8 things to think about before creating assets for content

1. Content Creation

Planning who your content is for is one of the most important factors. It is not about what you think your users want to see, it's about what your users respond well to.

How have they reacted to your content, products or campaign in the past?

What can be improved upon?

Are they new or loyal customers or followers? How will you treat them personally?

Engage and ask your audience questions to get to know them better.

2. Usage timeline

How long will you run your campaign for?

Is it a long term running piece or a short term content idea?

If you are planning to run your content for a long time, think of ways you can keep your design fresh. Design 2-3 variations of assets to keep your users engaged with a fresh look every time.

3. Visibility

Keep your design assets consistent across all channels. Having the same design run across , social, website and all of your other channels acts as a cohesive identifier for your customer.

Keep your message in simple heirachy

• brand logo

• brand message (1-2 lines max )

• marketing message (2-3 lines max )

• large short call to action

• strong image

4. Storytelling

If you run your campaign over a period of time you could start of with one story that evolves. This creates excitement, leaving you audience anticipating more.

Perhaps you will start with a teaser followed by a countdown followed by a launch and a limited time offer.

5. Imagery and copy

Pick 2-3 images or video content to keep the content fresh for your story.

Have 2-3 variations of your copy to keep your user wanting more

6. Brand Alignment

Think of your brand principles, how will your reiterate that in your story telling.

If your campaign will run over a long period of time how can you create anticipation, interaction and engagement.

Double check that your imagery and tone of voice aligns.

7. Launching

Whether you have a tight turnaround time or not a top tip is to work your way backwards. Pick a date you want to launch and think about all of the things you need to do before you get there. Allocate time for things like web development, the design time & photography. Give yourself a realistic timeline to work your way backwards from. Prioritise your content in order of importance to make sure you don't overwhelm yourself.

7. Budgeting

Align your budget to your expectations.

List all of the assets, copy , service and overheads that you require and prioritise what you can and cannot do. Perhaps you could launch in stages to meet budget limitations