10 Sep 2015
4 Ways To Make Your Content More Relevant To Your Audience

4 Ways To Make Your Content More Relevant To Your Audience

These days, you can’t escape the marketing industry’s fascination with content and social media. You’re aware of the need for great content and understand how it can help your business attract customers. But are you making a common mistake by forgetting to ensure it helps your audience? Content created just to push a product is highly unlikely to have the desired impact. Your readers simply won’t be interested if it’s not a topic that engages them.

Relevancy is crucial to creating a successful content marketing strategy. If your content isn’t of interest to your audience, they won’t want to read and share it – or even click on it in the first place.

Focusing on creating targeted, relevant content will help you gain insight into what works and what doesn’t, while also increasing engagement metrics including likes and shares. Most importantly, it will allow you to develop a consistent brand voice and engage readers who have the potential to become customers.

So, how can you make your content more relevant and start seeing better results?

Develop A Target Audience

Before you start creating targeted content, you need to understand who you’re targeting. What does your ideal audience look like? Develop an in-depth profile of the people you want to reach, and learn what kind of content they’re likely to be interested in. After all, how can you know what to say if you don’t know who you’re talking to? Don’t fall into the trap of simply publishing content about your business and assuming interested customers will find it. They won’t. Create content with a specific audience in mind, and you’ll be more likely to reach people who want to engage with your brand. If you need help, HubSpot has great tools to help you develop buyer personas.

Understand Your Existing Audience

Have a look at any data you can find on who is reading and sharing your posts. Depending on what platform or reporting tools you’re using, you may be able to dig a little deeper than just demographic data and find some useful insights. For example, what kind of device did they read your article on? Where did they come from – organic search, social media or through an email you sent? What social platform did they share your post on? These questions can help build a picture of your audience so you can start making content more relevant. Tailor your articles to common search queries related to your topic so that they’re easier to find. Make sure your headlines contain relevant keywords to capture people’s attention and make them more shareable.

Be Knowledgeable

To create more relevant content for your audience, make sure you’re following the kinds of trends and conversations they’re interested in. By staying up to date, you can write timely content inspired by breaking industry news and other trending topics that are likely to resonate with your audience. Be careful not to jump on a hashtag or trend if it’s not relevant to your brand, however. If you simply follow a trend because it’s viral, you run the risk of looking like you’re trying too hard, or worse, inappropriately capitalising on an event. Instead, maintain your brand voice and share an image or article that adds to the conversation in a meaningful or entertaining way. Joining conversations when they’re happening helps to position your brand as up to date and knowledgeable.

Focus On Context

Don’t write a ‘one size fits all’ piece of content and expect to see success across the board. Make sure your content is relevant for its context. For example, a blog post is your chance to keep things casual, providing insights and educational pieces. It’s your brand’s opinion on relevant topics. To help make sure your content is contextually relevant, always be aware of the customer journey. Don’t delve into a discussion of your product until you know your audience is likely to be in a decision-making mindset, such as when they’ve responded to a call-to-action to receive a discounted purchase. The same goes for social. Be aware of context by keeping things light and conversational on Facebook, as it’s largely a medium for friends, family and trusted brands to engage with each other. LinkedIn, by comparison, is a business network, so it might be best to save your memes for elsewhere and keep things professional and industry relevant.

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