How do you get your content to the right people?

There's no point creating content if you don't know who you're writing for. First, spend time understanding your target audience. If you already have an existing customer base you can review CRM data and customer support/sales insights to identify any common patterns within your audience's demographics and experiences. You can also conduct surveys and interviews with your customers. If you don't have customers yet, or you aren't currently working with your target audience, use market research tools to conduct surveys and interviews with your ideal customer. Analyse the data to define your audience, taking into consideration their goals, pain points, needs, and interests. If working B2B, create an ideal customer profile and user personas.

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Content may have once been king, but in today's world of overabundant content, distribution now rules the roost. Always keep in mind that different platforms attract different audiences. Customize your content to suit each platform's unique characteristics, style, and the preferences of its users. Whether it's social media, blogs, email marketing, or video platforms, customize your content to effectively engage your target audience on each platform.

You need to understand how your product or service or even content will converge with the customer's life. Understanding the journey that brought the consumer to you is critical to understanding the way your content should be constructed. Even a low involvement cement brand can become a high-value partner in the customer's journey with the right kind of content - deployed in the right places, helping them with the right things. Successful content play comes from depth of consumer understanding, and the instinctive, non-forced connection to what you have to offer them. The unique expertise your brand has, must be brought to the customer when they need it, wherever they need it - and that's the true impact of content marketing.

What does your brand truly stand for, really? What do people actually want to hear from you? It’s probably not your RTB’s. Content creation happens with or without you - start there. It’s a landmine of free insights. Once you know that, infiltrate communities. But don’t just push your brand on them. Work with the owner of the community they’ve worked so hard to build. Co-write the brief with them. You know what they need to get across, but they know how to do it best.

Just like setting a destination before any trip, setting objectives for content paves the way for a fruitful strategy. Whether in the professional realm or sharing your passion, every content piece should have a purpose and alignment with all stakeholders. Just as you wouldn’t wear the same outfit for every occasion, the content should vary depending on the goals. For instance, if the aim is to engage and assist customers in evaluating a product or solutions, comparative infographics, ROI based white papers & product walkthroughs are more impactful than blogs and videos. It’s all about creating content that resonates with your unique brand. So remember, defining crystal clear goals is the compass to guide the content marketing strategy.

Your goals should depend on what stage of the buyer's journey your audience is in. If you want to build awareness: - Make your audience recognize their problem - Ex: The hidden costs of [problem] If you want to generate leads: - Educate them more about the problem - Ex: The reason [for problem] according to [expert] If you want to nurture prospects: - Highlight why your solution stands out - Ex: $10 vs $100 [product] If you want to drive sales: - Give them an incentive to take action - Get [benefit] now: 15% off today only!

Setting clear content goals is a big deal. Think of them as our destination – they give us direction. It's like having a game plan for winning. Goals help us see if we're getting more people to know us, selling more stuff, or teaching something cool. They're like marking off checkpoints on an adventure. With goals, we know what's working – more website visits, likes, or sales. They also help us create stuff that really clicks with folks, making a real impact. Goals are like our marketing GPS, making sure we're on track and making a difference.

The content plan must be designed on what is the business needs to achieve? This is your goal. The goals comes from what are the customer journey levels they are in. Dont create awareness message to existing ones, and dont create sales offer for new ones.

Defining your goals in terms of how you want to present your content to your audience is indeed key. Your goals can be divided into either short term goals or long term goals. Any goals you set must flow into a precise SMART (Smart, Measurable, Attainable, Realistic, Timely) objectives scheme to help you focus your campaign. Gathering information and resources to use, selecting the type of content to create, metrics to measure results and audiences to target are all part of defining your goals. It is the first important step to take before the project or campaign can be launched. The best way to define your goals is to use the A/B testing rule technique. That is, if target A (images), then target B (video).

Choosing channels for content distribution needs to be more strategic than intuitively being active in places where you “think” your audience hangs out. If you want to be present in the right place with the right content, it’s important to use your historical data and analytics to benchmark distribution, and create an omnichannel strategy based on a super personalised customer journey map. It’s never one platform or channel that builds recall with the audience or motivates them to check out your offerings, they interact on multiple touch points to finally take action on your website.

For social media channels, the general idea is: Facebook: Over 25 yo Instagram: 20-30 yo TikTok: Under 25 yo Twitter/X: Tech, Politics, or Media LinkedIn: B2B Pinterest: Mostlly female audience Youtube: Everyone

Once you have a content strategy in place, you need to choose the right channels to distribute your content. Here are a few tips to consider when choosing the right channels: ➡️ Consider your target audience: Where does your target audience spend their time online? ➡️ Consider your goals: What do you want to achieve with your content? Do you want to increase brand awareness, generate leads, or drive sales? Choose a channel where you can accomplish this. ➡️ Consider your resources: What resources do you have available? Do you have the time and money to create and distribute content on multiple channels? If not, focus on the one most likely to be successful.

Picking the right channel for your content is a game-changer. It's like choosing the perfect spot to meet friends – where they hang out. Your audience might be scrolling social media or reading blogs. So, finding their turf means you're speaking their language. It's like getting cozy in a familiar cafe. This way, your message gets heard loud and clear. Plus, it saves energy and resources. Imagine not biking to a party when everyone's at the park. So, nailing the channel means your content hits home, like chatting with pals in your favorite spot.

While it’s important to know where you should be advertising, it’s equally important to know where you shouldn’t be advertising. This is especially important in B2B marketing. Certain channels, specifically with different social media apps, are often places where people go to escape work. Advertising a B2B product or service within these spaces may be ignored or even considered as crossing the lines. Plan for channels where leads expect advertising and be cautious (or very certain of your audience’s reception) in channels where they do not.

This is the most important step as this is where you can make your audience work for you. All the reach you can gain organically is what you save up on paid budget to do other fun marketing activations with. Remember that the first 2 seconds decide whether your content gets viewed, so focus on the right hook.

Optimizing your content is the same as boosting your online visibility. Think of it as giving your content a spotlight. Start with keywords – these are the words your audience searches for. Sprinkle them naturally in your content, like adding flavor to a dish. Craft attention-grabbing headlines – they're like intriguing signs. Ensure your site loads fast and works well on mobile – think of it as a comfy store. Get reputable sites to link to yours and encourage sharing – it's like building a trustworthy network. When your content pops up in searches, it's like your store standing out on a bustling street.

It's important to note that SEO tools don't necessarily help improve SEO performance. Optimizing for SEO involves more than using a tool, you want to understand searcher needs, behaviors, and patterns and act upon them to provide users what they need. E.g. If your content about "benefits of X" is triggered by queries related to "price of x" and "affordable x" then you may want to optimize the content by including copy clearing out the affordability of X so that users can get that information as well, since it's relevant to those users.

One thing I've found helpful is writing content hooks. For example, ''Here's a strategy'' sounds less compelling than ''Don't make my mistake-follow this strategy.'' Short, impactful headlines are underrated. Don't forget to format your content with heading tags like H1, H2, H3, and so on. Try to cut short sentences to 20 or less words per sentence and include 3-5 lines per paragraph at a max.

For hooks, headlines, or subject lines: ↳ Invoke curiosity to get them to click - Give them the start, the end, but not the middle - Ex: The only 3 things marketers need to optimize their content. For the body content: ↳ Optimize for scannability - Use bullet points, symbols, and headers - Ex: This post. For the CTA: ↳ Use the endowment effect to make it persuasive - [Get your/Become a] + Benefit/Identity - Ex: Become a VIP

Our approach centers on the pillars of Intent, Planning, Execution, and Audit. This model guides our evaluation of resources, content, and objectives. If any one of these pillars is neglected, the entire strategy becomes vulnerable to failure. The Audit phase is particularly vital, as it ensures accountability and maintains the seriousness of our goals, preventing stagnation.

Your results are measured based on the goals you set for your content plan, Google Analytics and GSC are your best friends when it comes to seeing how your traffic is doing but depending on the channel you decided to go with you'll always have to look at the numbers and ask "Does this help me reach my goals or is it another vanity metric?"

Leading in marketing means tracking your content's impact like a game. Analyze data – website visits, clicks, engagement. Social shares and comments are your crowd's cheers. Tools reveal where your fans gather. Survey them for feedback. If metrics rise and audience feedback aligns, you've hit the mark. It's like winning the game with strategies that resonate.

Measuring content marketing results is like keeping score in a game. It's crucial for assessing performance, refining strategies, and achieving success in the digital arena. Key Performance Indicators (KPIs) track specific goals, while tracking tools like Google Analytics provide valuable insights. Return on Investment (ROI) assesses cost-effectiveness, and conversion rates indicate content effectiveness. Engagement metrics, Customer Acquisition Cost (CAC), and audience feedback offer additional perspectives. Content performance over time and A/B testing refine strategies. Like athletes, content marketers rely on data to improve and stay competitive in the digital game.

The evaluation of your outcomes hinges on the objectives you've established for your content strategy. Google Analytics and Google Search Console prove invaluable in gauging the performance of your traffic. However, regardless of the chosen platform, it's imperative to consistently assess the metrics and inquire, "Does this contribute to achieving my objectives, or is it merely a superficial metric?"

Your audience can be your most powerful advocates! User-Generated Content (UGC) not only boosts engagement but also helps you reach a wider audience who trust recommendations from their peers. Encourage your followers and customers to create and share content related to your brand. Remember, getting your content in front of the right people requires a multifaceted approach. Don't rely solely on traditional marketing tactics, instead, explore these often overlooked strategies and watch your reach and engagement skyrocket!

When developing your content marketing strategy, make sure you think about which platforms and formats will allow you to reach your target audience at the right time, especially when they are experiencing the problem that you solve. Publishing an in-depth blog post on Friday afternoon may not drive engagement if your audience is preoccupied with weekend plans. Instead, aim to distribute content when your audience is most receptive and able to take action.

Also, don't forget about hashtags, I use them under every post on LinkedIn, and they do help me reach out to the right audience. Also, when sharing interesting news or trends, you can even tag the companies that are relevant to you. Who knows, maybe they are so interested in what you posted, that they just won't be able to pass by.

Consider your target audience, and the platforms they are using on a daily basis. This may mean serving up content on social, or investigating paid avenues like streaming commercials, or podcast ads.

We all have different preferences when it comes to how we like to consume content. Some like to read, others to listen or watch. Content recycling is the most effective way to maximise your reach and save time. One single piece of content can easily be broken down and changed into different formats. This works particularly well for evergreen content.