Content marketing is essential for all organisations wanting to successfully attract an audience. Although it is just as important to have quality content that viewers can engage with.
Content marketing involves the creation of online material such as videos, blog posts, social media posts and podcasts, amongst others. You can read our blog post on Getting Started with Content Marketing for more info.
According to the Content Marketing Institute, 89% of B2B companies rely on creating content marketing to build their brand and attract their audience. Below are 5 tips for producing effective content:
Know your audience
It is important to understand what your target audiences are looking for and what they are interested in otherwise you won’t attract the right people. Take time to research the demographics of the people who have previously viewed your site or campaigns.
Determine your most successful campaigns and identify the type of people who responded to those; this can give you an idea of who your target audience are. It is also essential to make sure you know what channels they use in order to target them effectively.
Ask yourself these questions to get a better idea of your target audience:
- Who can benefit from my product or service?
- How old are they? Are they male or female?
- What’s their job title?
- How do they go about making a purchase decision? Do they do research? How do they do their research?
- What terms would they use to search for my product/service?
Produce informative content
Keep your audience updated about new services or products as well as opening hours and anything that is relative to your organization or industry.
Content should be valuable and helpful to the viewer. It should be able to teach them things or answer any questions they have. Content should be interesting to view, by keeping the technical jargon low and including facts or anecdotes. It is also essential for content to be relevant to either your industry or organization so that it targets the right audience.
Producing educational content such as ‘How to’ guides or ‘Top 10’ lists can provide viewers with information that they find useful and informative, which can also ensure you to rank highly with Google.
Publish content regularly
Publishing content frequently will keep your audience engaged. It is important to keep your viewers up to date with your organization by producing content on a regular basis.
It can seem difficult to create new content repeatedly, if you are unable to provide original content, you can also share content from reputable and industry-relevant sources or re-use some of your most successful content in the mean time.
If you have an online blog but you do not post on it regularly then you probably won’t get many readers or new customers so it is vital to keep consistent with posting.
Engage your audience
In order to attract your audience you have to engage with them within your content. Interact with your followers via live video and encourage comments and connect on a one-on-one basis with your audience.
Accompanying text with an illustration can effectively catch the viewer’s attention and will engage them with your content. It is vital to keep templates and imagery similar throughout all campaigns to help maintain brand consistency and brand recognition for viewers.
Visual content, including GIFs, videos and images, are especially effective in social media campaigns as little text can be displayed.
Measure the results
It is extremely important to monitor the engagement and impressions of your content. To ensure a specific piece of content or a campaign was successful it is essential that you track and make note of the analytics.
For example, content promoted on social media can be tracked using Twitter Analytics or Facebook Insights, which shows the levels of engagements, impressions and clicks.
Google Analytics is also good for tracking content on your website, such as blog posts. Here you can see the traffic source, number of clicks and the user behaviour. Read our blog post on Useful Google Analytics Reports.
At Star Digital, we offer a range of content marketing services, for more information call our friendly team on 01604 696385 or email firstname.lastname@example.org.