“Content is king.” “We are in the age of content.” These are common expressions in marketing today, and marketers are familiar with them. They have reasons for doing so, since content marketing deepens engagement with current clients, attracts new ones, and helps build industry leadership. But not all of us are marketers; sometimes, it can be confusing to understand the age of content and how your business can benefit from it. This can also create pressure to deliver content daily to stay relevant, putting a lot of stress on your team’s shoulders.
To help with that, we’ve put together a comprehensive guide so you can finally understand how to create content that resonates with your audience and not rely solely on promotional posts on Facebook (which are not inherently wrong but can eventually exhaust your followers).
Before starting to plan and create 50 blog posts and reels per month, it is vital to find your ideal audience—the ones who will be interested in your content, engage with it, and eventually buy from your business. The Internet allows us to reach virtually the whole world population, but that doesn’t mean you need to direct your post to all of them. Segmenting your audience will help you increase your reach and achieve your marketing goals.
Finding your audience means gathering demographic information such as age, gender, occupation, location, interests, and psychological information like their needs, dreams, values, and aspirations. This will help your content resonate better with them and make it more valuable because you’re targeting their needs and offering them a solution.
Also, consider their media-consuming habits: Do they read long-format content like blogs and media articles? Or do they prefer to watch short videos? Do they scroll through social media? Are they following your competitors or your partner’s website? Knowing this will allow you to post your content in the formats and channels your ideal clients use, making it easier for them to find you.
The easiest way is to research. If you already have a website and profiles on social media platforms, go to their metrics and gather the data they collect. Typically, these platforms collect basic demographic information like age, gender, and location, and social media will also show engagement information such as likes on your content, comments, shares, impressions, views, and viewing time of your videos.
If you are just starting, search your competitors online and see what topics they post about, how their audiences react, and what interests them. If you’re on Facebook, your page analytics will show what other pages and categories your audience follows on Facebook.
Once you find out your target audience, you can organize it in a document called a “Buyer Persona. ” This is a representation of a fictional person with all the traits of your target audience. In this document, you can put their demographics, interests, hobbies, and more to help you visualize who you will talk to.
A content strategy is more than pulling out a calendar and setting posting dates in your channels. This is helpful, of course, it helps you plan, delegate, and create content without stressing yourself and your team because you need to figure out what to post tomorrow. However, developing your content strategy requires setting deadlines, defining objectives for your content, and researching topics to nurture your channels.
Using your business’s core topics is a great way to start planning your content, as you’re experienced with them and know how your company stands out from others in the industry. Say you have a dental practice in Boca Raton. Your core topics would be related to dentistry: the importance of dental hygiene, the most common dental procedures, how frequent visits to the dentist should be, and more. These topics will help you showcase your expertise and leadership in the dental scenery, building trust within your target audience.
In the same way, it’s essential to look for other topics, as you may use your core ones sooner than expected. After all, how many times can you talk about dental hygiene tips without becoming repetitive and boring? If you’re feeling a creative block, here are some ways you can find inspiration again:
Check on social media: as easy as it sounds, checking out groups and posting on social media can give you valuable insights about the topics that spark interest in your industry and drive engagement. Take a stroll on Facebook, Instagram, X, and other platforms used by your target audience and search keywords and phrases to find what your industry is talking about.
Look within your customers: One of the best ways to find topics your audience is interested in is simply asking them. Send them short surveys via email, do polls on social media, and use your posts to ask them what they want to see from your brand. You can also chat with your customer-facing employees to see what topics pop up the most in their conversations.
Keyword search: Many keyword research tools are available to enter one of your main keywords and get long-tail keywords for inspiration for new posts. In this way, you increase your chances of appearing in organic search results and can address your target audience’s information needs. Back to our dental practice in Boca Ratón, let’s say their main keyword is “dentist in Boca Raton,” and they are running off ideas to keep creating content.
In this case, we put it on Ubbersuggest, but you can use the tool of your preference and look at how many variations of it we have. So, if our dentists offer dental implants, they can make a blog post or TikTok covering different types of implants and their pros and cons.
Holiday planning: Use your demographics to discover the holidays your target public is most interested in and plan your content accordingly. For instance, let’s see how our previously mentioned dental practice could use the upcoming Halloween night to create valuable content for their customers:
Children go to the dentist the most since they are more prone to develop dental caries and improper dental alienation. They also enjoy Halloween the most, usually ending with a bag full of candy they may devour that same night if you leave them unattended.
Our dental practice could prepare a post to teach parents about the most common dental issues associated with excessive sugar consumption and how to prevent them. This post would demonstrate the dentist’s knowledge and expertise and can also spark the parent’s interest and gratitude since they can avoid visiting the dentist. Fun fact: almost 20% of children in the US fear going to the dentist.
Remember that you’re writing for someone, and that person will most likely read your content on a digital device, so you can’t write your post like a book. The average person’s attention span is 8.25 seconds, so if your audience doesn’t find what they’re looking for in the first paragraph or seconds of your content, they’ll simply search on another site.
To ensure that your content is relevant and clear to your audience, you can follow these tips when creating it:
Complement your content strategy using the original content you have developed over the years. Your blog posts, white papers, webinars, videos, and ebooks can significantly impact your audience if you incorporate them into new interactive content in other channels like social media and newsletters. For instance, you can use your 1-hour masterclass on new construction materials like transparent aluminum to create shorter reels with the presentation’s key points. Or you can do an infographic resuming your ebook about common health issues in households and send it in a newsletter.
There are many ways to turn your valuable but long, evergreen content into colorful and more approachable bites so you don’t burn yourself out trying to create new blog posts, reels, and Facebook stories every day. This interactive content can also improve your brand exposure, as you don’t only rely on website traffic to get known; you’re going out to the places where your audience is.
One of the most helpful features of digital content is the ability to access on-demand data to see how our content is performing on the platform. By reviewing your metrics, whether on your website or your social media profiles, you can monitor the content and stories that drive your audience’s engagement, traffic, and sales.
Most social media platforms recommend waiting at least 7 days before improving your content to ensure you have enough information to analyze and act on. So wait for a bit—it can be 7 days or more—and then look at your platform’s metrics to see what content is performing best and which is performing worst.
And, after testing, start again. Don’t forget that the heart of valuable content is your audience and their needs, desires and interest can change over time. Instead of sticking to one topic that has prove to work, stay informed on your audience’ interest so your content is always relevant to them.
The process of creating value content can be long and tiring, but its definitely worthy and will increase your business exposure in a world where outstanding is the only way to make it.
From blog to social media post, from SEO to print advertising, in Xperience Marketing we have over 20 years of experience helping small and medium business in all Florida grow to the next level.
If you’re feeling like creating content is becoming more of a burden than an asset for your bussines, partner with us to find a reliable and dynamic team seasoned in content creation that will take the time to understand your business needs, goals and audiences so we can provide them valuable content inside your industry.
Wheter you want blog post, reels, stories or Youtube videos, our team will handle it so you can focus on growing your business instead of burning your lashes finding new topics and posting content. So wait no more and contact us today to star elevating your content game!
