With so much competition out there in almost every vertical when it comes to content, you might find yourself wondering how to stand out. More than that, even. How to resonate with the audience that will actually purchase your product or service.
There’s no magic ingredient, no special sauce. Just tried and tested fundamentals of digital marketing and a generous serving of elbow grease.
Here we talk through a few things to keep in mind if you want to produce content that engages your target audience.
Know your audience
You’d have to be unbelievably lucky to hit on precisely what your audience wants without really ‘knowing’ them first. Think lightning striking twice kind of lucky; two-time lottery winner kind of lucky.
So how do you ‘get to know’ your audience?
There’s no substitute for solid audience research and competitor analysis. It’s hard graft and needs to be reviewed regularly but it’s an essential if your content marketing strategy is to stand any chance of success.
Study their habits, discover their motivations, find out what makes them tick.
A lot of businesses start when an entrepreneur thinks of something they need that doesn’t yet exist. If you’re in that category then chances are your audience probably thinks a lot like you and you’ll find it easier. If you’re not, then it might be more difficult.
Either way, if you can unlock these secrets you should have everything you need to create winning content.
Test test test
Once you have some solid ideas there’s no shame in throwing them all at the wall and seeing what sticks. As haphazard as it sounds, digital marketing is quite often about playing the odds. You could spend months on keyword research and rack up huge consultant fees to find the sweet spot, or you could just use old fashioned trial and error to find what works in a couple of weeks.
In this effort testing is your friend. You should test each and every element (style, topic, media, structure for starters) and then keep testing until you have some reliable data insights.
Of course you’ll have to brush up on your analytical skills and ensure your analytics tools are set up correctly to record the data that matters to you. If you’re feeling a little rusty, there’s loads of great tutorials on YouTube you can check out.
Just remember throughout what your objectives are. There’s little value for instance in getting a high volume of traffic to an article on a topic unrelated to your product. A high bounce rate in this case should signal the issue and push you towards content that will help you achieve your business’s goals.
Use every tool at your disposal
There are plenty of great tools available for every size of business. Most are simple to use and make navigating the challenging digital landscape possible. Often one tool with several integrated features can do the work of four or five individual tools, giving you more time to focus on other business goals.
Every business leader should pick the tools that make the biggest impact.
With inflo.Ai you have a tool that can manage your content process from start to finish and help you hit your SEO objectives all in one.
Patience is key
The standards for success in search engine optimisation are high. In most verticals you’re competing against hundreds, if not thousands, of other businesses who want the top spots just as much as you do.
You can’t expect to start from scratch and go straight to number one on your most important keywords after just one or two great articles. It takes time and a whole lot of patience to build up the body of content and general site authority that allows you to win and maintain great organic search rankings.
Stick to your plan and focus on consistency. Forget about shortcuts and everything will fall into place from there.
Double down on what works
Once you’ve found the type and style of content that appeals to your audience, helps you increase your site visitors and, most importantly, leads directly or indirectly to sales you mustn’t hold back. Double down on what’s working and cut out the content that isn’t.
You’ll need to keep working hard to track trends in your audience’s buying habits, and pay attention to what your competitors are doing, but you should make hay while the sun shines. Google can be fickle; you don’t know how long your window of opportunity will remain open.