How Effective Is Your Content Marketing?
If you’re not where you want to be, now is a great time to make changes. Here are a few proven ways you can improve your content marketing.
Know Your Audience
How well do you know your audience or the audience you want to attract? Many content marketers use personas, web analysis, or feedback from sales teams. However, one of the best ways to understand your audience is to talk to them. Create opportunities to go directly to your customers, and you will create great content.
Write About Them Not You
You want your audience to know how great you are, and it’s tempting to start with your brand messaging. But that’s not why they’re reading your content. They care about how you can transform their lives. How can you help them? Always start with how you will meet their needs.
Customers don’t walk a straight line to buying. They direct their journey. When creating content, think about their process when looking at a problem, considering a solution, making a purchase, or coming back for more.
Many content marketers rely heavily on email marketing to nurture their audiences. While email can be effective, it’s essential to respect the inbox. Who hasn’t expressed frustration with receiving “too much” email? You don’t need to abandon email. However, you can also develop relationships with your audience in other ways.
- Create community – use Facebook groups, online forums, and LinkedIn engagement
- Host in-person events – meeting people face-to-face goes a long way
- Experiment with other channels – SMS anyone?
- Create compelling and relevant CTAs for your content
People want to work with people they trust, and they’re more likely to recommend businesses they trust. Follow these steps, and you will build trust with your customers and prospects.
- Avoid asking for something before proving the value.
- Be consistent and deliver reliable content regularly over time.
- Get personal and use reliable information the visitor has willingly given.
- Be cumulative. Build on what came before.
To improve and maintain a strong content marketing program, focus on creating high-quality content. Build relationships that help you understand and connect with your audience. Great content combined with well-thought-out strategy and distribution will lead to genuine connection, consistent engagement, and excellent results.
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