The internet is flooded with various forms of content. Every morning we are bombarded with new content. As we scroll through our mobile phones rather innocuously we don’t realise how content influences our thoughts. The fact is that we are majorly influenced by online content.
Brands are connecting to their existing and probable customers through content. Over the years content marketing has evolved massively. The patterns and formats are also changing every day. Brands are increasing their share of voice through engaging and interactive content.
Big brands and organized businesses have agencies to manage their content but it is the middle level and small businesses which need help in getting a structured content marketing plan. There is also a misconception that if my product/business is good enough I don’t need content marketing. Nothing can be further from truth and this is hurting businesses and they are falling behind.
If you want your content marketing to get new customers or retain your customers there are few points one needs to keep in mind.
- Identify in what platforms your audience is available
- Be present in all the platforms where your target group in available
- Some popular platforms are Facebook, Instagram, YouTube and Twitter
- Discover and publish diverse and customised content to appeal to every segment
- Social listening is an important aspect to understand your audience
Customised content is critical to address the diverse audience a business may have to connect with a varied sensibility of a wide range of people.
What makes customized content so important?
Priorities of people are different when they search for content. They search for varied topics and formats like videos, creatives and blogs.
Your profile of your social media followers is a good place to start understanding who engages with your brand. Genuine followers/fans give a good insight.
- Understand their interests. Type of topics like animals, food, festivals etc
- Understand their job/work profile
- Check out what devices are they logging with.
- Are they married or single?
There are numerous tools to filter audience groups which one need to consider if you are looking at deeper understanding of your audience.
- Persona: These could be millennials, new parents, working professionals, small business owners, interests etc.
- Buying behaviour: Understand their buying pattern viz. brand conscious, looking for deals, health conscious etc
- Demographics: Gender analysis, age, income levels etc.
- Mobile device: Percentage of Android and iOS users.
Now get on the job to create customised and a variety of content that appeals to the majority of your audience. Some content pegs and ideas are given below.
- Create smart brand posts/videos
- Humour is always popular
- Run Quiz contests and polls
- Memes are very popular now
- Tips & Trivia is very engaging
- Important information
- Festival wish posts/videos
- Current affairs that can be integrated
- Localised content for small businesses
Final Thoughts:
Any content requires brand integration. Your design, colours, templates, fonts and communication needs to be consistent. It should look and feel like your brand. Content needs to be contextual and relatable to the current environment.
Churning exciting content everyday requires meticulous planning. A good content strategist requires a great eye for good content and connect with the audience insights. The space is very dynamic and requires dogged involvement.
If you are looking to get professional help and focus on your core expertise of running your business we are there to help. Mind & Matter has a young and vibrant team of professionals who can strategise and churn out awesome content for your brand. Be it a small business or a big brand we have handled all with great success.
