Posted On May 8, 2021
Sarina Devjani is a Brand Strategist & Consultant who has worked with The Dhoom Dhaam Company for the past 3 years. She has now established her own Marketing, PR and Branding studio – ‘SARREAL’.
In light of her experience and knowledge in this field, I decided to interview her in order to understand her journey and creative process along with the strategies she has used along the way.
What do you do to research your target audience?
It is important to understand your content in order to reach the target audience, you need to understand to whom the content will be useful for, understand their personality, create an ideal customer as a reference point with the help of analysts and review the data provided by them(This covers trend research and popularity of the topic at hand with various factors like location, age etc.)
What do you think are the essential components of good web content?
There are various factor should be looked into in order to create good web content, but here are 5 main one that are beneficial for people just getting started –
- Usefulness – cater the needs of what the readers need and want. This will make a huge impact on the reader engagement and how your blog or article ranks on search engines.
- Engagement – no one likes monotonous content so make it engaging with proper headlines, content structure,images, videos, info-graphics, etc. it will make it engaging to read.
- Call to action – most online content is written with a particular objective in mind like marketing, sales, raise awareness, etc. Therefore, it is important to provide a clear call to action.
- Credibility – the information that is being used should be verified and should be from a legitimate source in order to maintain the organization’s credibility and reputation.
- Originality – plagiarism can harm a company’s reputation and can also negatively affect the performance of the content on a search engine.
How will you go about creating a content strategy for a client/brand?
Different organisations have different approaches for their content strategy but there is a basic guideline which is helpful for beginners –
- Step 1 – Define the marketing objective, narrow down on the purpose for the content.
- Step 2– Identify the target audience (this is important in order to appeal to the right demographic).
- Step 3 – Define how the client/brand should be perceived by the audience (it is important that your brand isn’t misunderstood).
- Step 4 – Brainstorm to appeal to the right audience and how to connect with them.
- Step 5 – Map a plan of execution (which platforms to use, the methods of promoting content, etc).
How do you decide what topic/subject to write on?
Coming up with new topic ideas is an ongoing challenge for a content creator. Some of the methods I would recommend beginners to start with are –
- Identify the target audience you want to create content for and their needs.
- Research keywords and associated keywords.
- Analyse social media patterns and trends among the target audience.
- Analyse the kind of content the competitors are creating
- Keep track of leading blogs, articles, etc, that are popular in the chosen topic.
How do you decide the tone of the content?
Tone of the content is a very important aspect when it comes to creating good content, the tone needs to be decided on the basis of the following –
- Brand Personality – the characteristics of a brand work as a guideline around which content needs to be developed. The tone needs to match and align itself with the brand strategy as well as the content strategy.
- Audience Profile – who you’re trying to appeal to and how the brand wants to be seen by the audience are deciding factors as well. For example if the target audience is professionals, the tone may need to be more formal compared to when targeting college students.
- Channel – the medium via which the content is going to be delivered to the audience is also a factor but the brand attributes take more priority.
How do you ensure the credibility of the information?
It all comes down to research, you need to research the topic properly, check multiple sources and gather information from already reputed sources and compare it all to be able to confirm the credibility.
How do you plan and schedule your work?
It is important to plan and schedule your content work, as its purpose is to help you produce the optimal quantity of work without compromising on the quality. Following are a few steps one can use to create a plan and optimise their scheduling activities –
- Step 1 – Understand content strategy and marketing goals
- Step 2 – Create a subject/topic pool (list down the possible topics and sub topics that will be needed)
- Step 3 – Determine the frequency of publication (varies according to need of the brand some need daily/weekly updates others would need monthly updates).
- Step 4 – Prepare a calendar mentioning which topic is to be published on what date, along with related activities.
- Step 5 – Draw a workflow (research on topics, start creating drafts, proofread, and publish)
The above will help create a streamlined process to your publications
How do you analyse the performance of content?
Determining the success of content varies depending on the target audience and marketing objective. Following are a few ways one can analyse the performance –
- Search engine results page (SEO optimisation is a key factor here and making sure your article/blog pops up on the most relevant searches)
- Traffic and repeat traffic (how much website traffic are you getting organically and how many people are repeatedly visiting your website are great medius to determine success)
- Engagement – likes,shares,comments,etc (it is one of the most important means to figure out the success of the content that you have published especially on social media)
- Call to action – inquiries, leads, sales, etc (this is perhaps one of the most important factors when it comes to
e-commerce websites, the call to action determines how much success your product/service is receiving)
Once content is published, how do you promote it?
Just publishing content isn’t going to bring people in you need to market and promote your content properly in order to gain the best traction following are a few basic means of promoting –
- Hashtags – appropriate and accurately written hashtags will be a great mean of getting notices in the community
- Sharing the blog/article through various channels of social media updating people about your latest content and leading them to your blog/article will provide opportunities of promoting your new as well as old content
- Getting testimonies, reaching out to influencers and others in the industry getting your content noticed by them will provide a good amount of traction as long as they connect to your content.
What is your proofreading process?
The simplest techniques are by far one of the most efficient like –
- Reading out loud (this will help you notice mistakes which you may not have noticed earlier)
- Checking paragraph structures (people would be turned off by extremely long paragraphs and it is easier for people to take in information in smaller doses so make the structure easily understandable.
- Use spell-check (a lot of times basic mistakes go unnoticed that is why this is a very useful tool)
- Use applications like Grammarly, Hemingway, etc. (these help in finding the grammatical errors which makes it easier for you to proofread and avoid basic mistakes which will negatively affect your content)
How do you keep yourself motivated in the midst of cumbersome and repetitive work?
It is very easy to get lost in the monotony of the work you have sometimes so in order to avoid that you should –
- Evaluate your workload – create a checklist and try to get the most difficult tasks done first, because you’re not too tired or fatigued to deal with them when you’re just getting started. Try various strategies to finish it more efficiently.
- Set deadlines – being disciplined will help in getting in the mindset of finishing that repetitive work because you will be mentally prepared for it.
- Take Breaks – if you get stuck don’t hesitate to take a break to cool off a lot of times your mind just needs a change of pace to be able to continue working more efficiently.
- Improve your working environment – make the workspace you have feel more like your own, keep it clean, this will help to avoid feeling lethargic, play some music if that is something you like doing while working it will make the process flow more smoothly because you will be comfortable.
- Modify the order of tasks– changing the order of things here and them will make them feel less monotonous and keep you going to be able to finish all of it without it feeling like a routine.