasionally. You want them to continue to see you. Lastly being the person who’s buying and coming back time and time again.
Ron touches on content creation block, like writer’s block. Which makes sense that it happens, it happens with all creative roles. Depending on the product, the story behind the brand, there can be a lot of reasons as to why you may struggle with coming up with content ideas. But as Ron continues, you just must work through it. Take inspiration from other projects, ask yourself the questions of what you hope to achieve and who your audience is.