Making Content

Lesson Overview

Conditions for Purchasing a Product or Service

• Trust in the provider
  
• Availability of information about opinions and experiences of existing users
  
• Availability of objective facts
  
• Context for the future use of the product or service 

Determining Our Field of Action

• Our Goals
  
• Needs of the Target Group
  
• Competitive Niche

Questions to Help with Defining Topic Areas

• What are our strengths?
  
• Out of all that we offer to our target audience, what do we do best?
  
• Who are our best customers?
  
• What market segment are we speaking to?
  
• Which of our offerings sets us apart from the competition?
  
  

   

Defining our Brand vis à vis Competitors

Excitement

• Change
• Creativity
• Individuality
• Adrenaline
• Innovation
• Vitality
• Curiosity

Adventure

• Spirit of Discovery
  
• Freedom
  
• Inspiration
  
• Fighting Spirit
  
• Courage
  
• Rebellion
  
• Risk taking

Independence

• Recognition
  
• Influence
  
• Success
  
• Excellence
  
• Strength
  
• Performance
  
• Motivation
  
• Independence

Discipline

• Efficiency
  
• Functionality
  
• Logic
  
• Orderliness
  
• Precision
  
• Economy
  
• Moderation

Security

• Caring
  
• Proximity
  
• Security
  
• Trust
  
• Warmth
  
• Tradition
  
• Warm-heartedness
  

• Relaxation
• Naturalness
• Enjoyment
• Sensuality
• Lightheartedness
• Being Carefree
• Openness

Questions to Help with A Statement of Our Position

• What do we do?
  
• For Whom do we do it?
  
• How do we do it?

Signs of a Good Position Statement

• Authentic
  
• Understandable
  
• Legitimizing [does this seem right to you? Qualifying would mean something more complicate/slightly negative here]
  
• Viable
  
• Unique
  
• Simple

Data Sources on Target Audience Behavior for Topic Development

• Demographics, Attitudes, Interests, and Lifestyles
  
• Online activity, Media consumption, and Buying behavior
  
• Motivation, Preferences, Perceptions, and Opinions
  
• Use of Technical Devices

The Bottom Line

An Opportunity (search engine, social media, general) is even greater, when

• the initial position of a ranked website is higher,
  
• the search volume of a search term or hashtag is greater,
  
• a search term or hashtag overlaps with our offer,
  
• a search term or hashtag expresses the willingness to carry out a revenue-generating transaction,
  
• the potential of the target group is greater,
  
• we have less competition, and
  
• the bid price for paid visibility or coverage is lower.