If you’re like most business leaders, you spend a lot of time or money creating content for your marketing program. But are you getting the results you want or need from that content? If you are not getting good engagement from your content, the tips in this blog may help.
Of course, these are general tips and not specific to your content. In addition, these suggestions assume you are using a multichannel approach, not an omnichannel approach. We can discuss how these suggestions would be different if you’re using an omnichannel approach, and I can do a content marketing review to give you suggestions specific to your own content. if you would like. You can schedule that here.
But there are some common things I see in content when I hear it’s not working. Since content spans every aspect of your marketing, I will focus on three commonly used media: Website, Social Media, and Email. Your content in all three media matters, and there are some general guidelines that may help you get better engagement.
When it comes to your website, it should have the most general of the content used across these three media, since you don’t always know who will see it until they come to your site. Once they are on your site, you can tell which pages they view – and which pages they prefer. You can also drive traffic to specific pages on your site to learn more about your visitors. When you create the content for your website, it should appeal to people who do not understand what you do and help them get to know your brand better.
With email content, you should know enough about your recipients to segment them. Some email marketing platforms also enable you to provide dynamic website content tailored to your contacts based on AI-aided assessments of your email recipients’ behaviors and interests. Content for your email marketing program, therefore, should be less general, more personalized, and do more to convey your expertise.
When it comes to social media, your content needs to be created for more than just what your audience wants. You need to share content that generates engagement with the audience or your strategy for social media will fail. This is where you need to be the most interactive. Not sure how to improve your social media content? Sign up for that discussion I mentioned above and I will share some ideas. Here’s the link again.
No matter what medium you are creating your content for, you need to think about what the reader (or consumer) of that content wants, why they might be using that medium, who that person is, and at which stage in the buyer’s journey they might be at. Then make sure you align your content accordingly. It’s important to start by intentionally deciding the role you want that content – and medium – to play in a marketing program that builds the relationship along the entire customer journey.
Speaking of marketing that builds the relationship, are you practicing accidental marketing? Here’s a recent blog that you may want to read to find out. It’s worth the three minutes it will take you to read.