9 minute read
How to Create the Best Content for Your Audience
Updated on November 16, 2021 by Roman Shvydun
Content is only effective if it is highly targeted. Today’s market is over-saturated, making it essential to understand your target audience’s wants, needs, and pain points when creating content.
If you don’t invest in researching and understanding your audience, the first things you lose are the precious time and resources you put into creating and promoting your content. Secondly, you cost yourself a bunch of potential customers who might have given you a good conversion rate.
This is one of the major reasons why as many as 40% of businesses believe in implementing a well-laid out and result-oriented marketing strategy. These content marketing statistics show us that consumers are constantly shifting their buying preferences, and businesses are doing everything in their power to stay up to date on these latest shifts.
If you want to get on board with a successful way of building a boosted online profile for your brand, then let us take you through some amazing and workable ways of understanding how to tap the right market.
How to identify the content your audience wants
Content has evolved in the past few years as customers have started spending more time researching and less time buying.
The race is to reach the customer before the competition does, in a refined, direct, and targeted way.
While written content still works, the new way of pushing relevant content out is through videos. According to a study led by Forbes, visual content is one of the most used methods to publish content. Videos are instant, connect well, and are easy to remember.
But that’s just one of the many ways you get to connect with your audience. Let’s dive deeper into the conversation to unravel more layers.
1. Track the right metrics
Blog metrics give you insights that are uniquely catered to your needs and help you better identify your niche. They tell you if your audience is engaging with your content, how many comments have been left, what’s the feedback, if your content resonates with your clients or not, and more.
These metrics also help you in defining your future content or reworking what already exists. But you can’t rely on everything the internet tells you, which is why it is important to come up with your own set of tools to understand the metrics involved with your blogs.
Find out what medium is performing better and what type of content is working well for you by remembering these two points:
- For new businesses: Pay more attention to the platform you’re using. Your aim is to create a loyal follower base before diversifying your reach. For instance, if Instagram works better for you, try to achieve a good follower base there before moving toward Medium. That way, you’ll be confident in people being interested in what you have to say.
- For established businesses: Your focus should be on maintaining your existing clientele and building on it. Never ignore your shares and comment section. Interact with your followers and keep the engagement going.
2. Engage your audience
Interact with your audience regularly to build a strong relationship. You never know what they are thinking until you ask them!
It’s a digital world, therefore virtual connection and communication play a vital role in determining what your audience is looking for.
It will also help you understand if you're pooling your resources in the right direction or if you need to shift your focus to another market altogether.
A few ways to do that are:
- Polling: The easiest, simplest, and most direct trick in the book is to create online polls. And emails are the best way to share them because no one really goes through their day without checking their inbox. You can use email clients to send polls from multiple accounts, manage all emails in one place and use an email builder to speed up the process.
- Leverage social media: Ask a direct question on your social media handle and get an instant response. For example, a social media video requires less effort in understanding and responding. The quicker the feedback, the less time you need to draft a strategy and the faster the implementation.
Marketing automation tools will come in handy in making the process run like clockwork.
3. Research tools are a must
Research tools give you specific insights into the market you want to tap. They help you identify trending topics, news, and insights related to what your customers are currently researching.
- BuzzSumo: As the name suggests, BuzzSumo is a tool used widely by digital marketers, including HubSpot and BuzzFeed, to understand the content that is doing well and what’s not getting featured much. It uses AI to collate data from various sources and combines that data into one easy-to-understand search application, helping you identify trending content that sells.
- ContentStudio: Curating content that gives you a good conversion rate is a tough nut to crack. Tools like ContentStudio help you discover well-performing content, plan and publish great content, and then analyze the performance of your piece. The tool is a hit among digital marketers because it goes a step ahead in giving them the option to collaborate with teams, get approvals on time, and publish content on social media channels like Instagram.
- Hootsuite: Hootsuite is a tool catered toward building your social media presence. It gives you the choice of scheduling your posts, which goes a long way in helping you manage your time and planning your content beforehand. It tells you what posts are trending, schedules your content accordingly, helps you get fast approvals, tracks and improves your ROI, and filters out the feedback you receive to show only relevant comments, likes, and shares.
4. Keep tabs on your competition
Your content needs to stand out from your industry peers. Keep an eye on how well their content is doing, learn from their mistakes, and make their backlink analysis. Understand how their approach is different from yours and how you can refine yours to suit your niche better.
Here are a few ways you can do that.
- Facebook. Follow Facebook forums and keep up on how people are interacting with competitive brands. Use the Pages to Watch feature to compare your page to similar ones around your business. View your post insights regularly and compare them to well-performing posts of others in your niche.
- Twitter: Twitter offers the feature of making a Twitter List, allowing you to follow pages and companies you’d like to learn more from. Here’s what you need to do.
- Hit the profile picture and select List.
- Click on Create a List and then punch in the details. You can keep this private, which is what we’d recommend.
- Save your list and you’re done.
5. Keep a close watch on what’s trending
Following trends and ingraining them into your content is the ultimate way to create viral content. Let’s talk about Instagram here for a while.
Instagram Reels are excellent engagement boosters. Contrary to the popular belief, it is not the video that performs well; rather, these trending tunes are actually what make your reels stand out. Therefore, your focus here should be on identifying what music is trending on Instagram Reels to tap into the channel.
Similarly, your content also needs to have certain trending features that catch the customer’s attention.
So how do you do that?
- Google Trends: Google Trends shows you who is searching for what and in which country, at what time, using keywords. It shows you popular research, trending data, and the sites that are performing well.
- Feedly: Feedly filters out the content that is not performing well, to help you read only relevant material available on the internet. Using their in-house AI, Feedly flags appropriate insights from social media channels, blogs, websites, and everything else in between.
- BuzzFeed: Everything that’s viral is on BuzzFeed. This place is all you need to identify viral trends, news, data, insights, collaborations, lifestyle updates, and so much more. Quick note: Follow their Twitter page if you want instant information.
6. Leverage social media
As loyal consumers of social media platforms, we all know how powerful a strong social media presence can be if you’re looking at increasing your customer base.
But what we might not know is that social media is a great way to understand consumer preferences and market landscapes as well. It tells you where the audience is engaging the most and what content is hitting rock bottom.
- Facebook: Facebook insights not only tell you how your audience is interacting with your brand, but it also gives you information regarding age, sex, culture, and demographics that goes a long way in market segmentation.
- Twitter: Twitter helps you filter out the noise, and with its powerful analytical tools, it tells how well the audience is responding to the content. Their activity track aids in identifying the posts that are working well and the ones that are not gaining much traction.
- Instagram: Instagram is instant feedback and instant insights. Similar to Facebook, it shows you the level of engagement, what kind of audience is interacting more with your feed, and where you need to put in more effort.
7. Plan your keywords
One of the smartest tricks in today’s age is to plan and list all the keywords that are performing well. Google Trends can help you spot keywords that people are genuinely interested in.
There will be a list of generic keywords available to you. Match them with your content, identify the top ones as per your niche, and plug them in organically and strategically. They should seamlessly fit your narrative.
Check out the Google Keyword Planner as well. Pay attention to the long-tail keywords, as they give you a fair idea of all the relevant conversations that consumers find interesting and are ready to talk about. Use them to define new topics that you want to feature in your content.
8. Stay updated through forums
Forums are where you get to watch all the conversations that are trending and what is creating the latest hype. While you might stumble across multiple forums and discussion groups, two of the most well-known and widely used are Quora and Reddit.
- Reddit: Short and simple conversations that can really give you all the hot topics around the industry happen only on Reddit. Reddit uses the upvote and downvote tactic to tell you exactly what conversation is taking the lead. The more upvotes, the better the ranking.
- Quora: Quora is a gold mine for finding ideas and reading about all the shades, colors, and tones of conversations happening around the world. Less of a forum and more of a “find your answer” platform, people discuss everything on Quora. It’s also a great place to learn more and get tips from top industry experts regarding your niche.
Finding the right kind of content your audience wants can be compared to understanding how much salt is required to make a dish taste better. You might not always be on point, but a little here and there, a bit of trial and error, and trying out newer ways might just help you perfect the taste.
Understand audience preferences and interests by asking them directly. Follow the feedback you receive and work on it. Stay updated with market trends and don’t lose sight of the competition. Rework your existing content or draft a whole new piece; either way, your aim is to push content that people desire and find the approach that works best for you.
Content creation FAQs
What content do users find most engaging?
Users find video content engaging when it is short and sweet and answers a question or meets a demand that lots of people are looking for. It is also helpful to add humor when appropriate to make your content more memorable. As always, images and videos are key to more engaging social media posts.
How do I get ideas for content creation?
Here are some ideas to generate ideas for content. Create topic lists in bunches. Ask social media followers. Read blog comments. Conduct interviews. Monitor competitor websites. Check Google search suggestions. Comment on recent events. Read product reviews.