To interact with your target audience, quality content is still a leading way to introduce and establish yourself as a thought leader and industry expert. When your clients have questions, well-produced and considered content should answer them before they are asked. By creating a content plan that taps directly into their pain points and problems – and features well-researched insights that address them – you position yourself to be the first port of call when people need help – you become not only a service provider, but a problem solver. Your content marketing strategy may include many mediums such as blogs, video and podcasting but what matters most is that the information you convey is relevant, accurate and engaging.
As your online reputation builds, and you become renowned as a trusted expert in your field, your business has the potential to boom alongside your reputation. Consistency matters. To create content that is meaningful and important, your message needs to be more than just clear – it must also be congruent. Saying one thing on one platform and representing a different view on another platform will confuse your audience. To help build and enhance your reputation as a genuine thought leader, search your name online to see what others see and ensure that the content you have on view tells the story you want to tell- from your LinkedIn profile posts, to your blogs and website profile.
If your customers find your content truly useful, it opens the door to longer, more detailed conversations. By helping solve the problems your clients are facing, they develop trust in your knowledge and enjoy coming back to listen to more. Clear, consistent communication is the foundation for true customer loyalty. Listen to their stories and their problems and create content that addresses them directly. Real conversations aren’t a one-way street. By creating opportunities for dialogue with your target audience, you open the door to creating better client relationships and long-term client loyalty.
Content and context
Quality content will always be king but, according to bestselling author and digital marketing guru, Gary Vaynerchuck, context also matters. Your audience loves stories but the way stories are listened to changes – and continues to change from platform to platform. Analyse the platform on which your story will be told and understand the psychology behind the user engaging with that platform. By creating the right context for your content, the message you are sharing will stand a better chance of being heard. See your content through the eyes of your target audience, and imagine the way they are being introduced to it. When you truly respect their interaction with your content, you’ll deliver it in a way that makes an impact.
If the TV was the new radio, then the smartphone is the new TV. Whoever produces the best content for this platform will win. Simple. Across the globe, companies still spend billions of dollars each year on 30-second TV commercials but, thanks to our smartphones, we can fast-forward and, largely, ignore. Smart marketers recognise this and are agile enough to respond – creating content strategies that work with the tools today’s audience uses. If your message is not reaching your audience and the way they interact with their slice of the world, it’s time to change and do things differently. Yes, content will always be king but understanding how that content can be seen and engaged with is a critical link to marketing success. Solving problems wins business for your brand and the companies that can put solutions into the hands of their ideal target market in a way that is understood, appreciated, and shared, will be the ultimate winners.