Content Marketing may be one of the hottest new strategies around for maximizing traffic and profits, but that doesn’t mean that most companies are utilizing it correctly. As with any new way of reaching consumers, there is a great deal of trial and error involved. One of the best things you can do as the head of your business, or the head of content marketing, is pay attention to the largest trends that can substantially affect your income in the future. Some of the biggest and most important things you can do with content management are also the easiest to miss.
Make Your Content Mobile Accessible
With such a focus on responsive technology for smartphones and tablets, it would seem obvious that most content could be optimized for mobile devices. However, even large businesses seem to struggle with making sure their content is available to the growing percentage of the public in developed countries (68% as of January 2014, according to Forbes.com) that uses a mobile device to browse the Internet.
Just because your blog can be viewed on a mobile device doesn’t mean your work is finished. Look into whether the type color and font works when shrunk down to mobile device size. Make sure that the margins of the page shrink accurately and efficiently when your customers go to your blog. Don’t stop at the obvious step of ensuring your content is accessible. Make sure it’s optimized.
Optimize Location-Based Searching
Location-based searching is one of the easiest ways to give yourself an added boost, especially if your company has a brick-and-mortar location. You want to be able to reach anyone searching for what’s closest to them. That’s the easiest way to think about location-based searching. However, the field is growing. Soon, you’ll be able to tailor content to what people are likely to want to see, based on your location. Keep your finger on the pulse of this technology; it’s changing daily, and could be informing your most likely customers about your business (or that of your competitors).
Treat Content as Product
Many businesses think of their content as an afterthought. They build the website, then tack on a blog. They carefully sculpt a product, then slap together a press release at the last moment. Any content you release with your company’s logo attached, even peripherally, absolutely must be held to the standards of your company. If this is difficult for any reason, consider hiring a content marketing service to ensure that you’re getting the most return on your investment, and the best use out of your content possible. Don’t waste your time and sacrifice a fantastic platform just because you weren’t aware how to properly manage your assets.
Revise Your Demographic Constantly
A demographic is one of the most powerful tools you have. They are the people most likely to buy your product, and you have to keep them loyal. However, demographics are changing more quickly than ever before. A primary example of this is the My Little Pony franchise, oddly enough. While it was primarily marketed towards young girls, college-age males started watching the show and became part of the fanbase. No company would have seen this coming, but quick thinking on the part of the company was able to harness the publicity and buying power of this new surge. Be attuned to your demographic, and to any subtle changes that may bring about large changes in your targeting campaigns.
A move towards content and away from the shiny graphics and dislocated keywords that have dominated the Internet for several years can be seen as a positive sign. Make sure that your company is taking full advantage of every bit of this trend. The market is always changing; there are, fortunately, ways to take advantage of even the warning signs.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.