One of the best ways to increase brand awareness for your business is with a dynamic content marketing strategy. You can accomplish this by identifying your target audience, and then creating a plan for how you intend to reach them.
According to findings by the Content Marketing Institute, content marketing generates three times as many leads as paid advertising, or “outbound marketing.” It is also the best strategy to improve search engine optimization (SEO): your web content’s visibility on search engines. If you are a growing Florida business, a digital marketing Florida company can help you reach an audience with content marketing using these seven essential tips.
Consider Your Demographic
To narrow down exactly who you’re trying to reach with your content, consider your audience’s demographic:
- Age, Gender, & Marital Status
- Location
- Values
- Occupation
With location, you should consider where they live in proximity to your business, or if you will be tackling the prospect of e-commerce. A target audience’s values take into account their attitudes and opinions, interests, and hobbies. Their occupation, of course, includes their jobs, industries, and niche fields.
Understand Your Audience’s Mindset
Begin to establish trust with your audience by understanding how they think. Determine their pain points, and where your products and services can meet those needs. When you create your content, use this information as a guide in your marketing approach so that you can demonstrate how you will address those pain points.
Develop Content that Has a Goal
Develop content that has a specific goal, whether its acquiring new leads, increasing user traffic on your website, or generally building awareness for your brand. If you want your audience to try a new product or service or sign up for a mailing list, create ads, articles, social media posts (and more) with these specific tasks in mind. It would be even more helpful to design a content calendar to fully map out:
- What you intend to market
- How you intend to market, i.e., what kind of content will be created
- Where your content will be published or posted
- When these content pieces will be published or posted
Identify their Points of Resistance
Understand what may be stopping your audience from engaging with your brand, or from trying your products and services. Whatever your call-to-action may be, identify those reservations your audience may have. This can be a challenging task, but a digital marketing Florida expert could help guide you!
Provide Information that Educates
Invite your audience to engage with your brand through sharable content that offers interesting, authoritative, and educational information. Not only is this key for SEO, but you will also help establish your relevancy (why should your audience care), and establish your credibility (why should your audience trust you). Create content that connects with your audience in a personal way, again, by addressing their pain points, and their values.
Create an FAQ
Providing an FAQ on your website is a great way to answer common questions and concerns your audience may have, before they decided to engage with your brand and buy what your selling. With a simple FAQ, you can anticipate their possible hang-ups or reservations.
An FAQ doesn’t have to be too complex or packed with information, but it should address the potential issue while encouraging your audience to reach out (be sure to provide any relevant contact information).
Utilize Different Types of Content
Creating a dynamic content strategy means utilizing different types of content that makes sense for your marketing needs, and using them in creative ways. You can accomplish this with:
- Visual Content:
- Images
- Video
- Infographics
- Graphs
- Blog Articles
- Social Media
- Case Studies
- Press Releases
- Podcasts
- E-Books
Truly, the possibilities are endless. But remember, any content you produce should have a specific goal in mind, and should be framed through the unique vision you have for your business, and for your overall brand.
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Related article you may find interesting: “What is Digital Marketing?“