Creating content is one of the most important tasks for any marketer. But how do you make sure your content is relevant, engaging, and persuasive for your target audience? Here are some tips to help you craft content that resonates with your readers and drives them to action.
The first step to creating content that resonates is to understand your audience. Who are they, what are their needs, challenges, goals, and preferences? How do they consume content, and what kind of content do they trust and value? You can use tools like surveys, interviews, analytics, and personas to gather and analyze data about your audience and segment them into different groups based on their characteristics and behaviors.
The only thing I'd add is that the customer only knows what they want once they've seen it. It's important to know your customers and competitors but sometimes you need to go with your gut.
Para tener éxito en tu negocio, necesitas conocer a tu audiencia como la palma de tu mano. Y aquí no me refiero a edad, sexo, demografía, etc. Lo importante es conocer sus puntos de dolor, deseos, frustraciones, objetivos. Ahora, ChatGPT nos hace más sencilla la parte de investigación. Si le das las instrucciones correctas, los resultados son increíbles. También puedes ayudarte de otras fuentes como los foros, Amazon, competencia, redes sociales o encuestas a clientes, entre otros.
Design Thinking Workshops: We frequently perform 'Design Thinking' workshops to simulate our audience's journey. By adopting their perspective, we've created content that resonates on a deeper level. An example is an empathetic newsletter series addressing client challenges, which saw increased engagement levels. Social Listening Tools: To capture how our audience consume content on social platforms, I utilized social listening tools like BuzzSumo and Mention. I discovered a preference for brief, infographic-style tips over lengthy blog posts. Pivoting to this style, we saw a surge in shares and likes, attesting to the content's resonance.
Crafting a marketing messages that resonate with Deep audience understanding is key. Open the mystery wondering black box on the top of their mind ,Speak their language and answer their emotional needs ,address their pain points, and tell impactful stories. Back claims with data, spark emotions, and make them think. Clearly guide them to move and adapt based on their response.
The second step to creating content that resonates is to define your goals and metrics. What are you trying to achieve with your content, and how will you measure its success? Are you aiming to increase awareness, generate leads, educate prospects, nurture relationships, or drive conversions? You need to align your content goals with your overall marketing and business objectives, and set SMART (specific, measurable, achievable, relevant, and time-bound) criteria to track and evaluate your performance.
Understand what you want the consumer to get from your content. Are you looking to inform them about new products/ features? Are you trying to attract new customers or push people down the purchase funnel? Understanding your objectives first can help you define productive goals instead of vanity goals that may look good on paper but don’t push your business forward. Then be clear on what you’ll track and how often you’ll check the progress.
The third step to creating content that resonates is to choose your format and channel. Depending on your audience, goals, and metrics, you need to decide what type of content and what platform will best suit your message and your strategy. For example, you might use a blog post, an infographic, a video, a podcast, a webinar, or an ebook to deliver your content, and you might distribute it through your website, social media, email, or other channels. You need to consider the strengths and limitations of each format and channel, and how they fit your audience's preferences and expectations.
The fourth step to creating content that resonates is to craft your message. This is where you need to use your creativity, skills, and tools to write, design, record, or produce your content. You need to make sure your content is clear, concise, compelling, and consistent with your brand voice and tone. You also need to use storytelling techniques, emotional appeals, and data-backed arguments to capture your audience's attention, interest, and trust. And you need to include a strong call to action that motivates your audience to take the next step in their journey.
The fifth step to creating content that resonates is to optimize your content. This means you need to apply SEO best practices, such as using keywords, titles, headings, meta tags, images, links, and schema markup, to improve your content's visibility and ranking on search engines. You also need to optimize your content for mobile devices, accessibility, and user experience, to ensure your content is easy to find, read, and interact with. And you need to optimize your content for conversions, by using landing pages, forms, buttons, and other elements that encourage your audience to take action.
The sixth and final step to creating content that resonates is to test and improve your content. This means you need to monitor and analyze your content's performance, using tools like Google Analytics, social media insights, email reports, and heat maps, to measure and evaluate your results. You also need to conduct A/B testing, surveys, feedback, and reviews, to identify and understand what works and what doesn't, and how you can improve your content. You need to keep learning from your data, your audience, and your competitors, and keep updating and refining your content to make it more relevant, engaging, and persuasive.