Content is a great way to get in front of the consumer and an excellent way to work to develop trust with them.

One of the biggest questions I get is:

How do I figure out what to make and how do I know if what I'm making is good?

Developing relevant content is all about paying attention to what people are asking for, what pains people are experiencing and listening to feedback from what you're currently producing.

Your content should not be centered around what you think is great or an incredibly technical piece of what you do, but what people actually need and what will help them to understand what you do and why what you produce is better.

To find out what people want you will:

Produce buyer personas where you ask about specific pains that your customers experienced before they bought from you, how they feel now and what makes them continue to purchase from you.
Listen to what people are saying when you post your current content and how they are reacting to it
Asking your current customers what they would like to see next

Once you get some of the ideas above finished you will compile all the information into a list of topics and ideas. Now you can use this list to produce content and to stay on track with the production.

I like to use trello to compile my list, but you can use anything from the note pad on your phones, to google docs to trello.

The key here is to have everything you need to produce or your ideas ready to go in a list. That list will then be compiled into a content calendar you can re-evaluate monthly to see what got the best response and what questions and new ideas you received based off of the content you put out.

Once you re-evaluate your content you make a new monthly calendar and so on and so forth every single month.

The ability to make exceptional content for your business really comes down to three things:

Listening and asking your customers what they want in several different ways. This can be in the form of surveys, directly asking in person or via a phone call and paying attention to what they say on social.
Being passionate about what you do. The reason this really helps is that you will have a constant flow of ideas to produce new content and being reactive on what the market wants is much easier if you can make it flow and work through it without having to think about what to do for hours.
Having a team that works off of and understands each other's strengths and weaknesses. Maybe some are good at video, some are good at writing and some are good at creating incredible photos. The key is that you should know and understand how to leverage each of their strengths to benefit the team overall. If you're alone, focus on what you're good and and crush that aspect. Don't waste time on what you can't do well.

Now get out there and make some amazing content that showcases the humanity behind your brand, is not always perfect and reacts to the way the market consumes your content.