By David Wither
Content is everything if you want to promote your brand in the business world of today. Great content will drive forward everything you do on other platforms, such as social media. The best places to work will always have a comprehensive content marketing campaign.
Building your brand requires you to do a lot of things. But you have to follow just one big rule of content. This guide is going to show you that rule and how you can go about catering to those readers.
The Number One Rule
The essential step to create content is to make it about the reader. It should have nothing to do with you.
There are multiple facets to this rule. It’s not just about talking to the reader. It’s about making them care and thinking about why a piece of content matters in the slightest to them. If it doesn’t provide them with any value, they’re not going to read it. They have no reason to read it.
You have to answer those questions every time you publish a piece of content.
Begin by Looking at Your Competitors
The first place to start looking at content is what your competitors are doing. Your goal shouldn’t be to completely reinvent the wheel. There’s a reason why many of your competitors will be doing exactly the same things. It works, and they have done research to make sure it works.
This doesn’t mean you have to copy them, but your content should be based on what they’re doing. Once you know what your competitors are doing you already have a rough idea regarding what your readers will want.
Ask Your Readers
This is far easier for companies that already have an established presence online. If you’re just starting out you may not have any readers to speak of. For most companies, you should have at least a few customers you can speak to about what they want to see.
It’s unbelievable how many companies don’t think to ask their customers. They are almost afraid of interacting with them. Your customers will appreciate the fact you reached out to them. You can promote your online reputation through positioning yourself as a company that listens to others.
Use the Data
Some people say that content is the most important facet of any marketing campaign you choose to run. This couldn’t be further from the truth. The secret to creating content is you need to look into the data. Your customers may say they’re going to do something, but data will determine whether they actually do it.
If you approach a customer directly they may say they will visit your page. Data is the only way you can confirm what they’re actually doing. Data is the ultimate tool at your disposal for determining customer behavior.
Once you know what your readers want, you need to start writing that content. The key is to go deep. There’s so much generalized content online that it has become practically irrelevant. People are writing the same things over and over again. You need to hit some niches.
Writing detailed, deep blog posts will better resonate with your target audience. It may mean you are reducing your overall reach, but you’re going to get far more engagement.
Tracking Your Results
You can follow all these steps and still not get the results you want. This is perfectly normal because your readership can’t be fitted into a certain blueprint. Even the biggest brands have to go through a long trial and error process. There’s no way to get around this.
Using your own data-gathering campaign, you can figure out which pieces of content your readers are responding to. Over a long period of time, you will be able to figure out what works and what doesn’t.
Then it’s just a matter of making sure you’re being consistent in the type of content you’re delivering to your target audience.
Conclusion – Be Consistent
These steps are not something you will follow once and then you’ll automatically have compelling online content that gets you traffic. You should follow this guide over and over again as your audience continues to evolve. When 60% of online marketers create at least one piece of content per day, you can’t afford to miss your targets.
When you get your strategy down, this gets much easier. In fact, the feedback from your audience will automatically send you in the right direction. Until that time, it’s time to start testing or your startup could struggle.
What sort of content do you write?