Creating valuable content for your audience is not just another option to grow your business. It is a key strategy to implement if you want to compete and survive in today’s market. Such is its importance that 84% of companies have a content marketing strategy, according to data from Semrush.
This is because this strategy has proven its effectiveness. It turns out that companies that generate valuable content for their audience can boost their sales, improve visibility and brand awareness, increase their credibility, attract more traffic to their website, and position the company as an expert in the field, among other benefits.
How to connect with your audience through valuable content?
Despite the benefits that content marketing offers, writing a 2,000-word post or making 5 or 10 publications a month is not enough. For your strategy to work, your content needs to engage the public, and for this, you need to follow these recommendations:
1. Identify the interests of customers and leads
Who are your current or potential buyers? What do they seek? What do you like? What need are they trying to solve? Knowing your audience is a vital part of any content marketing strategy. Therefore, when creating content, you should ask yourself these questions because if it is not aligned with their interests, you will hardly be successful.
If you manage to identify customers’ interests and leads, you will be able to send messages directly to them, generating valuable content. In this way, you will not waste time, effort, or resources on those who are not interested in what you sell. The best way to define the audience is through the buyer persona.
This semi-fictional representation of your ideal client will help you meet and connect with them. You can create this profile based on your current customers, analyzing their demographic data, origin, consumption habits, etc.
2. Define the objective according to the strategy
To generate valuable content that connects with your audience, you must also set an objective consistent with the marketing strategy you want to implement. And it is that the content can have many purposes: boost sales, publicize a business, obtain leads, increase the credibility of the brand, etc.
Depending on the objective of your business, you must create one or another type of content. For example, if you want to retain your user and turn him into a lead, you must apply the famous ‘give to receive. This means offering something in exchange for the person leaving their data. For this purpose, the content is usually ebooks, webinars, and tutorials, among others.
Now, if the objective of your business is to attract the public to the web to publicize your products or services, the content to be produced must be informative; therefore, valuable content does not directly pursue sales. And is that at this point, users are not ready to buy but are in a research phase.
3. Correctly choose the means of distribution of valuable content
It will be of no use to you to create excellent content adapted to the interests of the audience and aligned with the objectives of the market strategy if it does not reach them effectively. For this reason, content distribution is one of the key parts of content marketing.
This is nothing more than the process of publishing, sharing, and promoting the content produced. It is how you make it reach the target audience through different formats and channels. You can create ebooks, blog posts, videos, infographics, and podcasts and publish them on the company blog, social networks, email, influencers, and media.
The important thing is that the medium you choose is one that your target audience uses. For example, if your audience doesn’t use TikTok, it’s not worth sharing content on that platform. Remember, you don’t have to be everywhere where your audience is.
4. Offer educational and creative content, not just for sale
Today’s consumers are far from those of a decade or two ago. Today, people are no longer passive receivers of ads to become active buyers who seek what they need and demand valuable content. Also, they don’t like being bombarded with intrusive advertising. Hence, that content marketing has been so successful.
This strategy seeks to offer users valuable information according to their interests. Therefore, if you want to connect with your audience, you must produce didactic, creative, educational, and informative content and not focus solely on sales.
While one of your goals is likely to increase sales, this type of strategy doesn’t work that way. The idea is that your publications solve a problem for the target audience, offer relevant information for it and make you look like an expert in the sector. Thus, you will make them have a good experience and create brand awareness. When they need what your business offers, they will think of you.
5. Choose good specialists who generate valuable content
You don’t have to be an expert in digital marketing to create valuable content for your company. The important thing is that you work hand in hand with specialists in the sector so that they are the ones who generate a successful strategy for your brand.
Of course, it is essential to know how to choose these experts since not all of them have the necessary experience to grow your business through content marketing. If you choose a good team, you will be able to concentrate on the main activities of your company, while the marketing specialists concentrate on promoting the brand.
If you take these recommendations into account, you will be able to create valuable content that connects with your audience and makes your brand grow and stand out in its sector.