Attempting to reach your audience is difficult, as the internet is full of information, and consumers are flooded with the constant noise of advertising, social media, and email. It can be intimidating for a company to get its message heard over the noise. However, with a bit of care and planning, you can successfully reach your target demographic and interest them in your product.
Maybe you’re a new business with a great product and want to know how to drive traffic to your site. Or perhaps you’re established but have something fresh and exciting to offer, and you need to know how to spotlight it. Maybe you’re interested in learning how to reach a whole new demographic and are unsure how to do that.
To reach out to a new audience online, keep your existing customers interested, or drive conversions, you need to plan your content strategy and SEO carefully. It’s not enough just to launch a product website, announce it on social media, and wait to see what happens. Instead, you’ve got to find a way to amplify your voice.
Initiating a Strategy
Content encompasses everything you use to communicate information to the world: social media, graphics, written communication, and your website itself are included in this category. Your content strategy and SEO should tackle the questions: Who am I trying to reach, What do I need to tell them, and How am I going to do that? MarketMuse’s extensive content strategy guide notes that an effective content strategy outlines business goals and aligns with SEO.
Depending on your company’s scale, you may want to hire someone to help you develop a strategy, manage a team of writers, designers, and developers, and keep an eye on metrics to ensure your messaging is on target and getting the results you need. However, be aware that it can take six months or more to gain traction and that there are some questions you’ll want to ask when hiring an SEO expert.
Here are five steps you can take today to ensure that you successfully communicate about your brand to reach your intended audience.
1. Identify who you want to reach
Regardless of company scale or team size, an effective content strategy begins with research and planning. This step can be time-consuming but is so important. It’s the foundation for building your overall content strategy.
The first rule of content is: know your audience. Who are you trying to talk to and why? Get as specific as you can in this step. For example, identify an age range, gender, if applicable, socioeconomic status, and interests. It is sometimes helpful to create an avatar or character to represent your target market and talk specifically to that person. If you nail your demographic, your message will carry.
Once you know who you’re targeting, make sure what you’re saying to them makes sense. For example, promoting your retirement savings 101 blog cluster and planning tools will not be effective if your language and approach only appeal to a 60-year-old.
2. Sell a lifestyle, not a product
This is one of the trickiest elements of content marketing strategy for any company to master. But, first, it’s important to remember that content isn’t about directly promoting a product or about making a sale. At least, not overtly.
Content strategy is about building relationships and offering something your audience values and needs: information. If your information is solid and you get it in front of the right people, you will build trust and drive conversions over time. It’s helpful to think about strategies employed by large brands – especially what they don’t do.
Athletic shoe companies don’t bore you with all the technical specs of their product; they show you an image of athletes running fast or thriving in their sport. They let you imagine yourself succeeding in the same way. Similarly, the best tech companies don’t talk about RAM or GPUs in their ads. Instead, they show you how sleek you look with the latest gadget. They show you how much that gadget will simplify your daily tasks.
If you work too hard to tell your audience about the details of your product (which may be exciting and important) in your content marketing, you’re going to bore them and lose them.
3. Make sure your content is on point
Great content isn’t necessarily about volume. If what you’re offering is sound, you don’t have to drone on forever. For example, we’re all annoyed by recipe blogs that make you scroll through five pages of irrelevant nonsense to get to what’s of value to you: the recipe.
If you want to avoid being the next recipe blog cliche, ensure your writing and graphics are clean and clearly communicate the data or insights you want to highlight. Plan social media posts to be playful and fun and get to the point right away. Attention spans are minimal when people are scrolling.
Your written content (emails, blogs, website copy) should be clean, clearly written, and well structured. Organize your site to include a search feature, ensure it is responsive to various devices and has multiple easy-to-find navigation options. The key is to eliminate the need for your audience to work to find what they want.
4. Use your digital tools thoughtfully
To ensure your content rises above all that noise online, you absolutely need to include SEO in your content strategy. This is where brands can get a little intimidated, confused, or overzealous, however.
SEO, or Search Engine Optimization, is not as esoteric as you might think, but it takes time, research, and effort to implement correctly. SEO can include keywords that help ensure your page shows up in search results, your website’s design and security, and your site’s responsiveness to different screen sizes.
So, what does that mean? Well, the answer to that may vary, but a few essential points will put you on the right track. First, you want to ensure you’re not basing your content strategy on SEO considerations and keywords.
The result will be that your content feels shoehorned around obvious keywords (because it is) and won’t offer much value to readers. Maybe you’ll appear in search results, but that won’t do anything for you once people click on your page and decide there’s nothing valuable. At that point, you’ve lost trust. You may also lose those initial clicks as search algorithms constantly evolve.
The key is ensuring you are offering quality information to your target audience. Make sure that information is clear and that your website is navigable, and then find ways to work in keywords naturally. Also, don’t be afraid to use social media to toot your horn.
5. Post often and repurpose content
In addition to optimizing your website and content, you’ll want to plan a solid social media strategy and use appropriate posting techniques to boost your web traffic and conversions. The good news is that not everything you post has to reinvent the wheel. For example, it is ok to repurpose the same link with slightly different messaging.
It’s also important to remember to post on different platforms for different reasons. If you’re trying to talk to a Gen Z demographic, you’re probably not going to be successful if your entire social media presence is based on Facebook. You might look at Instagram or TikTok instead.
As with blog and website content, you’re not going to be effective if you simply post ad copy on social media. Instead, find innovative and fun ways to draw your audience in. Make them laugh. Tell them how to solve a problem. Teach them a new skill.
And don’t forget to update your blog copy, too. For example, you might have a blog that predicts the best crypto investments in March. You can create an updated version in April without starting from scratch.
If you take the time to do your homework, develop a solid plan, allow your strategy appropriate time to work, and measure results (and use those to revise your plan, and so on), you have a solid foundation for your content marketing presence. Make sure your content is tailored to the right audience, easy to read, easy to navigate, and actionable, and you can’t go wrong.
Image Credit: Karolina Grabowska; Pexels; Thanks!