Reaching Your Audience Through Content

27February 2024

Content marketing is the process of creating and sharing valuable content to attract, engage, and delight customers. It’s a powerful way to build brand awareness, boost revenue, establish yourself as an industry leader, and more.

You can use tools like Buzzsumo to search for popular content in your niche. For example, OptinMonster readers really love how-to articles and lists.

1. Identify your target audience

While creating content that reaches an audience is essential, it is equally important to make sure your content is reaching the right readers. To do so, you must first identify your target audience.

A great place to start is by looking at your website traffic, social media following, and email newsletter subscribers. You can also use tools like Buzzsumo to help you find out what your audiences are interested in.

Once you have identified your target audience, it’s time to create a content strategy that will grab their attention and convert them into customers. This includes creating SMART goals and KPIs that you can track over time. These goals will be based on the type of content you’re producing and how it’s being promoted.

2. Create a content strategy

The content strategy is your game plan for creating and distributing content that aligns with your audience’s needs and business goals. Developing a content strategy can help you create a content marketing process that will generate leads, increase sales, and boost brand awareness.

For example, a blog post about the benefits of using a video-conferencing tool may include a link to a free demo that allows users to try out the product. Similarly, a blog post about best practices for writing a headline that grabs attention might include links to an analysis tool like CoSchedule’s headline analyzer.

Other types of content to consider are case studies, webinars, and podcasts. These types of content often provide more specific metrics than blog posts, including downloads and conversions.

3. Create content for each stage of the buyer’s journey

Whether you’re new to content marketing or have been working on it for years, it’s important to remember that the buyer’s journey is not linear. That’s why it’s so helpful to develop a content strategy with specific goals for each stage of the journey, allowing you to create and optimize assets that are most effective in moving prospects forward.

For example, buyers in the awareness stage will look for information on what their problem is and how to address it. At this stage, you can use content tactics like blog posts that answer common questions about your product or industry, videos showcasing the benefits of using your solution, and checklists or worksheets. These types of assets can drive conversions at the top of your funnel.

4. Create a content offer

A content offer is a piece of valuable content that your audience can access in exchange for their contact information. This could be a white paper, case study, ebook or other tool.

It’s important that your content offers solve a specific problem for your buyer personas and match to the stages of the buyers journey. Then, you can promote them via your social media channels and website re-marketing campaigns.

For example, Salesforce’s content offer is an ebook that teaches their audience how to create and execute a successful content marketing strategy. This fits perfectly with the consideration stage of the buyers journey as it provides actionable steps to take. This is a great way to attract new leads and customers. It also helps to build a strong community of advocates for your brand.

5. Promote your content

Ensure that your content is SEO friendly, leveraging keyword research and on-page optimization. This will help potential clients or customers find your content when searching for solutions to their problems.

Use targeted paid ads to get more eyes on your content. This will increase brand recall and cut through the noise of competitors’ content.

Maintain a consistent posting schedule. Whether it’s weekly blog posts, social media updates or email newsletters, consistency will keep your audience engaged and craving more.

Use visuals with your posts, such as images and videos. Studies show that visuals are more engaging than text alone and boost social media engagement. They also boost search engine rankings and encourage click-throughs. Use a tool like SEMRush to assess KPIs for search rank and traffic.

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