Content is one great asset for brands in the digital world but not every customer and target audience responds well to the same content. The most important thing to successfully connect with audiences is to present valuable content that the audience will find relevant or entertaining.
Marketers will see that the content gets lost in the content glut if they fail to understand correctly their segments, what kind of content they are interested in, along with which channels they prefer.
The first thing to do is to get to know your target audience. After all, how can you begin creating content when you do not know their interests and needs?
It is often said that great content tends to naturally attract an audience and it is completely true. However, this does not a guarantee that it will be the audience for your brand. Once you define who your real audience is, you will be able to focus on creating the right content and establish your brand as an authority in your industry.
When it comes to content, you want to have a very clear description and understanding of each of the target audiences you are pursuing. Having detailed personas will help determine how able you are to align the content to create audiences motivations.
Those are some important details to consider when constructing your persona:
- Do they work? What do they do during the journey?
- What activities do they enjoy outside work? How much do they invest in entertainment?
- How much of their disposable income do they spend on themselves? What do they spend it on?
- What sort of solutions are they looking for? What value will they get from your product or service?
You can also use tools such as Google Analytics and Facebook Insights to collect data about your audience and its interests. From here, you can determine the topics your audiences have in common.
Once you have identified your personas, you can start mapping your content, you will be able to know why your content exists, who will read it and what purpose it will serve. This step is about designing the content for your personas of interest.
While creating content, marketers need to ensure the content will truly be useful for the audience. Shares, clicks and page views matter but the ultimate goal is to be a trusted resource for readers.
Keep in mind the content core, which involves what you do (at the center) and what your audience cares about. Instead of just writing about your product or service, make sure to do it in an engaging way and present other topics that will be useful for your audience.
Finally, it is always important to monitor your content. With Google Analytics, you will be able to track your best and worst posts for each week or month. This way, you can keep track of the preferred topics.
