Content creation is part of the process of delighting your audience with topics that appeal to your buyer personas. Your content doesn't have to be written; it can also be video or audio. Your content has served its purpose as long as it delights your audience.
You might feel as though you shouldn't be spending long on your content because, at the end of the day, you're going to be giving it away for free. But let's think of it in another way.
You're not giving away content; you're giving away an insight into your business.
Whether you're creating videos of your experiences, or putting together blogs talking about how to create content, you're showing what it's like to use your services.
We believe the two best forms of content for activity centres are video and social media, so we'll use this post to focus on these.
Video content
When was the last time you were on TikTok, just scrolling through to relax and unwind? Or when was the last time you wasted an afternoon watching videos on Facebook? Now imagine how many other people waste time in the same way after work (or during, we won't tell); all of these people have the chance to come across your video.
But why should your activity centre use video content?
A recent report by Wyzowl has found that, on average, people watch 17 hours of online video content per week, with 89% of people saying that watching a video convinced them to buy a product or service.
Don't forget that people also like to send videos to one another, with 51% of people more likely to share videos than other types of content. Think of the increased reach this would give you.
What videos should you be creating?
There's no right or wrong answer, but we recommend using demos and use cases.
We can't think of a better way of showing people what your centre has to offer than, well, literally showing them.
Do you have a new obstacle course, or rollercoaster? Why not show your audience what they're missing out on by not coming to you? Do a series of live-action videos showing what you offer, coupled with reaction footage of guests' faces as they're taking part.
Most importantly, show that you're a fun place to be. No one wants to go to a boring activity centre.
Social media content
Social media content can be as simple, or as complex, as you need it to be. Anything from a simple caption to a major campaign that fits into other marketing you have going on.
Social media content creation can include written content, photography, graphics and videos, each tailored to the specific channel it will be posted on. Each channel will have its own requirements in terms of content length, image sizes and video lengths. So you really do have to change it based on each channel.
Before posting content on social media, we recommend doing research to find out what kind of content resonates with your audience.
Think about keeping an eye on trending topics and hashtags based around your services. After all, if you don't know what's getting people talking, your voice could be lost among the crowd.
But what should I post about?
There's no right or wrong answer here.
Once you've researched, it's time to start putting your ideas together into a coherent campaign. This is the time when it's impossible to have a bad idea.
Every member of your team will have a unique experience and perspective that they can bring to the table. If you can curate these ideas, you can create some truly unique and amazing ideas.
This is also when you should consider whether you need to outsource any of the content creation. If an idea is put forward that you really want to use, but you don't have the resources available to follow someone with a drone while they take part in an activity, for example, then you need to start looking for outsourcing solutions.
When should I post?
This depends on when your audience is active and when you're most likely to get the type of engagement you want. Or in short, there's no right or wrong answer.
However, if you're posting for a specific campaign, for example, a bank holiday weekend, then make sure you don't post the week after.
If you're struggling to post your content in a coherent way, then use a content calendar. Put all of your content in there and find a way for it to make sense in the grand scheme of your marketing.
Once you've been posting for a while, start to analyse your results to see what's working and what's not. Remember, social media isn't static, it's constantly evolving, and you need to find a way to keep up with it.
