Attracting an audience is no longer about just telling people what your business offers and how it benefits them. It’s much more complex than that. You need to be able to connect with your audience on a deeper level through telling a story that captivates them and conveys a message about your brand.
Your audience need to not only feel like your products or services are beneficial to them. They need to feel a special connection with your brand that makes them want to engage and transact with your business.
Here is a list of five important things you need to consider when creating the right content that will attract and speak to your target audience.
Determine Your Audience
The first and most important step of content marketing is determining who your target audience is. Is your audience young women between the ages of 18-35 or SME owners? Knowing this critical information will enable you to plan what kind of content you’re going to publish, the kind of language that will resonate with your audience and what channels are the best for your content. You’re able to create the best content because you know exactly who you’re directing it to.
Know Consumer Behaviours and Interests
Once you’ve determined your target audience, the next step is to find out what their behaviours and interests are. You need to know their needs and wants, what kind of lifestyle they live, the kind of things they’re interested in, how they engage with your social media or website, and so on. This information is gotten through analytics and it will help you create the best content for your target audience and get them to connect and identify with your brand and what you’re selling.
Tell A Captivating Story
Content marketing is not just about putting out engaging, relevant or valuable content that attracts your target audience or gets them to like your brand. You must be able to tell a story that captivates your audience and elicits feelings and emotions in them that make them feel a connection to your brand. Your story should be centered around a theme or issue that directly relates to your brand and it must be a unique story that makes you stand out from your competitors. If you can tell a great story, you can get people to listen and want to hear more about your brand.
Communicate Your Brand’s Positioning
With the content you put out to the public, you must ensure that it effectively communicates your brand’s positioning to your target audience. Your brand positioning is how you want your brand to come across to consumers. It details the value your business provides to consumers and serves to occupy a unique position in the market that differentiates you from your competitors. Your content should let consumers know what your brand is about and how it stands out from the rest of the market.
Tailor Your Content To Your Marketing Channels
The type of content, down to the language you use is also determined by the channel through which you’re pushing out your content. Therefore, when creating content, this a major factor you have to take into consideration as it can make or break your marketing goals. Let’s break this down further. If you’re using Twitter as your content marketing channel, you want to create content that is entertaining, concise but engaging and takes advantage of trending topics or issues. Content for Linkedin on the other hand will be professional and serve to position you as an authority on a subject or field.
Content marketing is all about connecting with your target audience and driving your brand image. Once you’ve perfected your content strategy, there’s no limit to how far your content can take you when it comes to achieving your marketing goals.