Engaging Your Audience with Quality Content


The buzz about content marketing is still very much alive, at least within the search marketing and digital media business. Why? It’s because content marketing is about creating unique content, divert traffic to it, hopeful that the content is useful or engaging enough for readers to remember, share and have a discussion about it. If a marketer achieves this, it benefits the consumers and the brands.

As opposed to traditional advertising of many years ago, content delivers a captive audience, where audience finds their brands just like in traditional advertising. What’s important for content marketing is to make the process as predictable, repeatable and scalable as the 30-second TV spot without sacrificing the organic authenticity that distinguishes quality content from just mere spammy marketing. Content is king, no argument about that. But the means of its distribution channels are now mediated through the eyes, ears, hearts and relationships of over 2 billion people.

To achieve effective content marketing, the familiar “who”, “what” and “where” plays a key role.

“Who”

Know Your Audience. This is the target and actual audience of your content. You have two types of audience: one that already cares and one that you want to care. This is where audience research, planning and measurement process is important to maximize the potential of the content strategy reaching and engaging the intended audience.

    • Audience research will allow you to identify the “who” you want your content marketing to reach.

    • Planning for ways your audience will discover your content is equally important.

    • Use tools to collect actual audience data – demographic, behavioral, psychographic, and social audience attributes. Measuring the effectiveness of the content based on these points will help enhance optimization opportunities.

“What”

Tell Stories. With the target audience determined and identified, the next task is to know what type of content should be created to reach the intended audience on repeating and engaging basis.

One type of content that is proven to be engaging is that which is weaved through layers of stories – especially stories that deliver memorable information, establish trust and invites creating a relationship with the audience. Where incredible story tellers are the best salespeople, contents that tell stories are the best audience-engaging mechanism you can use to reach your target audience. Nothing can beat stories that elicit real-time feedback from your target audience. That’s the best indication of audience engagement.

“Where”

Reach Them Where They Are. This is as critical as the “who” and “what”. And “where” does not just refer to the website that the target audience is on. It also encompasses the time and space they are in. That’s why it’s important for marketers to determine the exact time their audience is on Facebook, or Twitter or checking email, etc. Delivering content where the users are at the exact moment adds to the effectiveness of the content.

If you know where your audience is when you deliver your content, you will have an understanding of what is truly relevant to them. Additionally, tracing the trajectory of the story from one audience to another will be helpful in managing your PPC and other forms of paid adverts. This will make the campaign more effective as well.

Conclusion

Content marketing plan should always include measurement process to determine the effectiveness of the content as far as serving the intended audience is concerned. What makes content smarter is when a marketer has actionable data relating to the audience, content and distribution channels. When all of these three elements are served well with engaging and quality content, you certainly have gone a step up with your content marketing campaign.

Image via Google Images

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