Content Chat, Biz Tips & Internet Laughs

I Have Zlata Thoughts Vol. 2

Mar 30, 2022

Hello, friendZ! It feels like it was just mid-March, doesn’t it? Will Smith smacked us into next week, I guess. Let’s get to it.

Ask Me Anything

Welcome and thank you SO MUCH to my new subscribers! I’m still working out my content plan and would LOVE to hear from you. Affiliate marketing, PR, content, Wordle. Ask me lit-er-a-lly ANYthing!

WordZ: Ask Your Way to Better Content

Content is king, as they say. And while I personally think it should be queen, the point here is that it’s very fucking important. Here are 4 questions I’ve found that help me and my clients build great content every time.

What’s success? Sounds obvious. I KNOW. But you’d be surprised how many people completely ignore this step. Are you driving website traffic? Building brand awareness? Acquiring e-commerce purchases? Decide this from the beginning, and ladder up your content accordingly.
Is it platform appropriate? “Digital advertising” can cause us to think that everything online is the same. This is a mistake. A trap. Don’t think that way! An ad for business software on LinkedIn will simply not perform the same way on TikTok. A Gen Z clothing label would probably struggle to engage customers on Facebook. Creative content should be tailored for the environment in which it will be encountered, and you need to be developing all your content with this in mind.
Where will this live? Knowing where brand content will live and how it’s encountered is a critical piece of the puzzle. If your content is showing how a product works, video is probably perfect. Trying to promote several products or a collection? Go with stories or carousel photos. Understanding the final format gives your creatives the context they need to dial into the user experience.
What is the target distribution strategy? Reaching the most people isn’t necessarily the point. Reaching the right people is. You can have the biggest budgets, best talent and boldest messaging, but if the right audience doesn’t see it, who cares? No one, because they didn’t see it. Sometimes creative needs to appeal to everyone, but in many cases, it needs to appeal to niche audiences.

Next time you need to put together a kickass piece of content, start by asking the right questions!