Creating content simply isn’t enough to get your target audience to see it. They have to know it actually exists and should be relevant to their needs to truly be effective.
With an increasingly competitive digital marketing landscape, how can you maximise value from the content you share? You need to find new opportunities to engage with your audience. Here are some trendy ways to make your content more powerful:
Use communities to share and amplify your content
Simply putting content up on your website may not be enough to get the eye-balls and engagement you need. In order to amplify your content, you will need to reach out to a wider audience and content communities can help you do that – allowing you to showcase your brand messages to more people. Some communities you can explore for your content pieces include:
Some community sites are paid while others are free. You must research different communities to identify where your target audience is most active and choose accordingly. A good start is to visit the Digital Global Forum where you can share your thoughts and follow the trends.
Photo: Scattershot: https://digitalglobal.com/community/But make sure your content adds value to readers and is not just about promoting yourself and your brand.
Use industry-relevant influencers to showcase your content
Online influencers have the power to shape opinion, especially if they are related to the industry you operate in. There’s no point of thinking of them as an afterthought. You need to seize the opportunity and use them to showcase your content from the start. Here’s how to build influencer outreach into your content plans:
- Determine trends and topics interesting to your industry to help you develop content pieces people want to read
- Reach out to influencers and ascertain who will be interested in promoting what you have to offer to their followers
- Share content pieces with influencers before publishing to get valuable opinions on how you can improve them to generate even more excitement amongst your target audience
Finding influencers related to your industry requires a great deal of research. You can also use tools available in the market to help you identify the right influencers so that you can engage with them from the word go.
Create content variations to help you track success
Some types of content or the way it is written can make a difference to the way people digest it. If you use content variations for every platform you share, you are more likely to improve your click-through rate because you will be able to engage with people on different levels. Measuring these engagement levels will help you develop and improve your content strategies. Consider the following:
- Create a range of titles – both simple and complex to appeal to different people
- Use questions and statistics in your content to generate excitement
- Add varied call-to-action statements
Creating different variations of your content will eventually help you track success so you know what language and actions are resonating best with your target audience.
Ensure great quality content to open up additional brand building opportunities
By paying close attention to the quality of your content, you’ll open yourself up to a myriad of alternative brand building opportunities that can help you reach out to your target audience more effectively. Highly relevant and valuable content for readers can help you with additional brand building opportunities like:
- Mentions in news articles related to your industry
- Inbound links from other web sources
- Opportunities to speak at industry events and conferences
- Commentary opportunities to position your brand as a key industry stakeholder
- Guest spots on videos, podcasts and webinars
These brand building initiatives – in addition to great content – will not only help you showcase your offerings to your key target audience.
In order to create content that matters to your target audience, you need to make sure it is impactful and provides value to what they need. Every article, blog or podcast needs to have a clear purpose whether your call-to-action is to educate readers, answer questions and debunk misconceptions.
At the end of the day, your content development strategies must be dynamic because the digital marketing world is ever changing. You must be flexible enough to adapt strategies when using content to promote and grow your offerings to your audience.