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How-to-Tuesday: Create Engaging Content Based on Maslow's Hierarchy of Needs

  Publisher : Lynne   11 April 2023 12:00

Every content creator’s dream is that their work is valued by their audience, and why not? Valued content is what makes it relevant at the end of the day. So, what is it that makes content stand out and appeal to viewers? Maslow's hierarchy of needs is a useful framework for creating content that resonates with your target audience's fundamental needs and desires, whether you are an agency looking to partner up with new schools or a school looking to get more students. 

The hierarchy is typically depicted as a pyramid, with physiological needs at the base and self-actualization at the top. Here are some tips for creating content based on each level of the hierarchy:

Physiological Needs

This level encompasses basic human needs such as food, water, and shelter. To create content that resonates with this level, consider topics related to health, nutrition, fitness, and personal finance. If you are a school, you may want to highlight the local cuisine that your students may indulge in. Focus on being informative to satisfy the very basic questions that your clients will have, rather than pushing to sell.

Safety Needs

Here we get to the need for physical safety and security. Focus on how well taken care of your students are, the safety features offered at your school, or even highlight how equipped for emergencies your building is. If you are an agency it may be good to highlight any travel insurances that you work with and the guarantee and security that such service offers.

Social Needs

As the name implies, this is the need for social connection and belonging. Consider topics related to relationships and community-building. You can market your school as a way for students to explore and meet new people from all over the world and highlight your host families as a home away from home. You could also create a sense of community by using social media groups and the recently introduced Facebook community chats.

Esteem Needs

A very important need: that for self-esteem and recognition from others. Here you could consider topics related to personal growth, self-improvement, and career development. Aim your content to reflect the need to set and achieve goals or on how learning a new skill or a language can help build confidence. Otherwise, if you have students or colleagues who have been successful, show them off… we all love a post dedicated to us on socials! This could be done by international agents, schools, and service providers in international education. 

This hierarchy can be a great way to inspire new content ideas and we have loads of these! By creating content that speaks to each level of Maslow's hierarchy of needs, you can engage your audience on a deep, emotional level and build a strong connection with them. Instead of focusing on content that just showcases what you offer, focus on these individual needs and how your product or service can help them fulfill those needs. If you’re stuck and not sure where to start, send us a message and we’ll guide you :)!


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