Content Creation Techniques

Content is the language of a project. It carries the idea and concept that brings people together around a brand, built on values, mission, and communication territory.

There are four types of content:

1. Informative is all about bringing value and educating the audience. It answers their questions about the project, making it both useful and easy to understand;

2. Expert demonstrates the core values of your project, what sets you apart and shows people why they should choose you. This type of content positions your brand as a trusted professional;

3. Entertaiment adds a light, energetic touch that connects with the audience on a lifestyle level. If your account only includes informative or expert content, the audience can start to feel bored. Entertainment content keeps things engaging;

4. Commercial is where you showcase your product directly, highlighting its features to drive sales.

Developing a Content Plan

Categories can be divided into the following types:

1. Core categories are the foundational rubrics that consistently appear and support the brand's identity and messaging;

2. Creative categories are more innovative, allowing for creative freedom and flexibility in how the content is presented;

3. Series categories focus on series-like content that drives ongoing engagement and encourages followers to expect recurring themes or formats.

How Many Categories Should You Have?

• 5-7 core categories;
• 3-5 creative categories;
• 2-4 series categories.

Creating Engaging Visuals

Visuals play a critical role in showing off a brand's personality and strengths. Copying someone else's style can make a brand feel generic, so it's essential to maintain a unique visual identity.

Each brand has its own color palette, designed to evoke specific emotions that resonate with its audience. Choosing and consistently using the right colors can strengthen the brand's identity and deepen its connection with viewers.

Designing Impactful Content

Visual inspiration helps you understand current design trends and gather ideas for your own projects. Here are some popular platforms:

• Savee.it: great for finding diverse visual content, including posters, interface designs, and photography;
• Pinterest: a go-to platform for collecting and organizing images and ideas across various themes. Create boards to categorize your references;
• Awwwards: features award-winning web designs, offering high-quality examples of creative visuals;
• Dribbble & Behance: platforms where designers showcase their work, including graphics, web design, illustrations, and more. Both platforms allow you to filter content by color, style, and project type;
• Figma Community: the inspiration hub to access free design templates, UI kits, and prototypes shared by designers worldwide.

Copywriting

To Create a Valuable Text

1. Understand the context: identify the target audience, define the text's purpose, determine the action for the audience, and consider why the client and audience need this text;

2. Gather information: collect materials for the text, relevant keywords, competitor examples, quotes, and supporting data like statistics or facts;

3. Structure your text: start with a headline and an engaging introduction. Use organized sections, lists, practical tips, and a clear conclusion with a call to action;

4. Review and refine: check logic, brevity, and correctness. Use tools like ChatGPT, Grammarly, Hemingway Editor, or Slick Write to perfect grammar, spelling, and punctuation.

This approach will help you craft concise, effective content that meets your audience's needs.

Developing a Unique Tone of Voice

Here's a quick breakdown:

1. Start with brand values: your ToV should reflect what your brand stands for. Are you about innovation, reliability, or maybe fun and adventure;

2. Understand your audience: dive deep into who you're speaking to—their needs, values, and communication style;

3. Define brand personality: is your brand formal, casual, playful, or authoritative? Decide on a few key traits to guide your tone;

4. Choose a communication style: will you use humor? Do you address your audience directly, maybe even using 'you' to make it personal? These choices shape how relatable and authentic your voice feels;

5. Set clear guidelines: outline your tone dos and don'ts. Consistency is key.