Not only will you find that your content might be growing a little stale, but your content marketing strategy could be on it’s last leg.
The idea behind content marketing is the ability to attract, educate, and retain your audience by developing relevant and valuable content.
This isn’t a strategy that you should stop adjusting. Overtime, you’ll find that your content needs to adjust to the level and needs of your audience.
Don’t give your readers a reason to abandon your content. Use your content as a way to communicate and develop relationships with prospects, leads and customers.
Don’t spam your audience with your out dated and irrelevant content.
Develop a Content Marketing Strategy
The first step you want to take in an effort to bring your content marketing back to life is to take a closer look at your content marketing strategy.
A good content marketing strategy can make all the difference in terms of keeping your audience engaged and sending them to your competitors.
Your audience is interested in finding a solution to their pain points. That’s where your content comes into play.
Define Your Audience
Knowing whose reading your content and making the decision to purchase your product or service can go a long way. It’s all about defining your audience and understanding what makes them tick.
They are coming to you for a solution. The first thing you should do is define your buyer personas.
Your buyer personas should consist of:
- Background: Within this section you want to include basic details about your audience (and the company they work for) such as their title, role at the company, educational background, and their interests.
- Demographics: Identify the gender, age range, household income and urbanicity of your target audience to ensure that your content is targeted for the right group of people. Do you have a different demographic than the audience you’re writing to?
- Goals: Do you know what goals whether primary or secondary that your audience wants to achieve? Use that knowledge to generate content that will help them reach those goals.
Not every piece of content you write will target every member of your audience. Your content should be specific and relevant to reach the different levels of your buying cycle.
Not every reader is going to want to read about an introductory article informing you on how to make the most of Facebook. Most of your audience probably already knows how set up a Facebook Page. If not, there are hundreds if not thousands of “how to” posts available on the Internet.
Your content should be different. Don’t fit into the cookie cutter mold. If you aren’t writing about every that someone else is writing, you will keep your audience engaged and intrigued.
Understand Their Needs
Your main objective should be to provide a product or service that fulfills the needs and reduces your audiences pain points.
Don’t be afraid to ask them questions.
- What common questions do prospects and customers ask?
- What search terms are bringing people to your site?
- What are your target audiences pain points?
There are a number of questions that you could ask to gain valuable information about your audience. Take those questions and use them as inspiration to create new blog articles. If you’re answering their questions and identifying their pain points they’re more likely to identify with your content. If your content is relevant to them, the chances of them sharing your content increases.
The answers to those questions are key to ensuring that your content is aligned with the needs and desires of your audience.
The Importance of Adding Context
Context has been mentioned over and over as a strategy to provide value to your audience. When context and content as used together your content marketing strategy will have a bigger impact and reach.
Use what you know about audience to develop a connection with them. Context is all about delivering the right content to the right people at the right time.
Context gives your leads and customers more relevant and personalized marketing. People are going to pay attention to your marketing when they are receiving content they’re interested in.
Avoid These Content Marketing Mistakes
It’s all about creating a relationship with your audience and connecting with them.
You’re making a mistake and missing the point if you’re not using your content as an advantage point to attract your audience and keep them engaged.
Your content should be seen as a community where individuals gather to learn more about attracting MOFU leads and increasing blog subscribers to keeping your content remarkable.
Aren’t Giving Your Readers a Reason to Stay
One mistake a lot of people make, is that they aren’t giving readers some reason to stay. Your content needs to speak to your audience.
You need to provide a clear and concise message. You cannot write a blog post about visual content and end up talking about content marketing and how to target different stages of the buying cycle.
Ask yourself: what value are you providing your audience?
The point and message of your content should be quickly conveyed, upon landing on a page.
Aren’t Telling a Story
Content marketing today and marketing in general is about being able to tell your audience a story.
Don’t be afraid to showcase your personality. Think back to your college days when you had a class with this professor who didn’t showcase any personality and spoke only in this monotone voice. It’s safe to say that you most likely fell asleep.