“High-quality” and “compelling” get thrown around a lot when it comes to describing the type of content you should be creating. But what do these words mean?
With so many terms out there defining what great content means, is there really one way to describe it?
If you’ve been producing content for a while and wondering why they’re not performing as well as you’d like, perhaps it’s time to step back and rethink your approach. Before you start brainstorming for your next big topic, here are eight ways to create better content for your target demographics that ranks, gains traffic and converts readers to customers.
Content is only as good as the time, energy and resources that you put into it. Some people have come to believe that the purpose of content is to keep you active on social media platforms so that your audience won’t forget about you. For those who think this way, it’s obvious that they don’t have a clear digital marketing plan in place.
However, if your content marketing goals are defined, then you know that your objective is not just to be visible online and push your product in people’s faces. Your goal is to get the attention of your target audience through relevant content in hopes that they will perceive you as a reliable source of industry-specific information. And the more that they see you as a leader in your niche, the more likely they will move from consuming your content to converting into customers.
By having a buyer persona, you’ll get a clear representation of your stereotypical buyer. The best way to create content that your target audience will enjoy is knowing who they are, where they’re from, what they do, and what they want.
With buyer personas, you have insight into their biggest challenges, allowing you to create content that addresses those pain points.
Your target audience will find your content valuable when it gets straight to the heart of their problems. There’s a reason why people turn to search engines, and that’s to find answers to their questions. The content you deliver should provide solution in a way that is easy for them to consume.
Readers become more involved when you draw them into a conversation. Yes, you. By asking questions, you validate that they’ve come to the right place to find their answers or they realise there’s more they want to learn. And when their curiosity is piqued, they become invested and consume the content to the end. Don’t let them down; deliver the answers in a way that captivates their attention and leaves them satisfied with new knowledge.
If you don’t believe that your headlines are important, then you should know that according to statistics from Copyblogger, 80 per cent of people will read your headlines but only 20 per cent of them will go on to read the rest of your content. This is why you need to reel them in from the start, and that means creating titles that are attention-grabbing or straight to the point.
Have you ever clicked on content, started reading, and realised that the title was misleading? Not only did the article not give you the tips and tricks it promised in its title, but it completely went off course to talk about something unrelated. This type of content will not only have your readers not clicking through your website but hitting that back button quicker than you can blink, making it likely that they will avoid your content in the future.
Your buyer personas will tell you who your target demographic is, but it is through social media listening that you’ll gain insight and real-time intelligence on what your audience is saying. The unfiltered feedback you get from social media listening helps you learn more about your prospects’ unique views and concerns.
With insight into the minds of your target demographics, you’re given the opportunity to produce content that is personalised to their needs.
We all know that your bottom line is to make more sales. That’s not your audience’s concern. Don’t create content if your only purpose is to self-promote. It doesn’t matter how innovative or revolutionary your product is – don’t create content that’s entirely focused on your achievements. While those are great, they don’t have a place in your content marketing strategy. At best, your brand should only be mentioned at the end when you conclude with a CTA (call to action).
Ultimately, better content creation requires that you know your audience. When you are attentive to their needs, creating content tailored for their consumption comes easily.