We all wish finding a target audience was as easy as identifying your niche market and then unloading your knowledge into a blog. But, as both the marketing and consumer worlds become increasingly sophisticated, it’s not just a game of knowledge and quantity, anymore.
Guiding users to your content can be seen as a fairly straightforward formula; however, it’s the execution that has proven the most difficult for many. As a method that opens up the doors for a company’s creativity, productivity and efficiency, fine-tuning one’s content marketing strategy should not be ignored. Let’s take a look at four easy ways to guide users to your content, and the reasons behind their importance.
Know your audience
I wouldn’t seek out Michael Jordan’s Twitter to learn about the newest advancements in AI, just like I wouldn’t automatically assume Bill Gates’ guest blog had the best tips on how to perform the perfect free throw. While it would be exciting to see heavy cross-pollination between the sports and tech worlds, the chances of this occurring are rare and only serves to distance both entities as thought leaders in their own respective industries.
We know we sound like a broken record when we say this, but it’s worth repeating: identifying buyer personas is critical when guiding users to your content. If you find yourself trying to talk to everyone while attempting to speak to everyone’s interests, your message will end up one of two ways: completely jumbled and confused or entirely too long. Point being, if you don’t narrow your focus, your content will produce an inverse effect and you’ll end up talking to no one at all.
Looking for help identifying your audience? Take a look at our Buyer Persona Tool.
Once you have a grasp on who your audience is and have narrowed down the persona you’re speaking to, you can begin the process of identifying the more refined needs of the consumer. (What kind of information are they seeking, why are they in search of this information, and what keywords are they identifying to be aligned with these needs?)
SEO is a phenomenal, data-based tool that aids in the acquisition of the targeted audience you seek. By embedding keywords and long-tail phrases into your content you can attract visitors to your website and keep them there to research your company’s value. Just like in any strategic marketing plan, the more time you can obtain from the consumer and the more quality conversations that can occur, the higher the odds are that you will engage with them in the sales funnel.
Don’t ignore the importance of social media dialects
At this point, you’ve done your due diligence by identifying the different personas that your company speaks to and the various social media platforms those personas gravitate towards. However, even as companies acknowledge these differences, we still see far too many accounts ignoring these truths, instead opting for a copy and paste methodology that only serves to magnify generic content across each platform.
One of the great appeals of the bevy of social tools out there is their ability to showcase authentic and genuine content versus their canned and generic counterparts. But, again, there’s not a one-size-fits-all equation; that would just be too easy! Let’s take a quick look at the differences between two popular applications, Facebook and Twitter.
According to HubSpot:
- The number of adults using Twitter is 24% compared to 70% on Facebook
- 81% of Millennials check Twitter at least once per day
- 74% of Twitter users utilize this platform for updates on world news
- People tend to check Facebook eight times/day compared to Twitter’s five
These statistics alone speak volumes for the case that if you choose to speak the Millennial dialect on Facebook, your message has a high likelihood to fall on deaf ears. And, the same goes for the inverse. If you want to bring users to your content, you need to speak their language, and if you want to keep them, you need to learn their social media dialect.
Grab a partner
Perhaps one of the most innovative ways to introduce visitors to your brand is through guest blogging. When partnering your brand with like-minded companies, you present your business with the ability to showcase where your values align. However, as open-minded and creative as this process might be, there’s still a delicate line to walk to ensure you’re not muddying any new territory.
If you choose to take this route, make sure you’re respecting the partnership and the host site and not taking advantage of the generosity of their platform. Unless it’s been exclusively agreed upon, try to avoid shameless self-promotion right out of the gate. If we’ve learned anything by now, we know users are attracted to transparency and vulnerability, not pride and ego. Once you’ve established yourself as an expert and have presented yourself as a non-threat to the host site, you can begin talking through your company’s brand and values. This will help the audience trust your motives as opposed to being completely put off as to why you’re even guest blogging in the first place.
No longer a game of quantity, content is a strategic element in your company’s marketing strategy that highlights your business’s penchant for quality, value, and trust. By learning how to utilize these details you will not only validate your expertise in your industry but increase your reach.
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