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What are the best strategies for creating a two-way conversation with your audience using content marketing?

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Content marketing is not just about producing and distributing valuable content to your audience. It is also about engaging them in a meaningful dialogue that builds trust, loyalty, and advocacy. But how can you create a two-way conversation with your audience using content marketing? Here are some strategies that can help you achieve this goal.

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Noelia Jiménez González

Creo estrategias de comunicación y contenidos para que tu negocio convierta visitas en clientes y, más tarde, en…
Jesse Harris, MASc, MSc

Create content scientists actually read | Senior Editor @ BrandLab
Pedro Pavanato

?? especialista em conteúdo no LinkedIn | ghostwriter | LinkedIn creator

1 Know your audience

The first step to creating a two-way conversation is to understand who your audience is, what their needs and pain points are, and how they consume and interact with content. You can use tools like surveys, interviews, analytics, and social media to gather insights about your audience's preferences, behaviors, and feedback. You can also create buyer personas and customer journeys to segment your audience and tailor your content to their specific needs and goals.

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Hassan Abbasi

Content Strategist | LinkedIn Ghostwriter for Executives, Founders, and Entrepreneurs | Freelance writer ??
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Want your content to spark conversations? Here's the magic formula: Ask away! End blogs/videos with thought-provoking questions to get people talking. Be a good listener! Respond to comments, address concerns - show you care! Make it interactive! Polls, quizzes get people engaged and sharing. Social media is your friend! Share content, answer questions live, host chats - it's a two-way street. Empower your fans! Encourage them to share photos, stories - build community and give them a voice. By using these tips, your content marketing becomes a dialogue, not a monologue. You'll learn from your audience, build connections, and keep them hooked!

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2 Use multiple channels

The second step is to use multiple channels to deliver and promote your content to your audience. You can use your own website, blog, email, podcast, video, or social media platforms to reach your audience where they are and offer them different formats and types of content. You can also leverage external channels like guest posts, webinars, influencer marketing, or online communities to expand your reach and authority. The key is to choose the channels that match your audience's preferences and habits, and optimize your content for each channel.

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3 Encourage interaction

The third step is to encourage interaction with your audience through your content. You can do this by asking questions, inviting feedback, soliciting opinions, or offering incentives for participation. You can also use interactive elements like polls, quizzes, live chats, or user-generated content to make your content more engaging and fun. The more you interact with your audience, the more you can learn from them, build rapport with them, and foster loyalty and retention.

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Noelia Jiménez González

Creo estrategias de comunicación y contenidos para que tu negocio convierta visitas en clientes y, más tarde, en embajadores de marca. Copywriter, redactora, formadora, consultor
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Una vez sabes a quién dirigirte, cómo hacerlo y con qué objetivo llega el momento de redactar tu contenido. El mismo deberá estructurarse y utilizar los elementos necesarios que has detectado en el estudio que has hecho en los pasos anteriores. Además, piensa siempre en redactar contenido como si de una conversación real se tratara. De esta forma será mucho más fácil que la persona que te lee se sienta parte del artículo. En este sentido, empezar tus contenidos con storytelling o datos reales para captar la atención de tu lector o lectora te resultará de gran ayuda.

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Pedro Pavanato

?? especialista em conteúdo no LinkedIn | ghostwriter | LinkedIn creator
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If people don't interact, you're doing something wrong. You want to post something that get people's attention. If you are not getting likes and comments, 99% of your mistakes can be fixed within these 3 elements: Hook: this is what gets people's attention Bad hook = no views Good hook = views. Content: Is the information you're telling relevant to your audience? No = dump it. Yes = format well, and you're good to go. CTA: Be simple and straight to the point, don't ask for the person to do 5 different things (follow me, comment, send me a DM). If your followers are interested, they'll engage. The secret is always engaging, people who end all their posts with “what do you think?” are just lazy to be honest (and what a bad CTA).

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4 Respond and follow up

The fourth step is to respond and follow up with your audience after they interact with your content. You can use tools like email marketing, social media management, or customer relationship management to monitor and manage your audience's responses and reactions. You can also use automation or personalization to send timely and relevant messages to your audience based on their actions and behaviors. The goal is to show your audience that you appreciate their input, value their opinions, and care about their needs.

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Jesse Harris, MASc, MSc

Create content scientists actually read | Senior Editor @ BrandLab
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The best place to actively engage with your audience is social media. LinkedIn, Twitter, Facebook, etc are all forums designed for back-and-forth between creators and their audience. Whenever possible, respond to anyone who comments on your content - not just with a “yeah, thanks” but a thoughtful response. This is absolutely critical for anyone trying to build a small following.

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5 Measure and improve

The fifth step is to measure and improve your content marketing performance based on your audience's feedback and behavior. You can use tools like analytics, testing, or reporting to track and evaluate your content marketing metrics and goals. You can also use tools like surveys, reviews, or testimonials to collect and analyze your audience's satisfaction and loyalty. The aim is to identify what works and what doesn't, and optimize your content marketing strategy accordingly.

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6 Be authentic and human

The sixth and final step is to be authentic and human in your content marketing. You can do this by using a consistent and friendly tone of voice, sharing stories and experiences, showing empathy and emotion, and admitting mistakes and failures. You can also do this by showcasing your brand personality, values, and culture, and highlighting your team members and customers. The essence is to show your audience that you are not just a faceless entity, but a real and relatable person or group of people that they can trust and connect with.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best strategies for creating a two-way conversation with your audience using content marketing?

1

2

3

4

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1 Know your audience

2 Use multiple channels

3 Encourage interaction

4 Respond and follow up

5 Measure and improve

6 Be authentic and human

7 Here’s what else to consider

Writing

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What are the best strategies for creating a two-way conversation with your audience using content marketing?

1

2

3

4

5

6

7

1 Know your audience

2 Use multiple channels

3 Encourage interaction

4 Respond and follow up

5 Measure and improve

6 Be authentic and human

7 Here’s what else to consider

Writing

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