Once upon a time the hashtag was just something we used behind a number. From those energetic “WE’RE # 1” signs at sports games to… well… those energetic “WE’RE # 1” signs at sports games. Whoever thought that the hashtag would be one of the trendiest symbols on your keyboard? Heck, have you seen the latest Arby’s commercial? Even saying the word “hashtag” is part of our hip, everyday lingo. You may have noticed that pretty much everything in our daily life has a hashtag now. The television shows we watch, the department stores we shop at, even a colorful box of cereal or the deodorant we use has a hashtag to go with it. Does there really need to be a hashtag for shower gel and toothpaste? Well, in this day and age, the answer is a resounding yes. In fact, the website “Market Wired” revealed in a study by “RadiumOne” that 70% of consumers use hashtags as of 2013. If you consult a business writing services company, they’ll tell you the same thing.
What does hashtagging do?
The hashtag serves many functions in the world of social media. Let’s say you want to look up what’s going on in the world of video games. You can look up #videogames to see the latest posts with that hashtag. However, if you have a specific game you’re interested, you can type in the name of it with a hashtag behind it: #SonicTheHedgehog. This same strategy has become a key factor in business strategies, working as a way to get the attention of the millions of people who use social media.
One thing businesses do with the hashtag is create a brand for themselves. When you make a post on social media, it’s important to create and use hashtags that implement your company name or slogan. For example, Taco Bell uses the hashtag #TacoBell. By creating this hashtag that’s unique to their company, others use it too when they’re talking about Taco Bell on social media. “Sitting in the drive thru at 2 in the morning. #taco #craving #TacoBell.”
How to make that snazzy hashtag
In the world of content marketing you may see common tags like #contentmarketing #seo #branding and other such tags. By including hashtags that are commonly used in your posts, you’re likely to get more hits from people who check that tag on a daily basis. For example, during holiday season retail stores might use the hashtag “Black Friday” because it’s the biggest shopping day of the year. If stores use #BlackFriday, they will get a huge amount of hits because of people searching for deals on that well known shopping day.
But you have to do more than include popular tags. Sure, this will get people to find your posts, but you always want them to remember who you are. This is where branding comes in. Stores like Target don’t just use the hashtag “Black Friday” during the holiday season, they put themselves in the tag too: #Target. You can even take it a step further: #shopping #holidays #discounts #gifts. This opens up more ways for people to find their posts because it’s using more than the name of the company, but a specific event (Black Friday) and different words attached to it (shopping, holidays, discounts, gifts).
Before sharing your posts, really look at your article and see what it includes. What else is there besides content marketing? Are there tips and strategies? Is there a word in those strategies that you can hone in on? Even simple things like cereal have several words that they can tag: #breakfast #cereal #morning #food #delicious. However, be sure to use hashtags sparingly. Ken Mueller of “Social Media Today” brings up an important point when it comes to hashtags: choose them carefully and do NOT flood your posts with them. When you pick words to tag, make sure they are relevant to your content. If you’re tagging about cereal, there’s no need to tag about toast, even if you yourself may eat toast with your cereal. #and #there’s #no #need #to #tag #everything, simply tag a few words that are relevant.
Hashing out a conclusion
It may be hard to believe, but when you think of your business, you also have to think of the hashtag. Even “Forbes” has gone on record to say that you need a hashtag strategy with your business. This day and age, “hashtag” and “business” go hand and hand. Make sure your tags relate to your company, but also remember to have a bit of fun with them. Look at some company hashtags sometime, I used #TacoBell as an example because if you check out their page, they will actually respond when people use their tags, whether it’s competitors, other businesses, celebrities, or just the general audience. You have to remember your brand as you work to build an audience, and the hashtag will help you pull in that audience and keep them interested in what you’re doing.
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.