Engage Your Audience with Stellar Content

Date: March 10, 2017

Have you ever heard the phrase “content is king”? Well, that’s not exactly true—at least not of all content. While creating quality content on a regular basis is vital to gaining greater visibility online, it’s simply not enough for local brands. No matter how well-written and informative your blogs, videos, social media posts, and other content pieces, they aren’t worthwhile unless they’re significant to your target audience.

One of the greatest content mistakes that companies make is choosing inappropriately targeted topics. [1] If you want to see results from your local content marketing, it's vital that you learn how to increase engagement by creating content that’s relevant and interesting to your target market.

Identify What They Want

If you want to create engaging content that converts, you need to have a detailed understanding of your target audience. This requires a bit of research. Dive deep to learn how they consume media. For example, do they stay informed by reading industry blogs or watching videos? Do they prefer to listen to monthly podcasts or would they rather get their information through a mobile news app?

When it comes to determining which topics to focus on, go back to your research to see what your audience cares about most, what they find interesting. Create content around topics that focus on their greatest challenges and pain points. It may also help to look at the analytics for content you have previously published to see which topics and channels were most popular in the past.

Once you have a better understanding of which types of content your target audience enjoys most, you can use this information to develop an editorial calendar.

Increase Engagement

Once you understand what your audience wants to know and how they prefer to learn, you can finally start to develop compelling, relevant content that resonates. However, your work isn’t done yet—crafting great content is only half the battle. You need to promote your content through the channels that your audience frequents most. Remember, your customers cannot engage with your content if they can’t find it.

Ultimately, where and how you promote your content will depend on the audience you’re trying to attract. Though social media is popular among many different age groups, different platforms can be used to target different demographics. For example, if your business is trying to target women in the 30 to 49-year-old age range, you may want to focus your efforts on Facebook and Pinterest. [2]

We can help!

Need help creating and promoting content? We have the expertise and creditable platform you need to inform your target consumers. Our branded content provides unparalleled opportunities to reach and convert local customers. Contact us today. 

Sources

1. “6 Reasons Great Content Fails,” by Pamela Vaughan; Hubspot; 11/10/11

2. “Social Media Demographics to Inform a Better Segmentation Strategy,” by Michael Patterson; Sprout Social; 05/04/15

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