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Content marketing is not only a savvy way to highlight unique aspects of your business or service, it’s also an effective way to engage customers and interact directly with them. According to research compiled by CoSchedule, 61% of customers in the US made purchases after reading a relevant blog post. In order to reap the benefits of increased customer engagement and leverage the potential power of content marketing, it’s key to understand how to create effective content.
Know Your Audience
An important first step in creating effective content is understanding the audience the content aims to reach. If the content will be published on your own company’s channels, consider what information your customers would be interested in. If you are posting on other sites, consider the age, gender, income, and geography of that publication’s target audience, and gear the angle of the article towards the interests of this demographic. An audience of female persons in their early twenties would not likely be interested in content pieces that cater to retirees, and vice versa.
Most people won’t read content that’s an obvious hard sell. Instead of focusing on espousing the benefits of a specific product or service, consider the knowledge available in your company and tap into that. Create content that solves a problem for the reader using the expertise of your company. For example, at StickerYou, we sell customized die-cut sticky products such as stickers, labels and decals, which many people use for branding and marketing small businesses. A large part of our target audience is comprised of small business owners and entrepreneurs. To engage this audience, we create content that draws on our experience as a startup to create articles on how to build a business, create effective marketing and … Read More
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