Regardless of your personal take on the subject, content marketing is a beast of a marketing tool that isn’t going anywhere. Sure, it takes a long time and yes, it has a habit of costing a fortune, but at the same time it’s one of the few types of marketing that genuinely has a long-term value.
Of course in any and all cases, delivering relevant and personalised content can be tricky. Nevertheless, there are various ways and means by which you can make it happen and reap the benefits of doing so – here is a quick look at just a few tips from the experts:
1 – Know your audience
When it comes to determining who your audience actually is, evidence suggests it’s better to be somewhat more narrow-focused than to cast your net too widely. It’s a case of not just knowing who your user is, but also where they are, what they want and how they interact with online content. It’s basically a process of creating a blueprint of what you need to be doing from their perspective.
2 – Engagement matters
The way in which online communities appear from nowhere and suddenly explode into the biggest things in the history of history pretty clearly illustrates the power of engagement. If you’re willing to get involved in communities of those relevant to what it is you do, chances are you’ll find yourself providing personalised and relevant content somewhat instinctively and automatically.
3 – Reference… where relevant
One of the best ways of immediately gaining credibility and authority among any given audience is to reference something that resonates with them. If for example it’s pretty clear that your target demographic is obsessed with one particular type of music, mentioning a relevant band or two from time to time could certainly curry some favour.
4 – Ditch the jargon
You might also want to think about investing as much effort as necessary in producing content that looks, feels, sounds and indeed was penned by a real human with something real to say. Save the professional talk and superfluous jargon for other occasions.
5 – Mix it up
Last but not least, it can’t have escaped your attention that more brands and businesses than ever before are stepping away from conventional content provision and turn toward a huge mix of mediums. Research suggests not only that videos increase the likelihood of consumers making a purchase by nearly 64%, but that a 12% increase in overall traffic can be generated simply by using infographics.
