The seemingly endless amount of content we all face every day poses a great challenge to marketers and content creators, who must cut through all that noise to get their message heard.
SPH Media’s Head of Content Marketing and Lifestyle Media, Phin Wong — who was recently named Content Leader of the Year at the prestigious International Drum Awards — joined Emaad Akhtar & Audrey Siek on MONEY FM 89.3’s Morning Shot to talk about his approach when creating content.
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LISTEN TO THE FULL INTERVIEW HERE Morning Shot: "Don't be corporate on social media!" |
1. Know your audience
Start by understanding who your audience is – then be authentic, relatable, and know what your audience cares about.
“The mistake that most people make is that their starting point is themselves,” said Phin.
Instead, find out what your audience is interested in, and then figure out what you or your client has to say about it.
He explained: “When my team and I start brainstorming for client campaigns, we always start with: ‘Who is the audience? What are they interested in? What do they care about and what does our client have to say about it? How can our client help them?’ So that's how we start. Authenticity, relatability, and what does the audience actually care about.”
2. Talk to your audience, not at them
How does your audience want to receive information? And remember your platform – audiences might need to be entertained on social media.
One example was a custom content campaign for Singlife, talking about insurance for NSmen. But NSmen hardly want to talk about insurance. So Content Lab started with what the audience was interested in instead: Life in NS. The campaign tapped on local comedians for a good dose of humour and relatability with the audience, before naturally weaving in the client’s product.
3. Strategy first, before content creation
In an era where the audience has more options than ever for content, it’s even more important that we all take a step back and focus on the strategy.
Understanding the target audience and nailing the strategy takes time – and talent.
Phin elaborates, “I want to further build on our capabilities and focus on people who understand content, instead of what tools or tech to onboard for content creation.”
And the beauty of getting that right is that it will naturally inform the type of content and format, before actually diving into the process of content creation.
It can even help you figure out which platform to fine-tune your focus on, instead of trying to achieve everything.
Bonus tip
This 2024, he encourages clients to have some fun, take some risks, and be a little different.
“There's too much saturation of the same kind of content out there right now, so let's have fun with it,” Phin concludes.
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