With the extensive use of the term Content Marketing, all types of businesses which are making money online have a great deal of knowledge on what it is and the benefits that it has to offer. To put it another way, Content Marketing has become one of the most popular and important tools of Internet Marketing as it offers impressive online lead generation opportunities. However, the success of a Content Marketing plan and strategy greatly depends upon factors like:
- Engaging Quality of Content
- Reader Response & Feedback
- Originality of Topics & Themes
The list of crucial aspects which impact Content Marketing success is endless. Nonetheless, the most significant one is the relevance of created content for its Target Audience. Basically, the fuel for success for every big and small business is its customers and their satisfaction. Similarly, the remarkable and desired advantages behind every Content Marketing effort come from the ability of your content to delight the Target Audience. When a piece of content is written brilliantly, it undoubtedly creates a positive impact. However, this high quality content can miss the mark if it does not address the needs and wants of the Target Audience.
The following section explains the importance and ways of thoroughly understanding your prospects.
Catch More Than the Drift
It is hard to find a business owner or manager who finds their knowledge and understanding of the Target Audience to be insufficient or incorrect. As a matter of fact, they may be fully aware of their target customers in terms of basic demographic characteristic, price sensitivity, geographic data, etc. Surprisingly enough, this level of understanding is not enough to rivet the attention of a targeted segment through Content Marketing. It is imperative to gain a deeper insight on the target market by focusing on their:
- Core Opinions and Beliefs
- Common Problems
- Lifestyle Patterns
- Product Usage
- Influencing Factors
- Aspirations in Life
- Online Activity Habits
- Areas of Interest
With a thorough understanding of the target customers, businesses are able to write content using the most appropriate, effective, and preferred topics, tone, supporting images and videos, etc.
Once you know who your potential readers are, the following tips will help you create truly absorbing content for your specific Target Audience:
Adopt the Best Practices of Direct Competitors
Every successful Internet Marketing campaign is an amalgamate of various tools including Content Marketing. On one hand, this means that there is tough competition in the field but it also provides plenty of useful reference sources and benchmarks. Begin with shortlisting direct competitors who have established a wide and loyal customer base through their content. This way, you will get an insight of the potential customers of similar products and services. However, this does not mean that you begin to create content that is very similar to that of the successful competitors. On the contrary, you should take the inspiration from them and further build on their accomplishments.
Feature Freshness in Your Content
This tip does not imply that “stale” themes and topics are presented in fresh, new ways. In fact, give your Target Audience appealing and new topics to read. Regardless of the creativity you invest in an over-used idea, the objective of grabbing the attention of potential customers will not be fulfilled. Another way of using this tip for creating a prospect-specific content is to offer them existing topics but with a whole new perceptual experience. For example, if you are offering a how-to guide related to a specific commodity then you could include innovative, unexpected usage ideas.
Use the ‘Slice of Life’ Appeal
In order to create content specific to the needs and wants of your Target Audience, give them points to associate with and relate them to their own life. There may be a misconception that this writing approach limits creativity. But the fact is, there are countless ways to induce creativity in the representation of different aspects of the lives of your Target Audience. The reason that this tip has a high impact is that the target readers will subconsciously perceive your content as a means to bond with your business. Secondly, you should also offer innovative guides and solutions in this type of writing as it would add value for the readers. Basically, when you have invested time and effort in conducting a detailed research on understanding your potential customers then you should use your findings to develop content which your prospects can empathize with.
Never Bend the Truth
As they say, Customer is King. Similarly, the Target Audience for your content is no less. At the same time, your prospects have access to an ocean of information and knowledge. All these facts leave you with no choice but to use the policy of honesty in all your content. Any form of misrepresented information can be easily verified by the readers. This can cause immense damage to a company’s potential business, reputation, and so on.
Put Yourself in Their Shoes
Many Internet Marketing professionals fall prey to the myopic view of implementing their needs and wants onto their Target Audience. In order to overcome this challenge, one has to realize the importance of knowing every possible detail about their prospect so as to be able to empathize with them. From then on, you should critically review every developed content with the perspective of your prospect. This means that should share the content online only when you believe that it has the true potential to attract your target readers, keep them interested all the way through, and make them want to come back to your content.
It is a known fact that it takes merely seconds to make or break a potentially strong relationship with the prospects of a Content and Internet Marketing campaign. Therefore, every business with the objective of online lead generation for conversion into actual customers in the future must develop content that specifically matches the requirements and expectations of its Target Audience.