Content creation is the way a brand connects and engages with its audience. That’s why you must know your audience very well, listen to them and engage in conversations with them, if you want to create content in the way they think.
One of the things to keep in mind when it comes to content writing is commitment. If you start publishing content then you should do it consistently, don’t just publish some content then stop it -for any reason- then restart again, this will be totally useless and will affect your visibility on search engines in a negative way as well as your relationship with your audience.
Choosing the right content type for your audience and your industry requires some efforts. In the coming paragraphs, we’ll explore how you can choose the right content type for your audience:
Identify your audience and understand them very well
To know your audience well, start with looking in your contact database and your CRM to see who your clients are, what are their interests, how, where and when do they interact with you? Based on this analysis, start building your buyer personas -semi-fictional representation of your ideal customers-. You can also conduct interviews with your existing and even your potential customers.
A buyer persona will help you have a deep understanding of your audience, you’ll be able to pinpoint their challenges, goals, their exact needs and wants, their favorite topics and content formats, and even the objections they might have regarding your product or service.
You’ll also know what channels do they use the most and where they spend their time on social media, which will, later, help you identify where and when you should share your content.
Set goals for your content
Before creating content, you should define what you aim to achieve out of it? Whether it’s brand awareness, lead generation, lead nurturing or website traffic, each of these goals will help you better define what content type you need to create.
If your goal is brand awareness, you can focus on visuals: infographics, photos with catchy messages in you posts and definitely: videos! Video marketing is on the top of content types in terms of reach and even conversion rates! We'll talk about this in details in another section of this blog.
If you want to position yourself as an industry thought leader or want to create content that converts, then you should create something that encourages people to give you some of their data. In this case, content offers, such as guides, e-books, free templates will work great for you.
In case you want to close a lead into a customer, you’ll have to nurture him through e-newsletters, tool demo or give an assessment sheet for example.
It was scientifically proven that visual content generate higher results than text only content. Here are some mind-blowing stats about visual content:
- Visual data are processed by the human brain 60.000 times faster
- An estimated 84% of communications will be visual by 2018.
- An estimated 79% of internet traffic will be video content by 2018.
- Posts that include images produce 650% higher engagement than text-only posts.
Keep an eye on what your competitors do
As we noticed, stalking turned to be a must have skill today. Inspire yourself from your competitors' content on their website and different social media channels, and monitor which type of content gets the highest engagement and conversion rates.
You can benefit of their experience to choose which types of content your audience prefer. You can also use tools like Buzzsumo and Eclincher to explore the viral contents in your area and their format.
Try, measure and analyze
Learning by doing is proven to be the best way to master what you're learning!
Launch a campaign and then start measuring the results to find out which content formats resonate best with your audience. A software like HubSpot will help you get the analysis you need.
You can never know what content will work perfectly for your audience unless you conduct a detailed research about the industry, your audience, and your customers, you can even try various content formats to have a clearer vision of what resonates best for your audience and your business as well.