Let's model a real-life situation. You're going through the pages of your business or client's direct and indirect competitors, studying the content. One, two, five, twenty publications, and nothing catches your eye, there is no life in the comments. Sound familiar?

You go through the pages of direct and indirect competitors of your business or client, studying the content. One, two, five, twenty posts, and nothing catches your eye, there is no life in the comments. Sound familiar?

There are two reasons for this. The first is that you are not the target audience for which the content was created. The second is that the publications lack a message, structure, and a format that is convenient for the audience

There is no point in discussing the results of both scenarios, so let's look at how an interesting publication that will be read for sure is organized

The message is. the idea that you put into the material

Its presence is determined by three simple questions that a good author asks himself: for whom I write, what I write, what problem it solves

Examples of messages:

I run the page of the "husband for an hour" service and post jokes about single ladies and cats there - bad
 
I run the page of the "husband for an hour" service and publish typical household problems there, describing how to solve them with the help of the company's specialists - good

Text. - a guide from idea to targeted action

The formula is simple: headline, subheadline, body copy, conclusion, call to action
 
And yes, this structure is not a reinforced concrete scenario, but it copes with the task of quickly and effectively conveying the message more than

Graphics. - a tool for attracting attention

The goal of your publication's image is to help, not hinder. This means removing unnecessary graphic elements that distract attention from the main points you want to present to the viewer
 
The main principles of good graphics are: readability of visual and textual content from any device, accessibility to the target audience (cargo workers do not need IT specialists in jackets in their ads), and once again, the absence of unnecessary image elements that shift the focus

In conclusion, the format chosen for the content strategy is of great importance, and you need to constantly experiment with it. It is quite realistic to abandon the production of texts and redirect resources to video or audio content, which will significantly reduce labor costs and increase engagement with the organic growth of the community

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