Passed on 7 April, 2025
3. Creating digital content
In this lesson, we’ll learn how to write good quality content and how to tailor it to your audience.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Create content with your target audience in mind.Understand and apply best practices for creating content.
Learning objectives
By the end of this lesson, you’ll be able to:
Create content with your target audience in mind.
Understand and apply best practices for creating content.
Know your audience
Keep the customer persona you created in the previous module nearby. You’ll need it for this lesson.
What do we mean by content?
When we refer to writing content or content creation, some people may think about blog posts, articles, and web pages. However, content writing and content creation can also include scripts for videos, outlines for podcast episodes, memes, infographics, emails, and more.
Creating content for your audience
Great content campaigns are based on understanding who you’re writing for. By researching your audience and segmenting them into groups, you can create specific content that excites, entertains, and engages them.Let’s find out more.
Let’s find out more.
Let’s find out more.
Identify preferences
Understanding audience preferences can help you target content for that specific group of people. So, if you want to launch a new dog gadget, and your website analytics show young men are statistically more interested in dog gadgets, you should target your content in this group.
Learn about habits and behaviours
Your audience’s behaviour can help you refine your marketing approach. Consider what social media they use, which accounts they follow, and what they do in their free time. People who enjoy visual content, like social media, may prefer a different approach from those who prefer to read longer forms of content, such as articles or guides. All this information can help create tailored content.
Keep pain points in mind
Consider your customers’ challenges or pain points, and tailor your content to these insights. The more you know about your audience, the easier it will be to engage them on a personal level. For a dog walking business, customer pain points could include a lack of time, bad weather, or simply wanting to keep their pet happy.
Use analytics
There are free tools online that can help you get insights into what people search for. You can also use analytics features on social media to find out about audience demographics and behaviours. Experiment with different tools and compare results to get a more complete picture of who your audience is, and how they behave online.For some suggested tools, check out theHelpful resourcesmodule. We'll also explore analytics in more detail in the next module.
For some suggested tools, check out theHelpful resourcesmodule. We'll also explore analytics in more detail in the next module.
For some suggested tools, check out theHelpful resourcesmodule. We'll also explore analytics in more detail in the next module.
Keep experimenting
Experiment with different formats to find the best types of content for your audience, and adjust your approach based on the data you capture each time.
✅ ActivityUse your customer persona to help you complete the steps below. Add new information to the persona if you need to.Check the items off as you go.What types of content do your customers prefer and where do they access them?What customer pain points does your product or service solve?How do your customers’ preferences for content types and digital channels align with the plan you made in the previous lesson? Take the time to make any updates you need to make.
Activity
Use your customer persona to help you complete the steps below. Add new information to the persona if you need to.
What types of content do your customers prefer and where do they access them?
What customer pain points does your product or service solve?
How do your customers’ preferences for content types and digital channels align with the plan you made in the previous lesson? Take the time to make any updates you need to make.
Creating great content
Creating great content is much more than just writing well. Let’s find out more.
The ingredients of content success
The key to success is creating a content marketing campaign that accomplishes three things:Answers your audience’s questionsProvides something of valueKeeps the audience engaged and wanting moreLet’s learn more about achieving these three things for the types of content you want to create.
Answers your audience’s questionsProvides something of valueKeeps the audience engaged and wanting moreLet’s learn more about achieving these three things for the types of content you want to create.
Answers your audience’s questions
Provides something of value
Keeps the audience engaged and wanting more
Let’s learn more about achieving these three things for the types of content you want to create.
Connect content to your business
In theDigital marketing strategymodule, you learned about the importance of identifying where your brand sits amongst competitors. The content you create should clearly communicate this position to your audience, helping them understand what sets you apart.Let’s find out how you can do this.
Let’s find out how you can do this.
Let’s find out how you can do this.
Keep a consistent brand identity, including images, colours, and tone of voice.
Ensure your content reflects your mission and values to foster trust.
Target your content so it connects with your audience and supports your goals.
Regularly highlight your unique selling points (USPs) and the benefits of your products or services, and show how they address your customers’ pain points.
✅ ActivityA clear and recognisable tone of voice will help to establish a relationship with your audience and differentiate you from competitors. By having a consistent writing style, when readers read your content, they immediately associate your brand or business voice with it.For this activity, you can focus on your own business or one you’re familiar with.Check the items off as you go.Think about the products and services. List three words that describe them, e.g., helpful, innovative, essential.Now, consider your values, mission, and vision. List three words that summarise them, e.g., sensible, eco-friendly, and rebellious.Imagine your ideal customer. List three words that convey what they’re like, e.g., bubbly, excitable, or intellectual.Based on the words you’ve listed so far, write down the attributes you want readers to associate with your brand, e.g., honest, creative, and ethical.
Activity
A clear and recognisable tone of voice will help to establish a relationship with your audience and differentiate you from competitors. By having a consistent writing style, when readers read your content, they immediately associate your brand or business voice with it.For this activity, you can focus on your own business or one you’re familiar with.
For this activity, you can focus on your own business or one you’re familiar with.
For this activity, you can focus on your own business or one you’re familiar with.
Think about the products and services. List three words that describe them, e.g., helpful, innovative, essential.
Now, consider your values, mission, and vision. List three words that summarise them, e.g., sensible, eco-friendly, and rebellious.
Imagine your ideal customer. List three words that convey what they’re like, e.g., bubbly, excitable, or intellectual.
Based on the words you’ve listed so far, write down the attributes you want readers to associate with your brand, e.g., honest, creative, and ethical.
Brand guidelines
Established businesses often have brand guidelines. The guidelines contain everything you need to know to create on-brand content. They could include:Brand attributes e.g., honest, creative, and ethicalBrand mission and valuesTone of voice, e.g., playful and informativeParticular ways to describe products and servicesSpecific colours that can be usedPreferred types of images, e.g., illustrations or photographySpecific fonts and font sizes that can be usedExamples of content that demonstrates best practiceHaving brand guidelines saves time, protects your brand’s identity, and ensures your content has a cohesive, professional look that customers trust.As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
Brand attributes e.g., honest, creative, and ethicalBrand mission and valuesTone of voice, e.g., playful and informativeParticular ways to describe products and servicesSpecific colours that can be usedPreferred types of images, e.g., illustrations or photographySpecific fonts and font sizes that can be usedExamples of content that demonstrates best practiceHaving brand guidelines saves time, protects your brand’s identity, and ensures your content has a cohesive, professional look that customers trust.As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
Brand attributes e.g., honest, creative, and ethical
Brand mission and values
Tone of voice, e.g., playful and informative
Particular ways to describe products and services
Specific colours that can be used
Preferred types of images, e.g., illustrations or photography
Specific fonts and font sizes that can be used
Examples of content that demonstrates best practice
Having brand guidelines saves time, protects your brand’s identity, and ensures your content has a cohesive, professional look that customers trust.As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
Having brand guidelines saves time, protects your brand’s identity, and ensures your content has a cohesive, professional look that customers trust.As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
As your brand develops, record your own guidelines. They will be helpful for you, and other employees, to use when creating content.If you don’t have brand guidelines already, you can use a search engine to find examples online.
If you don’t have brand guidelines already, you can use a search engine to find examples online.
If you don’t have brand guidelines already, you can use a search engine to find examples online.
How AI can help
AI makes it easier to create and manage brand guidelines. You can even create your own AI assistant by giving it clear instructions, so it acts like an expert tailored to your needs.Use an AI assistant to help define your brand’s style, tone, and lookAI can help you draft content that matches your brandRun your work through AI to ensure it fits your brandAI can suggest colours, fonts, and designsIt’s important to remember that human review is needed.
Use an AI assistant to help define your brand’s style, tone, and lookAI can help you draft content that matches your brandRun your work through AI to ensure it fits your brandAI can suggest colours, fonts, and designsIt’s important to remember that human review is needed.
Run your work through AI to ensure it fits your brand
AI can suggest colours, fonts, and designs
It’s important to remember that human review is needed.
It’s important to remember that human review is needed.
Writing top tips
Boost your potential reach and strengthen your presence online by considering these pointers when creating content.
Write for an online audience
Reading habits differ online and offline, influenced by style, length, and structure. Online readers, overwhelmed with information, tend to prefer short, concise content. Content type also affects length and style — some formats need brief summaries, while others benefit from detail.
Grab your audience’s attention
Hook your readers with a strong opening that sets clear expectations. A great hook draws people in — try a question like ‘Are you up to date with puppy fashion?’ or a stat like ‘60% of people say owning a dog makes them happier.’
Remember who your customer is
Keep your target audience in mind as you write, focusing on how you can meet their needs or solve a problem. Showcase the value of what you’re offering by framing your content from their perspective and telling a story that connects them to your products. By highlighting how your offerings make a difference, your content becomes more engaging and meaningful.
Don’t overcomplicate things
Prioritise natural, friendly language. In most cases you want to avoid technical jargon, business speak, and stock responses. Explain your products and services in everyday language.
Encourage your audience to take action
At the end of your content, incorporate a ‘call to action’, or CTA. CTAs are short statements designed to entice a reader to take a specific action, so you should make them as creative and persuasive as possible. It could be ‘start now’ or ‘sign up today’. Tailor your CTA to your strategy, and make sure it helps you achieve your objectives.
Example: A sustainable water bottle company
Here’s how a sustainable water bottle company might use these tips:Audience: Eco-conscious consumersChannel: Instagram or TikTok for visual impact‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
Audience: Eco-conscious consumersChannel: Instagram or TikTok for visual impact‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
Audience: Eco-conscious consumersChannel: Instagram or TikTok for visual impact‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
Channel: Instagram or TikTok for visual impact‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
‘Did you know using a reusable water bottle can save 167 plastic bottles a year? This eco-friendly bottle is durable, stylish, and sustainable. Ready to make a change? Order today and join the movement for a greener future!’
✅ ActivityNow you know a little bit more about what makes good content, let’s put that into practice.Check the items off as you go.Find a piece of content online that really grabs your attention. This could be from social media, blog posts, videos, websites, or any other digital channel.For each piece of content, try to identify the features explained in the ‘Writing top tips’ above.Make a note of anything else you find that stands out to you, such as the type of images used, a unique style of writing, or an unusual or unexpected topic.Choose one of the pieces of content. Use the format to help you create content for your own business. Remember your audience, your tone of voice, and the top tips.
Activity
Now you know a little bit more about what makes good content, let’s put that into practice.
Find a piece of content online that really grabs your attention. This could be from social media, blog posts, videos, websites, or any other digital channel.
For each piece of content, try to identify the features explained in the ‘Writing top tips’ above.
Make a note of anything else you find that stands out to you, such as the type of images used, a unique style of writing, or an unusual or unexpected topic.
Choose one of the pieces of content. Use the format to help you create content for your own business. Remember your audience, your tone of voice, and the top tips.
Download PDF
Download PDF
Your content, faster
Don’t let the task of creating content overwhelm you. Let’s find out how to speed up the content creation process.
Get help online
Regular content creation across digital channels can seem daunting. However, there are plenty of tools and methods which can help make it easier, and faster. Let’s take a look at a few of them.
Find online templates
An online search can surface different types of templates you can use, many of them free. There are templates for most types of content, from social media posts, blogs, and infographics, to videos, website pages, and even content marketing plans.
Ask AI
There are many different AI assistants and tools online which can help with content creation. They can help you generate ideas, written content, images, and videos, and edit them, too. We’ll cover more about how AI can help and potential ethical and legal considerations in the lessonsUsing AIandEthics and legal responsibilities.
Know your competitors
Find out what topics your competitors cover, and, if you’re able to, assess which digital channels, formats, and content topics perform the best. As you research, keep a list of potential topics, mediums, and formats, and refer back to it when it’s time to ideate new content.We’ll cover more about this in the lessonsEthics and legal responsibilitiesandCreating a content calendar.
We’ll cover more about this in the lessonsEthics and legal responsibilitiesandCreating a content calendar.
We’ll cover more about this in the lessonsEthics and legal responsibilitiesandCreating a content calendar.
Pay a professional
Depending on your budget, you may be able to invest in professional help. There are agencies and freelancers who specialise in creating effective marketing content for businesses, whether you need support with some or all of the aspects of your campaign.
Check your knowledge
It's time for you to check and reflect on what you've learned so far.
Question 1 of 2
Friedrich, an interior designer, has decided to create blog posts and share them on social media to promote his new business. He’s made a list of all of the things he should remember when writing – however, not all points on his list are correct. Can you help him identify the points that are correct on this list?
True
correct
True
correct
True
incorrect
False
correct
False
correct
Show Answer
Show Answer
Almost.Friedrich should remember to focus on his target audience and find a consistent style and tone of voice. He should always aim for quality writing over quantity, and remember to open each blog post with an engaging hook.
Question 2 of 2
Izumi is drafting a description for the About Us page of their bakery website. Which do you think works best?
Love cake? So do we. Here at Knead to Know Bakery we have a passion and reputation for creating the most delicious cookies, cakes and bread.
Our business is driven by our vision and objective - to commit to sustainable, local produce that engages with and builds community spirit.
We are the best bakers in town. Just like that!
Submit
Submit
Yes.Izumi needs to write in a tone that’s confident, but not intimidating. For their business, everyday language would be suitable, but it may not be appropriate for businesses such as law firms. The tone Izumi uses should tell the story of the business and what it offers.
Izumi needs to write in a tone that’s confident, but not intimidating. For their business, everyday language would be suitable, but it may not be appropriate for businesses such as law firms. The tone Izumi uses should tell the story of the business and what it offers.
Lesson complete
You now know more about creating great quality content that answers your audience’s questions, provides something of value, and keeps them engaged and wanting more.Head to the next lesson to discover more about using AI to create content.
Head to the next lesson to discover more about using AI to create content.
Head to the next lesson to discover more about using AI to create content.