I. Introduction

 Digital Content Creation Course

 

 

Value of Content & Content Marketing

In the digital space, content is information that creates value and leads to desirable action. 

Types of content include written, visual, and audio

Content marketing is a strategic approach to communicate valuable, relevant, consistent, and targeted information for your target audience.

We believe that growing your digital presence requires more than just having a website with a few images and written copy. You can create a digital experience for your ideal customer by creating valuable content through different platforms. Creating intentional content also allows you to create a meaningful connection with your target audience. This connection through content creates a relationship and trust that leads to desirable action. For example: A follow on Instagram, email inquiry, newsletter sign-up, purchase of your product and/or booking a session.


Types Content

VISUAL

Photos for Website

Digital and Print Look books

Videos

Instagram Photos & Videos

Graphics

Illustrations

& more.

WRITTEN

Website copy

Blog posts

Email Newsletters

Instagram captions

Slogans

& more.

AUDIO 

Videos, Podcasts, & more


Authentic Marketing

More than ever, consumers are inundated with a sea of saturated content online. This is not a digital bootcamp to produce 60 days worth of content in a weekend. Our approach is to authentically position your brand through content that is not sales-y or manipulative.

We strive to promote quality over quantity.

Authentic marketing is an organic approach to connect with community, client, or customer that is received as positive, genuine, and not deceiving.

With authentic marketing, you are building the trust and reputation of your brand.


Here are some examples of brands that have implemented authenticity in their marketing aligned with their conscious business intentions:

 

CARE / OF integrates a promise to be honest in an overly saturated wellness industry that commonly misguides people.

www.takecareof.com


THINX, a period-proof underwear brand, uses real and diverse models for their campaign shoots illustrating their mission to empower every body.

www.shethinx.com

Everlane’s Radical Transparency sheds light on the cost of production and ethical approach.

www.everlane.com


As the business owner, you have unique insight into your story, values and offerings (products or services). Part of authentic marketing involves connecting and creating an impact with your audience.

Authenticity in your branding and marketing when used with intention creates trust and relate-ability with your ideal client, customer, or community.

Positive Positioning is sharing your values and positive attributes as a business owner that connects with others.

These three examples of brands have beautifully illustrated positive positioning.

For any new business, it takes meaningful effort to stand-out from the noise to reach their ideal clients and customers. With a lot of companies offering the same product or service in all industries, the messaging through intentional content and marketing will set your brand apart.

In the NEXT MODULE ON BRAND DISCOVERY, you will define your brand intention to position your brand authentically.


Once you’ve defined your Brand Intention, Offerings, and Ideal Client/Customer/Community, you will learn the key to your content creation success.

The key to your success in elevating your digital presence through content creation is sharing intentional content, consistently building trust and an aligned relationship with your client or customer.

Creating intention visual and written content on your digital platforms act as your 24/7 store front and sales person.

Most importantly, one piece of content does not always lead to a purchase or booking.

On average, a customer will have at least 7 brand touchpoints before purchasing a product or booking a service.

A brand touchpoint is an interaction a potential client or consumer has with a brand. 

This is why it's so important to share content on different platforms while remaining rooted to your authentic brand essence and intention.

You will map out your authentic CONTENT STRATEGY in the third module.

NatureandIntent_CustomerClientPathway.jpg

NATURE AND INTENT

is authentic essence + purpose

We believe that your brand and business is a vehicle for creating value and a meaningful impact.

Sharing your unique brand intention, values, and brand story through content is more than a creative process.

To define your authentic brand essence, your purpose, and your offerings, it may come natural or take practice through inward inquiry.

In the next section, you will define your brand's intention as the foundation of your content creation. 


COURSE OUTLINE

 
 

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