Content production that turns followers into customers
The fact is: every company, every self-employed person, every corporate influencer who presents themselves online has to deal with content production. Regardless of whether you want to build a community, recruit talented employees or attract customers: Content is king.
But only if it is produced correctly. But what does content production actually mean and how do you reach your target group with your content? In this article, you will learn everything you need to know to create high-quality content.
What is content production?
Content production includes the planning, creation and publication of various content for digital and analogue platforms. This includes texts, photos, videos, graphics and audio formats that are specifically aimed at a particular target group. The process begins with the conceptualisation, where content is strategically adapted to topics, goals and channels.
An important component is the professional realisation of content to make it visually appealing and informative. For me as a personal brand photographer, content production is my daily bread and butter. Content production is crucial for my clients' brands as well as for my own. Attention is the currency of digital marketing. And nothing captures attention like good images and videos.
Short: Good content inspires and connects.
Why is content production important?
In principle, this is easy to answer: Because without content, social media profiles and websites are there, but empty. However, good content goes the extra mile from "filling the website" to "fulfilling the search intention of the target group".
In the 21st century, corporate communication to the outside world is mainly done via social media, blog articles and advertising campaigns. If you understand exactly where on the customer journey the potential customer consumes the content, you will also understand what it takes to move them a little further towards a purchase. It doesn't matter whether it's B2B or B2C.
Christian Weilert from Düsseldorf shows exactly how it's done. Since 2018, he has combined his passion for fashion with a special service: customised clothing for high-calibre customers. Personalised, flexible and perfect down to the last detail. Of course, this requires a special kind of communication: only a very specific target group is interested in customised clothing, and their wishes and dreams need to be taken into account during content production.
Formats at a glance
- Text-based content: blog articles, newsletters, website texts.
Great for imparting complex knowledge.
- Visual content: photo shoots (e.g. portraits, business photography).
Emphasise every post on social media that represents you and your brand.
- Moving images: videos for social media, interviews, explanatory videos.
Perfect for snackable content with a short attention span.
- Audio: Podcasts, voice-overs for reels and stories.
Here you present yourself and your knowledge to people who already know you and consolidate the basis of trust.
The content production process - step by step
Strategic planning: target group analysis, defining content goals, topic planning.
- Of course you know where your ideal customers live and how old they are. But do you also know what they want? What they dream about? What they are afraid of? Appeal to your target group emotionally. And you can only do that if you know them inside out.
- Define where the content should take you. Build a community, generate sales or attract employees?
- Start with a collection of topics that represent you and your brand. What are people missing that you can provide with your product or service?
Where is the reader in the process of becoming a buyer, community member or new employee? Pick people up right there with your content.
Content creation: writing, photography, filming - depending on the content format.
- Take your content list and divide your topic areas into 40 % top-funnel (topics that many people can identify with), 40 % mid-funnel (topics that emphasise your expert status) and 20 % low-funnel (topics that sell your offer).
- Then think about the best format for communicating the information. Caution: This differs from platform to platform!
Plan your content production firmly into your weekly calendar. It's a marathon, not a sprint. Be prepared to persevere.
Distribution: Publication on relevant channels.
- My tip from my own experience: stick to one channel and don't try to dance at all weddings at the same time. If one channel is doing well, you can start preparing the content from there for other platforms. Slideshows, videos, tweets and text posts can be used again and again.
- If you write SEO articles, you should of course post them on your other social media channels. But running Instagram, LinkedIn and your blog in parallel right from the start costs a lot of time, money and energy.
Also ask yourself: What does my target group want to see on the respective channel? Video or text? The differences are sometimes significant with the same target group!
Monitoring and optimisation: analysis and adaptation of content based on KPIs.
- You defined your goals right at the beginning. Where do you want to go with your content production? Now you can back up these goals with figures.
- Track how well what works and analyse why. Then repeat your best posts again and again with small changes.
- Take a look at your competitors. What number of likes, shares and views is realistic? Set your points so that you can track your success in a month based on these figures.
What does your sales campaign look like? If you send messages to pitch your offer, determine how many you send out per month.
Tips for successful content production
- Time management: Producing content in content batches.
- Professional support: collaboration with photographers, copywriters and marketing specialists. You don't have to do everything on your own!
- Tools for content planning: Trello, Notion or Canva help you to optimise processes, at least in part.
- SEO tip: Integration of relevant keywords and alt tags for images. Also for social media posts!
- Editorial plan. What should not happen: You are online and first have to think about what you want to post.
Christian Weilert is an example of successful online presentation: Customised clothing cries out for the highest quality presentation. This is evident not only in his Düsseldorf showroom, but also on his website. We captured the unique combination of craftsmanship and timeless elegance together in our brand shoot.
Every item of clothing - whether suit, shirt or leisurewear - is individually designed. We have emphasised this exclusivity in the pictures.
In addition to customised clothing, Christian now also offers a small, exclusive selection of ready-to-wear products.products such as knitwear, ties, braces and other stylish accessories.
Do you need help with content production?
I'll help you with images and videos that you can use for all your socials. After getting to know each other, we'll create a mood board together that will set the tone for the shoot. This will take place either on Mallorca or in Frankfurt - depending on what your personal brand requires.
During the shoot itself, I will coach you through the best poses. The focus is on having fun in front of the camera.
The number of images varies depending on the shooting package. The fact is that you get visuals that pick up your target group, create trust and pave the way for the transformation from follower to customer.
More from us
You can find more business pictures and advertising photos in our extensive Portfolio or on our Instagram page.
