Content marketing is one of the best ways to attract potential customers and build an authoritative voice in your sector. If you’re not producing content, you’re missing out on a huge opportunity which many businesses have already tapped into. However, while it might be popular, a content marketing strategy isn’t always successful – it has to be customised to fit your business needs and more importantly, it needs to appeal to the right audience.
To make sure your content is hitting the right spot, follow these seven steps to reach your target audience with your carefully written content:
- Measure the success of each piece
To properly evaluate your content, you have to learn what people engage with and what they don’t. This means experimenting with a range of content and writing styles to figure it out. But how exactly do you measure the success of content marketing? That depends on what your overall outcome is, but the success of an article is often measured by likes and shares on social media, clicks or views, comments, conversions and engagement.
- Resist the urge to sell your products
The whole point of content marketing is that it is inbound and deliberately not intrusive. A company blog or YouTube channel should have valuable content which informs and inspires – not sells. Let your advertising do the selling, and your content do the engaging.
- Make it accessible
If you want your content to be widely read, then it has to be accessible. This comes down to formatting, how images are used and the tone you have chosen. The easier your piece is to look at and read, the more people with bother to read it. Try to split up your content with subheadings and bullet points as one piece of bulky content is rarely appealing.
- Know what they are looking for
When it comes to drawing in your target audience, it’s important to ask yourself what they are likely to be looking for. Think about every aspect of your ideal customer’s lifestyle and make sure your content answers their questions or provides an interesting insight into something they’d be interested in.
- Be consistent
It’s important to be consistent to keep your target audience coming back. Once you have their attention, don’t lose it! Keep content coming regularly and make sure it stays within the same tone and writing/vlogging style. It’s also a good idea to entice regular readers by doing a blog series – maybe one every fortnight with a similar title or an ongoing piece of content with part one and part two.
- Secure an interview with a person of interest
Depending on your area of expertise or your company’s industry, this could take a little work. Find someone who your target audience will be interested in – it doesn’t have to be an A-list celebrity, it could be someone they haven’t heard of just yet. Interviews generate lots of clicks and tend to get shared a lot, so if you find the right person to interview this could be a great opportunity.
- Don’t forget about SEO
When trying to write quality content with a high value, it’s all too easy to forget about your keywords. While you should never stuff your content with keywords, you mustn’t forget about your SEO strategy which goes hand in hand with the content strategy. Introducing the right keywords into your content will increase your visibility when your target audience are searching the web.
Try these tips and you should see your content become a success with the right people.
Need help with your content marketing?