Every marketing campaign is based on content. No matter if you are dealing with B2B or B2C marketing, it is paramount that you base your online presence is interesting, well-written content. But, how are you supposed to create the right content for your target audience and ensure that they find it interesting? Well, that is what we are going to explore in this article.
Content quality and SEO optimization
Not so long ago, you didn't have to do very much about content quality. Sure, if you wanted to draw in a decent audience with your content, you had to have some quality control. But, companies managed to yield decent online traffic, even with subpar content quality. So, what changed?
Well, as Google became more saturated with similar websites it became more and more important to let quality ones shine through. This lead Google to invest heavily in SEO development. So much so that today it is paramount that your content is not only interesting. But also in accordance with current SEO requirements. Only then can you hope that your content will show up in Google's results and that your audience will be able to find you. Luckily, there is less and less difference between quality content and SEO-optimized content. So, it is becoming increasingly important to focus on creating quality content and less on beating the SEO algorithm.
Create the right content for your target audience
While most marketing managers know that quality content is something you should always strive for, few actually know what it entails. We all know when we run into content that is interesting, informative, and easy to digest. But, outlining the aspects that make it so can be surprisingly difficult. So, to help you improve the quality of your content here is what to keep in mind.
Understanding your audience
There is no content that is suitable for everyone. In the world of modern marketing, you always have to find your target audience and focus your time and energy on engaging them.
This goes double for content creation, as it will be the basis of your brand storytelling. In order to create interesting content, you first have to understand what your audience is interested in. Then you need to understand the style of content that your audience likes, as well as current trends that are popular. Knowing all of this helps you better understand your audience.
Picking the right type of content
When people talk about content creation for marketing, they tend to have written content in mind. But, it is important to note that other types of content can be just as, if not even more impactful. Video content, animated content, story content... These are all different forms of content that can potentially have a far better impact on your target audience. So, before you settle into writing blog posts and how-to guides, try to first figure out what your audience prefers.
A younger, more tech-savvy audience is much more responsive to content that is not in written form. Video content tends to have a great use for informative content where you are trying to explain something to your audience. On the other hand, animated content is terrific for marketing as it allows you to seamlessly integrate your brand. Story content makes great use of the relatively short attention span of modern viewers, which is why social media platforms tend to push it more and more. All this is to say that different types of content have different advantages over written content. Of course, the written content is by no means obsolete. But, if you truly want to make good use of content marketing you need to find out which type of content is most popular in your target audience and why.
Picking the right topics
To create engaging content for your target audience it is not enough to simply pick the type. You also need to find the right topics to cover and understand how your brand connects to those topics. Doing so requires a bit more research. Just like with finding out the right type of content, you need to study your target audience. But, you also need to grow a deeper understanding of the community and the prevalent trends.
To do this, your best course of action is to study your competition. See what they have to say with their connection and how they connect the subject to their brand. By doing so you ought to get a good idea of how to deal with brand promotion and which topics to cover first. Ideally, you will create a long-term content campaign where you will outline which topics you will cover. This will not only include studying the current market but also doing keyword research and outlining which types of content you will use. So, if you do plan on developing a long-term plan for your content, make sure that you are tackling it with a good understanding of both the marketing needs and of your target audience.
So far we've given you a couple of basics on how to create the right content for your target audience. If you really want to tackle this subject with the depth it deserves, we suggest that you continue your research and experimenting. If you know who your target audience is, and what type and content topics suit them, you can start experimenting. You'll soon see that there is a lot of room to try new things and engage your audience in a new way. Now, more than ever, there are different technologies to consider and different ways to connect various aspects of marketing. So, don't shy away from incorporating modern marketing aspects,