Selecting the right type of content that caters to your audience is important for developing and sustaining a desirable market reach - whether it be a website, social media or other advertising platform. If you want to engage your audience, promote participation, and actually nurture growth, your content needs to be relevant and structured appropriately.
There is an easily identifiable problem with the way information is being presented by businesses wishing to engage with their customers – the information, content and interactions being presented are repetitive and dull. It is human nature to notice differences in pattern and to ignore repetitive information based upon our evolutionary survival skills. When the information being presented is redundant, people stop paying attention to it all together – this means that the effort and time taken to interact with your audience is completely ineffective.
Read on to discover the best ways to consistently engage your viewers…
Always start by considering your audience
The demographics of your audience will determine what type of content will be the most effective. People have preferences about how they like information to be delivered and are likely to engage with the content that appeals the most to them. Before you start developing the content of your message, consider the people you are talking to: their age, economic situation, interests, location and education. Put yourself in their shoes and think about how the message would be relevant to you if you were in their situation. This will help you customize your message, content type and delivery method. For example, sharing an extensive infographic with a group of blue collar ruralites probably isn’t as likely to get as much engagement as a video or a meme would.
Here are examples of great resources for collecting demographic information:
- Google Analytics
- Your CRM Platform
- Census Data
- Social Media Profiles
- Online Groups & Forums
- Consumer Research Studies
Always keep records of the information you collect, as it may come in handy in the future. Recreating this information for each task is redundant in itself and unnecessary. If you are able to build upon your findings in the future, rather than try to recreate it each time, it will promote efficiency for any future content campaign.
Tap into your budget from time to time
Although it may be counterintuitive, your marketing budget is something you can and should tap into to fulfill your content needs. Generally, content creators are interested in manually creating all of their content from scratch, but there are some powerful tools that can help you send a stronger message; utilizing these tools will help you develop effective content while increasing your efficiency.
“Inefficiently producing content results in an estimated $958 million annually in over-spending for B2B companies in the United States.”1 If you put in the extra money now, you could actually start seeing higher ROI, and save more in the long run.
Pay close attention to what has performed well in the past
If you have campaign content that has performed well in the past, chances are, it will perform well again. While you do want to differentiate your output, there’s no harm in reusing effective content in a controlled and limited manner. People are sometimes able to run campaigns that promote slightly repetitive content and generate enough engagement to meet their goals.
If your audience is growing and your content is being engaged with, stick with what you’re doing. Unless you see an alarming drop in engagement, you may be able to keep sharing text articles for years. As a matter of fact, one of the most widely distributed forms of content, the newspaper2, has been doing this for hundreds of years without becoming completely obsolete. You might be able to as well - just pay attention to your website by using analytics tools.
Nurture conversions with careful planning and quality content
The referral source and content type can have a major impact on your user’s activity! Consumers that are referred to a website by Pinterest are 10% more likely to purchase a product or service than visitors who arrive from other social networks - this includes Facebook and Twitter. These customers are also known to spend 10% more on products than visitors referred from other social media sites3.
So, if you’re ready to make a sale, creating and sharing a new pin might offer a higher ROI than a new Facebook POS. You’ll need to weigh different marketing approaches according to the type of conversions you want to encourage with your campaign.
Read about creating the perfect Pinterest pin here.4
While you’re thinking about how to influence your viewers, consider the different types of promotional and supportive content that you can present within the different stages of the customer’s journey - you don’t always want to share content with the sole intention of making a sale. In general, lead nurturing requires a lot of work and your content is your most powerful tool.
Be sure to publish helpful blog posts that include text, images, and videos, which are great ways to show your desire to help your target market before you start asking them to buy something from you. Then, check to see how people engage with that content and whether it helps or hurts conversions by using Mouseflow heatmaps and session replay.
When choosing the format for your next piece of content, consider your audience first: what do your readers want? You should spend extra money when necessary, because the ROI will likely outweigh the cost of not investing in your brand’s web presence. Remember to consider what has been successful for you in the past. Ultimately, you should deliver your messages in the format that will have the most influence on your reader.
So, what format will you be using for your next content piece and how did you come to your decision? Let us know in the comments below.
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This post is by Florence Mendoza. Florence Mendoza is a content marketing manager at Buy an Essay writing company. She loves discovering new ways of content promotion.