The whole goal of content marketing is to attract an audience who will get to know, like, and trust you, and ultimately buy your products and services. But, if you don’t get the right content to the right audience at the right time, chance are you won’t reach the people who want what you have.
In this installment of the Friday Five, we’re looking at some general rules of content marketing that make sure you reach the right people with your message.
Your content should be available on all devices
It always amazes me when I go to look something up on my smartphone and the website is not responsive. Most people don’t access websites on a desktop, or even a laptop anymore. Smartphones and tablets are the devices of choice for a large majority of the population, and if your content is not easily accessible on them you are going to lose a large part of your audience.
Your content must be in your own voice
When you don’t know your own voice, or you’re not confident enough to use it, your content comes across as dry and boring. We all have a unique voice and style of writing, that even when we use correct grammar and spelling, comes across in our content. Figure out what yours is, and use it when crafting content for your business. People will like you much more if you’re willing to be yourself.
Create content that solves a problem
I was on a webinar about list-building recently, and the presenter really stressed the one problem, one solution approach to crafting content.
Your readers are looking for solutions to their problems. And if you just throw random thoughts at them, you’re not going to get very far. Figure out what problems they are having and craft your content so that each blog post answers one question.
Not only will you have happier readers, you will be happier too because people will stay on your site longer and your bounce rate will go down.
Create content that meets your needs too
This one’s for you, as the content creator. I’ve mentioned before that each piece of content you create should have a specific purpose. Whether it’s to lead to sales, get more subscribers, or just to build a relationship and provide information to your audience, you must know what you want that content to do for you as well as for your readers.
Get the balance between achieving your goals and meeting your readers needs right and you will have a successful business.
Use other experts to affirm your authority
What do I mean by this? No one person can know everything. But you can leverage the words of other leaders in your niche in order to emphasize your points. Think about the way academics use footnotes and bibliographies to share other experts’ information. Or why motivational quotes and infographics are so popular online – it’s because people want to see proof of the topics and concepts you are creating content around. There’s no shame in admitting that you don’t know everything and using other resources to provide information to your audience.
Of course, all of this assumes that you’ve done your research and you know your audience well enough to know where they hang out online and what types of content they prefer to consume. These tips will get you started at creating the right types of content for your people, and ensuring that it gets in front of them where they are.