Creating valuable content for your audience is not just another option to grow your business. It is a key strategy to implement if you want to compete and survive in today’s market. This is because this strategy has proven effective.
It turns out that companies that generate valuable content for their audience can increase their sales, improve visibility and brand awareness, increase their credibility, attract more traffic to their website, and position the company as an expert in the field, among other benefits.
How to connect with your audience?
For your strategy to work, it is necessary that your content engages the public and to do so you need to follow these recommendations:
Know the interests of clients
Who are your current or potential buyers? What do they seek? Therefore, you should ask yourself these questions when creating content, because if it is not aligned with your interests, you will hardly be successful.
If you manage to identify the interests of clients and leads, you will be able to send messages aimed directly at them, generating valuable content.
This way, you won’t waste time, effort, or resources on those who are not interested in what you sell. The best way to define the audience is through the buyer persona.
This is a semi-fictional representation of your ideal client that will help you get to know them and connect with them. You can create this profile based on your current customers, analyzing their demographic data, origin, consumption habits, etc.
Define the objectives
To generate valuable content that connects with your audience, you must also set an objective that is in line with the marketing strategy you want to implement.
And content can have many purposes: boost sales, publicize a business, obtain leads, increase brand credibility, etc.
Depending on the objective of your business, you will have to create one or another type of content. For example, if what you want is to retain your users and convert them into a lead, you must apply the famous give-to-receive.
This means offering something in exchange for the person leaving their data. For this purpose, the content is usually ebooks, webinars, and tutorials, among others.
Now, if the objective of your business is to attract audiences to the website to publicize your products or services, the content to be produced must be informative, which is why valuable content does not directly pursue sales. At this point, users are not ready to buy but are in a research phase.
Choose the correct channels
It will be of no use to you to create excellent content, adapted to the interests of the audience and aligned with the objectives of the market strategy if it does not effectively reach them. For this reason, content distribution is one of the key parts of content marketing.
This is nothing more than the process of publishing, sharing, and promoting the content produced. It is how you make it reach the target audience, through different formats and channels.
You can make ebooks, blog posts, videos, infographics, and podcasts and publish them on the company blog, on social networks, by email, through influencers, and in the media.
The important thing is that the medium you choose is one of those used by your target audience. Also, do you know why is having duplicate content an issue for SEO?
Don’t always think of sales
Today’s consumers are far from those of one or two decades ago. Today, people have stopped being passive recipients of ads to become active buyers, searching for what they need and demanding valuable content. Furthermore, they do not like to be bombarded with intrusive advertising. Hence, content marketing has been very successful.
This strategy seeks to offer users valuable information, on their interests. Therefore, if you want to connect with your audience, you must produce didactic, creative, educational, and informative content, and not focus solely on sales.
While one of your goals is likely to increase sales, this type of strategy doesn’t work that way. The idea is that your publications solve a problem for the target audience, offer relevant information, and make you look like an expert in the sector.
You don’t have to be an expert in digital marketing to create valuable content for your company. The important thing is that you work hand in hand with sector specialists so that they are the ones who generate a successful strategy for your brand.
Of course, it is essential to know how to choose these experts, since not all of them have the necessary experience to grow your business through content marketing.
If you choose a good team, you will be able to focus on your company’s core activities, while marketing specialists focus on brand promotion.
If you take these recommendations into account, you will be able to create valuable content that connects with your audience and makes your brand grow and stand out in its sector. We can help you achieve this goal. Contact us at Digital Specialist today.