Whether it be a website, a subsection like a blog, or a non-digital platform, the content is the most vital ingredient. If something presents badly and evokes no intrigue, you have wasted your audience’s time and your own. What you need is content marketing. Without committing to that, there is little point continuing at all.
When content marketing, you first and foremost have to consider who you are marketing to. For the internet, it’s safer to assume your audience are the younger, more tech-savvy (though do not solely rely on this). Millennials like social media, things to happen quickly, and things which do not require too much of their attention for too long. Their love of social media is also beneficial to your content- they can do some marketing for you! Ensure you make something youths are keen to share and your audience automatically expands when it is shared to their Facebook wall or Twitter page.
Don’t rely on them doing the work, you have to use your own social media pages in the first place!
For something to make a splash on social media, be certain your content is up-to-date. Trends and news change at an alarming rate; everyone has to be sure they keep up with events in real time. Content is less likely to be shared if it seems as though its information is second-hand or second-rate. Infographics are an immediate way to captivate, selecting information that, when correctly placed on a page, will entice people to stay on rather than surfing elsewhere to suit their needs. Infographics can also be shared on social media pages and command space on a newsfeed or timeline.
Older audiences are generally easier to market to- which stereotypes them in a way your content should not. Middle-aged adults/baby boomers do not react fondly to the stereotypes of being stubborn with what they’ll respond to. Content marketed towards younger demographics should not necessarily cast aside their parents or older relatives. People respond to being included rather than directly pitched. If you were to mention in your content the specific age range you’re targeting, the excluded will be put off. If you were to carefully avoid any notion of desired audience, you’ve subsequently widened the net. Just a hint: larger fonts are always helpful no matter what. You’re not saying “old people can’t read small words”, you’re subtly making everything accessible.
Keywords are more for attracting your content’s audience in the first place. Do not overload your content with keywords as it will register in search engines as spam, pick out the most relevant and focus on them. When your audience searches, your page should be high in the rankings. SEO is important for your website’s perceived legitimacy as well as the hit rate. Not all internet users are typing 100 words per minute with a solid idea of how to navigate the web, many will have a general idea of what they need and search for the basic associated words.
If you find something other companies are not addressing that is relevant to your company, it is up for grabs as the niche you command. Trying to find the gap in a market is good advice no matter what you’re producing.
If your content is blog related, be sure to be keep it relatively concise. A word count under 1000 words will be able to include relevant information and hold the interest of younger audiences with stereotypically shorter attention spans. Over 1000 words delves into specialist territory in which you can be sure of a captive audience. This is something media blogs can fall-back on- fans of a TV show will read 2000 words of interview or exclusive content about a new series they have established interest in. If you are offering something new, you cannot afford boredom to sneak in.
When writing, consider the one word: adaptable. Can you change your content to fit in different situations? If you can, you’ve saved yourself work in the long run and made yourself more accessible. While it has been mentioned more concise pieces are more likely to be read, there are those willing to dedicate their time to a more in-depth article.
Think again of social media- to certain audiences, if it doesn’t seem appropriate there, it won’t seem appropriate anywhere. Online newspapers understand the importance of headlines, just as with the print versions. If something is eye-catching and gives away parts of the story but leaves out the essentials, that’s another visitor to the site. For instance, a headline that reads “UK could be in danger from firestorm” would attract readers because the necessary information is not given, just the ‘click-bait’ title. This also suggests valuable content that any demographic would need to be aware of. Though, this is a technique only suitable for certain types of content.
With regards to information, you can be creative in the way you present it. Depending on your demographic, presentation can be vital. Certain groups find large chunks of text off-putting, whereas others will have an aversion to garish infographics. Young generations often feel they already know everything, you have to disprove this as soon as possible. You have something they need.
Essentially, make sure your content is valuable. While there is a market for relatively useless information and companies will make the most of the fact, news travels fast online and that reputation sticks, especially with a generation that may feel entitled to certain. things. The value your content provides could easily be what sets it apart from the crowd.
Social Heroes are experts in Content Marketing. If you think that we can help you in your