Content Creation

Relevant and informative content that delivers key messages is integral to engaging with stakeholders and growing your presence online. When creating content, campaigns should be innovative, creative and open-minded, but conscious of target audiences and the campaign’s tone and message.

Relevant and informative content that delivers key messages is integral to engaging with stakeholders and growing your presence online. When creating content, campaigns should be innovative, creative and open-minded, but conscious of target audiences and the campaign’s tone and message. Test a variety of content types to determine which format and style resonate best with your audiences. Visual communications, such as video, images and infographics, tend to do better than text on social media (see Online Video for more on creating videos for your campaign). Resources available to campaigns, such as budget and in-house expertise, will affect content output. But many free tools and apps are available to help. You can find these in the resources section.

You should also align your content with campaign priorities. If you’re running a volunteer drive, for example, ensure that your social media channels include posts with a volunteer sign-up call to action. Content designed specifically for social media should also be developed as part of any key campaign activity, announcement, launch, and so on.

Keep your aims and objectives in mind when creating content for your campaign. Is the content you’re proposing aimed at meeting a particular goal? If so, and if you have the resources to execute, go ahead. If not, it might be worth revisiting your digital strategy to ensure efforts are best allocated.

It’s also important to consider where and when to execute the content you have created. Great content is of little benefit to your campaign unless it is engaging and reaches the target audiences. When responding to emerging events, it is best to post as soon as possible (see Social Media Crisis Communications). If there are no time constraints, use analytics to identify when your audiences are most active (usually in the evenings), then schedule or post content during that period.

If you have spent time and resources creating specific content to promote key campaign activities, it is worth allocating additional budget for social media advertising to give it a boost. This will ensure it reaches the audiences you specify through targeting. See Social Media Advertising for more information.

It is also possible to revise and refine content during your campaign. See What does success look like? for more on identifying what content is working – or, more importantly, what is not.