Content marketing is the use of any sort of content. For example, it could be a video or articles that get your message across to your users and hopefully, gets them to buy your services. It could be an article in your local newspaper. And it could be a Facebook and Instagram post.
But today’s challenge is that the internet is a very busy place and your business is up against a lot of competition to stand out. You need to find a way through if you want people to find you.
We’ve nailed down some dos and some don’ts for you to consider when creating your content strategy.
Do humanise your audience.
When you’re creating content, try to imagine the person that is going to get value from it. The more you think about a particular person and the problem you are trying to solve for them, the more likely it is that your content is going to resonate and add value. Readers are also more likely to become loyal to the content you create and to look for it the next time they’re seeking a solution.
Do get feedback.
There’s no better way to determine the type of content that your audience is looking for than by asking them. You could even carry out a couple of interviews with the people you’d like to reach to discover the sort of content they’re searching for and what sort of problems they would like a business like yours to solve. Once you have the answer, you can create the content that suits them best.
Do get topical.
When you’re creating content, audiences are really looking for information that’s fresh and that’s going to solve their problems. You can learn about these problems by researching customers’ needs and the latest trends. Our advice is to get topical and think about what’s happened in your space lately. Then… talk about it!
Don’t assume a one-size-fits-all approach.
Different members of your audience will enjoy consuming content in different ways. Some will enjoy a blog post or video, while others will like a long-form article or even a quiz of some kind. Think about the different ways you can present content to suit your different type of audiences, then give them that variety. This means you’ll be able to reach more people with your message and, hopefully, gain more clients.
Don’t expect instant success.
Content marketing isn’t necessarily going to be an overnight success. Accept that you might need to make strategic changes over time – and that’s OK. Experimenting can be fun and you can try different types of communication along with different platforms and ideas. Again, think about the information your clients might be looking for, get their feedback on the content that you’ve created, and just keep building more content across your platforms.
Don’t forget the Call to Action.
Every piece of content you create should drive your audience to take some form of action. At the end of the day, you might be trying to drive potential customers to your website, encouraging people to buy your product, or perhaps asking them to register for a free consultancy session. No matter what it is, make sure to remind them of that call to action at the end.
There you have our quick tips for how to make your content stand out. We hope you’ve found them helpful! Subscribe to our newsletter below to get more insights delivered straight to your inbox.
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