Content marketing is a fundamental part of creating an effective digital marketing strategy for your business. Putting out informative and engaging content, that is relevant to your business offering, is essential to creating an online presence for your brand that allows customers to easily find you. There are a few tips to get your content ranking higher on Google but the key to content marketing is being able to create the right content for your target audience so that the right customers will find you and make a purchase.
Sounds easy enough, right? Well, not really, and here’s why.
Very often the content that we put out there goes unnoticed and makes very little impact on your business, and the reason for this is the disconnect between the content creator and the intended target audience. An important part of being able to deliver a marketing message effectively is to know who you are delivering it to, and why.
Another reason much of the content out there falls flat in reaching the right audience is that getting to know the audience for your content is a complex process. Here we have broken down the process into five ways to help you better know your target audience:
One of the best ways to get to know your audience better is to develop a sense of empathy for the people you’re targeting your business at.
Like with most things, before you put pen to paper and begin to write your content, you’ve got to do your research first. Having a better understanding of the pain points of your audience, and what motivates their purchases, will put you on the right track to creating content that is helpful and impactful to them, and ultimately draws them to your website.
No matter who your target audience is, your readers are people with busy schedules that are coming online to seek help for certain situations. It is important to remember that your readers are real people with real problems and you ultimately want to create content that helps them.
Understanding your audience doesn’t just come naturally – if you want to truly learn about your target consumers then you’ve got to do your research. Conducting thorough market research will allow you to develop a comprehensive content marketing plan that is based on facts and not guesswork. For SEO marketers, this is important to come up with the best topics to talk about and help your customers.
Knowing who your audience is, and understanding their interests and pain points, will allow you to target the right people and help you say the right things. Failing to conduct market research on your target audience can cost your business significant time and money, by putting your efforts in the wrong place or by creating content that yields little results.
The true goal with content marketing is to truly engage your readers with what you have to say, and better yet you want them to remember what you had to say so they come back again.
A great way to get your audience to engage with your content and for it to be memorable for them is to get them to feel something when they read it. If you can get your readers to feel positive when reading your content then they will associate a positive emotional connection with your business. This should not only drive further engagement with your business but drive your audience to share your content with others, creating more exposure and ultimately reaching more of your target audience.
A great way to truly engage your audience with your content is to make use of local jargon or phrases. Consumers are more likely to engage with content that feels comfortable and familiar to them and is expressed in a way that they can easily understand and relate to. For instance, if you’re writing content for a target audience in the United States then it is a good idea to familiarize yourself with how they speak, and the spelling and grammar they use.
Creating localized content is especially important when coming up with keywords and topics that might mean different things for different audiences. For example, the word “jersey” in the United States refers to sports shirts, whereas in the United Kingdom a “jersey” is another word for “sweater.” Failing to localize your content could lead to some very confused potential customers.
Finally, the main goal of your marketing efforts is to turn your audience into paying customers for your business. Your content marketing strategy should, therefore, make use of call-to-actions that turn your leads into real conversions. Call-to-actions mean making use of word choices that push someone into making a purchasing decision, which aims to turn your readers into your customers.
Creating content that is engaging, helpful, and truly targeted for your audience, can take a lot of time and energy to get right. Before you can find success with content marketing you need to start from the beginning – know your audience. Connectica has a dedicated team of skillful content writers that work effortlessly to create content that is tailored to your business needs and audience. Give us a call today at 877-816-2259 if you want to talk about creating engaging content that turns more of your readers into paying customers.
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