In marketing, creating relevant experiences for your target audience has always been the best way to capture customers. That means creating compelling content that speaks directly to your target audience. Or, in the words of online marketing expert Bryan Eisenberg, ”speak to the dog, in the language of the dog, about what matters to the heart of the dog.”
Easier said than done, however.
According to a recent study by Junta42 and MarketingProfs.com, creating relevant content is the No. 1 challenge among content marketers by a wide margin. It’s difficult to know exactly what matters to the “heart of a dog,” or even how to speak their language.
So how best to create relevant content? Here are six tips that might help:
Ask your customers – Want to know what matters to your target audience? Just ask them. Too many times, marketers guess at what their audiences might be interested, instead of directly asking them. You can do this in person, through email newsletters and via social media channels such as Twitter and Facebook.
Leverage data – One of the best ways to create relevant content is to see what’s worked before, whether it’s downloads, shares, social media mentions, page views, or some other type of measurement. What did you audience respond to in the past? You can see what’s been successful, and try to find a way to put a different spin on the same topic. To do this, you need to be familiar with both web and social media analytics tools.
Unearth trending topics – It may be a broad, but looking at different trending topics – via search and social media channels – may help spark ideas and give you a better understanding of what your audience is interested in a higher level. Alexa Hot Topics, TweetMeme, and Google Hot Trends are a few of the resources you can use.
Investigate social mentions – If you want to see what’s hot in a particular industry or category, track them using a social media management or analytics tool. Seeing what people are sharing and saying around a particular topic can give you important insights into what your audience is interested in. For example, we use HootSuite to track a number of industry keywords, such as content marketing, SEO copywriting, content optimization and many others.
Use crowd-sourced topic suggestions – Content marketplaces, such as TextBroker, now offer customers the ability to outsource topic suggestions to their community of writers. For a small fee, you can ask the writing community for story and headline suggestions around a certain topic, and get back dozens of different responses, according to company officials.
Leverage content optimization tools – Lastly, you can use new content optimization tools such as InboundWriter to get a better sense of what your target audience is searching for and sharing online in real-time. You can use these keywords and phrases to spark ideas, as well as apply them in your content to ensure enhanced online visibility.
Do you have other tips or resources for creating relevant content? We’d love to hear them below in the comments section.