Create Content That Builds Trust

Content creation is so much more than simply posting pictures on social media. Just as your brand was crafted by an intentional and thoughtful process, the same should be said for your content. As an LA PR firm, we see a ton of easily preventable mistakes when it comes to creating content.

It’s important to view each piece of content your brand puts out into the world as a chance to signal to prospective clients the type of experience they should expect to have with your company. It is essential to align your content with as accurate a representation of your company as possible. Because the truth is, whether you want it to or not, your content is continuously contributing to your brand’s image and voice.

Here are some of the guidelines we follow, as an LA PR firm, for thematic, cohesive and aesthetically pleasing content.

Concise copy is queen

Copy is the cornerstone of any and all content, and it should always be easy to understand. Regardless of the medium you choose to convey your messages through, it is absolutely vital to provide clear and concise copy. Even on platforms that welcome higher word counts or don’t necessarily require short, snappy captions, direct wording is still a must.

Ensuring that the message behind each post is easy to grasp will not only help those with shortened attention spans but also show that you respect the time and energy of your customers. It’s important to remember that audiences are being bombarded with marketing everywhere they look in today’s modern market. If your content is confusing or takes too long to get to the point, users will simply move on.

Consistent colors, fonts and tone of voice are nonnegotiable

As you shape the image and voice of your brand, keep in mind that consistency matters in every aesthetic decision. And no, consistent branding does not mean simply slapping your logo onto every piece of content. A consistent brand experience is about creating a feeling that your audience associates with all of their interactions with your brand—a feeling that serves as the foundation of the relationship between clients and your brand.

You can provide this consistent branding in your content by choosing three or four colors and two—maybe three—fonts that best represent your company. Stick to those choices whenever you’re creating content—from social media to email newsletters and even your storefront signage. This type of cohesive look leads to better brand awareness and consistent experiences across audiences, and streamlines your content creation process for your internal team.

As you grow, if your brand needs a change, you can always plan a rebrand to choose new assets to represent the new direction of your company. The point here is to be intentional with the aesthetic choices your company makes in order to convey the same message and feeling to each potential customer. Without consistency in the look of your content, you’ll be left with chaos and confusion.

Know when to hire a professional

As an owner or executive at a company, your plate is already full. If you find yourself taking shortcuts when it comes to content, you may not be giving it the attention it deserves. Rather than put out less than great content, know when it’s time to bring in a team of professionals.

A team of experienced professionals that specialize in creating content can help you stick to a posting schedule and develop your brand image. Bringing a social media team on board will free up your time and energy to focus on doing what you do best—running your company—while they do what they do best, creating beautiful content.

To summarize, the content you put out as a company should be a consistent and accurate representation of your values and customer experience. The process to create your content and the overall look of each post or message should have just as much intention behind it as the formation of your brand did.

Learn more tips like this from an LA PR firm and read our full article on Forbes here!