3 Ways to Make Your Content Smarter For Your Audience

In 2013, everyone was talking about the significance of content marketing in search marketing and digital media business. For a start, let’s see what content marketing entails. In the broader scheme of things, content marketing is the practice of creating content and subsequently driving consumers to it in an endeavor to influence people to either talk about the content, share it or use it in some way that will drive your business sales.


The key to successful content marketing it seems is to make the process scalable without compromising organic authenticity. Organic viability is what best distinguishes good content from marketing noise.  If truth were told, content has always been one of the most important aspects of marketing a business online but in this era of mobile devices and multimedia channels of communication including the social sites, the way people consume content has changed. They now consume content through their eyes, ears and hearts.

So What Distinguishes Branded Content from Noise?

1. Knowing your Consumers

know-your-audienceThis is the “who” of a content marketing strategy. If you own a business that you are marketing online to increase the reach and impact of the business you want to know who your consumers are so you can create content targeted to a specific audience. In general, content is created with two types of audiences in mind. First, there are people who already know you and consume your content. Then there are those people you want to influence. Effective content marketing depends on audience research, planning and measurement.

– Audience research means gathering information about your target audience to build a kind of database. The aim is to create buyer personas based on the data you collect. These are the people you want to influence with your content.

– With your buyer personas in place, the next thing is comparing your actual audience with your buyer personas. To that end, there are a number of tools you can use to collect demographic and social audience data. These include Google Analytics, comScore and BlueKai.

– The last step is the analysis and optimization of the content marketing strategy based on audience data.

2. Engagement Customer-Engagement

Equipped with a firm understanding of what your target audience expects from you, you can now use your knowledge to create the kind of content that reaches and impacts that audience. The best content marketers are captivating story tellers. People love stories and when used as part of a content marketing strategy, stories can help marketers build a certain level of trust with their subjects to deliver information that sticks.

At the same time, you need to understand that storytelling cannot be rushed or faked. It is not possible to automate such type of content. It is a kind of art that generates real-time engagement and feedback.

To help you create smarter content, use the data you collected and web analytics to understand what’s popular with your consumers? Do they prefer infographics to written content? Do they like product reviews? Do your product reviews get better engagement when they are in a video form?

3. Reaching your Audience

reaching-your-audienceYou may be creating incredible branded content everyday but unless you can find a way to make this content reach your audience, they won’t serve a viable purpose. These days, there are a number of communication channels that you can use to reach your consumers. For one, there are the social sites like Facebook, Twitter and Google+. Then there is the fact that people access the web and the social sites from a number of different devices including television, mobile phones and tablets. So a consumer coming across your content in their Facebook newsfeed might be doing so on their way to work, sitting on couch at home or on their laptop at work.

Knowing where your audience is accessing your content from is critical to creating the type of content that your consumers would want to read, share and talk about. Therefore, once again, we see the significance of data collection and analytics in content marketing.

In Summary

The success of a content marketing strategy depends on 3 things: the collection of data, creating targeted content and the distribution of the content. If you take these 3 things into consideration, you will be able to create smarter content. From there on, it’s a matter of repeating the process feeding your insights into the creative process of actual content creation to stimulate real engagement.

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