In the last five years, many digital marketers proclaimed that “content is king” and at Maxweb, we couldn’t agree more with that. In the dynamic landscape of the industry that we are in, content is really important, but relevant and valuable content is the secret into turning casual readers into loyal followers and customers.
Aside from the design of your site, another way of establishing presence and branding in the digital space is through constant release of content; but not just any content. It should resonate your brand and message to create credibility and leave your audience wanting more. Along the process, it will harness interest that will empower your consumer to build his/her own identity, thus serving as brand ambassador.
The question now is how to do it.
To create content that gives value and relevancy for your audience, you must consider:
Knowing who you’re writing for is important in developing your content. It sets the tone, approach, writing style, and topics to discuss. To know who your audience are, you must profile them the way CSI investigates their suspects. Have a drawing board (literally) of your Persona. Understand their wants and needs. Remember the essentials of profile creation: demographics, psychographics, and socio-economic facets of the audience. Name them if you have to!
Once you have a clear idea of who your target audience are, you must regularly update it to reflect shifting trends and to incorporate adjustments to your business goals and strategies.
What is Your Message?
Once you’ve identified and developed your audience persona, it is now time to list down the type of content you want to write for them. At the core of this step is to know what your message is because from there will stem ideas that are relevant and valuable for them.
Content that answers your audience’s questions, satisfy their curiosity, or make their lives easier are the ones that are more appreciated compared to blurbs or front out hard sell articles. When developing and mapping your content, put yourself in your audience’s shoes and ask yourself what you want to know about the product/service that you are offering. It doesn’t always have to be about yourself.
Contents that satisfy your audience’s thirst for information will:
• Enhance your credibility
If they learn a thing or two from you, they will keep reading your content thus enhancing your authority in niche subjects along the way. This will also lead to the next one.
• Create conversations/engagements
Conversations in the digital space begin with reading so if you have interesting articles and catch their attention, they will start commenting and engaging with you.
• Form communities
Online communities start from engagement and form this, you have to ensure that your content is more than just relevant, it should also be interesting and engaging.
Create stories with your content. Take your audience through a journey. Case in point: if you are a start-up, you may talk about how you started, involve your audience with your milestones, or share triumphs with them.
Choose the Right Channels
Don’t discount the importance of social media. After all, it is the fastest channel to proclaim that you have new content and the easiest way that your audience can reach you.
What is the role of social media channels in retaining audience and customer? It creates conversations and when you reply immediately to a customer, you capture their attention and it makes them feel valued. And that’s the most “special” way that you can connect with them.
Additionally, make sure that your social media Page has a personality, ideally one that resonates your brand. Don’t just use it because everybody is doing it, but it’s the most “humane” thing there is on the Internet so make the most of it.
Content is king, but always aim for relevance and value because:
• It keeps your site always on top in terms of authority and in rankings (SEO)
• It creates engagement and communities within your audience
• It is your platform to tell stories that your audience can relate to thus making them brand ambassadors once the relationship is solid
• It is your chance to engage with your audience