Content marketing is an art. Over the years, with the growth of social media, the word “marketing” has evolved so much and now encompasses so many different facets. Not to mention, the rules of digital marketing are ever-changing, which makes it challenging to stay ahead. However, there is hope! There are a few things that will keep your content steady, despite the waves of change.
Have you ever seen an ad and felt like you connected with it in such a huge way that you wanted to learn more? This is the holy grail of targeting. The only way to achieve this is by investing the time and energy in getting to know your target audience. Research demographics, where they are located, when they are active on social media, their purchasing behavior, etc. The more you know about your ideal customer, the better you can serve up content that connects with them and draws them in.
Many local, smaller businesses scrape by with the bare minimum and then wonder why they aren’t seeing engagement or getting messages in their inboxes. A consistent digital presence is achieved with strong visuals that represent the heart of your brand. I always use the example of Target. Even if you never see their logo, you can always pick out their commercials. They do a stellar job of creating a visual ambiance that connects with their audience. This is why investing in graphic and branding support will serve you well in the long run.
Every business has a story that needs to be told. Incorporating your differential advantage is also part of what makes your story unique. These are things that should be woven throughout your content to connect with your audience and be seen as authentic in your messaging. The more authentic you are, the more your audience will trust you, which ultimately leads to brand loyalty.
Once you have your branding and messaging defined, it’s time to set goals for your business whether it’s gaining more followers or creating more engagement with current followers, having a detailed plan of action will pave the way to success.
Content is such a fluid medium. The best part is that in our digital world, you can test ideas and tactics without assuming a great deal of risk or investment. This makes it an ideal environment for those who want to test content to see what works and what doesn’t work. You may be surprised at some content that performs well vs. what doesn’t do well. This is why testing different types of content marketing can strengthen your approach, and you’ll learn a lot in the process.
As you create and test different content, it’s important to take a step back and analyze the results, see what works and what didn’t work and then, adjust. As content continually involves, so will your strategy, so keep at it!
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Anna is an author and writer who is passionate about the art of storytelling. She enjoys connecting with small businesses in her community while taking their marketing efforts to the next level of growth.