Creating content is key for your brick-and-mortar business

Uncovering the “Why” and “How” of branded content

We live in an age where people are constantly creating, consuming, and sharing content. But what exactly does the term “content” encapsulate? Why do big brands go all in on content creation? Why do brick-and-mortar businesses need it? We’ll answer these questions plus share tips on how to create content that is effective and purposeful. We promise it’s simple, fun, and could turn out to be your business’s secret weapon.

An intro to all things content

Content is produced information that is presented with a purpose and directed at an audience. It is the words, photos, videos, and visuals you see when scrolling on websites, social media, or your email promotions tab. From a brand perspective, anything you create that tells a story or idea and can be shared should be considered content.

Content should be designed to grab attention, evoke emotion, or offer valuable information. This, in turn, fuels content marketing — the process of taking produced content and utilizing it to attract, acquire, and engage your target audience on marketing channels (more on audiences and channels in this Retailvisory article ). It can be a valuable tool to connect with potential customers, especially if you are a new business, store, or restaurant. The content you create can inform your audience about what you offer, give an emotional appeal through brand story, or just be a funny headline or video that showcases your beliefs and brand attitude — more on that to come.

Build your content step-by-step

To create content that truly cuts through the noise and makes an impact, you must first understand your brand’s identity. This refers to the visual and verbal expression of your brand, and its overall look and feel. It’s important that your brand identity is consistent, unique, and true to your business goals and values. Sharing your brand’s identity in a way that feels unique to your business can help you build a loyal customer base, edge out competitors, and create organic growth over time.

Here’s a few things to consider:

• Create a voice and tone that stands out: Is your brand’s personality funny, serious, or educational? How your brand “speaks” is just as important as the visual.

• Create visual consistency: Consumers react positively to well-curated visuals and recognize patterns when you use the same design elements across materials. Infuse your brand colors, fonts, and themes to create a visual style that is uniquely yours.

• Show the people behind the business. Share stories that match your brand’s tone and evoke your brand’s values. Some of the best brands leverage the faces behind the scenes to create a more authentic, human connection.

Next, incorporate a formula to your content plan. There are many ways to do this, but one easy way to think about it is to create content for three different buckets — primary, secondary, and tertiary. Your primary content should be about telling people who you are and educating them on your products or services. Your secondary content gives your audience variety and allows them to better connect to you. Secondary content could be talking about promotions or sales, showcasing testimonials or reviews, or highlighting parts of your community that are impactful. Your tertiary content can be messages that align with your brand but lean more toward sharing inspiration, tips, news, or even memes. Creating this type of formula makes executing a content plan easier for you to manage, ensures you are focused on your most important messages, and can help you measure what type of content is or isn’t working.

Lastly, it is important to think efficiently while building content. As a busy business owner, you won’t have the time to curate a unique piece of content from scratch whenever you want to post something new. Explore generative AI and apps available (often for free) that allow you to design graphics, edit videos, and write captions quickly. You can also repurpose old content or break a larger key message into a few different posts. Not everyone will see every piece of content you create, so as long as you keep your brand identity and authenticity in mind, you don’t need to worry about repeating yourself or getting stale.

A few content dos and don’ts

Do:

• Create a space that will inform, entertain, and inspire

• Consider the 80/20 rule — 80% content that provides value, 20% selling messages

• Be conversational and authentic

• Consistently create and post new content

• Respond to people that interact or ask questions to your content

Don’t:

• Use blurry, ill-designed, or text-heavy photos

• Use the same thing over and over

• Steal photos or words from others (unless you give them credit)

Start building

Not sure where to start? Remember to always create, test, measure, and retest when trying new ideas. The following list includes content topics you can test to see what works for your audience and business goals:

During an age when content seems never ending and impossible to escape, it’s vital that you think creatively and mindfully about how your brand speaks and interacts with the world. Knowing how to create effective content and developing a strong plan can help you get the most out of what you decide to create. For businesses with a brick-and-mortar store, creating content around the in-store experience can not only drive traffic to your store, but can also activate your omnichannel strategy (more on that in this Retailvisory article ). With these tips and tricks, you can have a deeper connection with your customers and create a loyal following that will be happy to share your brand, vision, and message with those around them. So go ahead, consider yourself a content creator!