Anybody can create content. It’s easy to publish a blog post for your website or record a video for social media, but that’s just the foundation of the work it takes to generate leads for your business. It's equally important to make sure that your content is reaching and resonating with your audience. Here are some tips on how to get the most out of your content and maximize its impact.
1. Understand your audience
Before spending too much time on creating anything, you should first understand your target audience. Who are they? What are their interests, needs, and pain points? What type of content do they prefer to consume? HubSpot has an awesome audience persona tool to help you think through these kinds of questions and humanize your ideal buyer so that you can deeper understand who they are. When you understand this, you can create content that is tailored to your audiences’ needs and interests, making it more likely that they will engage with and share your content.
2. Focus on quality over quantity
While it's tempting to produce as much content as possible, it's important to prioritize quality over quantity. High-quality content that is well-researched, informative and engaging will perform better than poorly-written, rushed content. Take the time to craft each piece of content carefully, ensuring that it provides value to your audience and aligns with your brand's messaging.
3. Optimize for SEO
Search engine optimization (SEO) is essential for driving traffic to your content. Conduct keyword research to identify the terms and phrases your audience is searching for, and incorporate them into your content. Use header tags, meta descriptions and alt tags to optimize your content for search engines. By ranking higher in search results, your content will be more likely to be seen and engaged with by your target audience. One of the best resources we’ve found to help you produce SEO-optimized content is CanIRank, which is an AI tool (we know, we know… but AI can actually be useful if you leverage it the right way) that uses keywords to help you build blog posts relevant to your brand and rank better online.
4. Promote your content
Creating great content is only half the battle; you also need to promote it effectively. Share your content on social media, email newsletters and other relevant channels to increase its reach. Engage with your audience by responding to comments and encouraging them to share your content with their networks. Consider collaborating with influencers or other brands to expand your reach even further. Use an editorial calendar to plan and organize your content so that you have a consistent schedule for when, what and how you’re producing and promoting valuable communications for your audience.
5. Measure your results
Finally, it's important to measure the success of your content. Use analytics tools to track metrics such as page views, engagement rates and conversion rates. This will help you understand what is resonating with your audience and what needs improvement. Use this data to refine your content strategy and create even more effective content in the future.
#KelseyDH Communications offers content strategy and management services to support small businesses looking to grow their engagement through digital marketing and communications. From website SEO audits to blog content to broader digital marketing services, we're intentional about taking the stress of brand management off of you and shifting your perspective so that you're excited about the possibilities of your brand. Contact us to learn more about how we can support you.
Kelsey Haynes is a proven leader in marketing and communications who enjoys helping her clients get the most out of their brands