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  • Writer's pictureDeepa Godiawala

Creating Content in the Era of Relevance

This generation has witnessed the shift from the market of mass to market of relevance. The day brands signed up for Facebook Ads (social media Ads) was the day, they started talking to individuals in-person with their ads. Social Media Ads talk to consumers directly at a personal level in a personal space.

Which tells about a very important shift in the approach of Marketing Agencies - it is becoming more and more important to create more and more content but also create relevant content. It's all about answering the question, "What clicks with our Target Audience?" Testing different things online, and understanding what works with your product or your brand has become an everyday task for marketers today.

Now at a very basic level, how do we do this for brands that have just started getting online? For people, who are wearing all the hats for their business, here's a small exercise which will help you create relevant content,

Define your Target Audience - Create a Persona

(The most basic but the most important exercise)

You have created at least three different personas - One which is not aware of your brand/product, Two which is already aware of the product and is considering various options (brands) to buy from, and Three which is in the purchase mode who will just search online and click the buy now button.

You have to exactly understand these 3 personas and talk to them at a personal level in their personal space - you have to become their friend.

That's it! That's the key to creating relevant content. Just keep in mind, you don't become friends with somebody just by boasting about yourself 😉

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