It’s All About Knowing Your Audience
As technology speeds into the future, you may wonder if you’ve just watched it whiz past you. You ask yourself if you’re keeping up, and if your content marketing is relevant for today’s audiences. It’s a fast pace, and you probably feel a bit of a scramble now and then to keep your content fresh.
While every marketing strategy may have to play catch-up now and then, here are a few areas you can work on to ensure your efforts are keeping up with the current pace:
Start with data: The foundation of every great marketing strategy is audience data. If you can’t pinpoint a few buyer personas that you’re producing content for, your content will be too broad. Spend some time getting to know your audience, utilizing the (free!) tools on Google Analytics and on social media sites. Identify their pain points, their interests and common challenges in their jobs. Find out which platforms they spend time exploring when they tend to be there and the types of content they’re consuming.
Keep an eye on tech: From artificial intelligence, chatbots and social media algorithms, things are in a constant state of change. Sometimes it’s appropriate to wait to see what sticks, but when it comes to algorithms for social media or Google, you need to stay current.
Prioritize quality: There’s a lot of content out there, and if you’ve got the attention of a member of your target audience, don’t make the mistake of wasting their time. They’re guaranteed not to give you a second opportunity. Make sure your content solves a problem, discusses a compelling topic or answers a question. It’s not a time for product promotion or even brand promotion.
Say what they want to hear: In other words, don’t focus on what you want to say. You may have a lot of topics you love to talk about and you think they would make great content. This is a common mistake in content marketing. Think instead about what your audience wants to read about; it’s not likely to be the same things that get you fired up or excited because you’re in a different role. Think about what they’re interested in and what adds value for them.