Figuring out what type of content is most appealing to your target audience can be a challenging task. Before you begin sharing content, it is important to know what your audience wants to see. Do your buyers or followers want a bulk of information, or do they need a more condensed version to quickly solidify their decision?
Informational content will educate your customers on an entire overview of the product(s) you’re selling. This type of content will answer your audience’s questions and provide information your target buyers need in order to make an educated decision.
Decision making content or transactional content exists to influence the customer’s decision leading up to a transaction. This type of content will appeal to the buyer’s emotions and persuade them to buy your product with less emphasis on facts. You’ll want to highlight key features that sets you apart from competitors. Providing reviews and getting straight to the point is helpful.
What Content Can Your Audience Relate to?
There are different types of content that can appeal to your customers. Content ranges from the following:
- Newspaper articles and advertisements
- Video/TV commercials
- Social media posts
- Case studies
With the growth in popularity of social media platforms as advertising mediums, it may seem that social media ads are the best choice for your business. However, you should not abandon more traditional forms of advertising such as TV commercials and print ads – it all depends on your target audience’s preference.
Each form of content works in a unique way to reach your audience. If your audience is active on social media, advertising on Facebook or Instagram might be the best way to reach your audience. If your customers often consult your website for information about your products, developing a blog could be a great choice. Choosing the right type of content for your potential customers will keep them engaged and create brand loyalty. A form of content that has recently become very popular is video content.
Videos are a large part of content marketing, and they continue to evolve through greater quality and engagement. According to a HubSpot survey, nearly 50% of those surveyed said they watched over an hour of video advertisements each week. Additionally, a report shows that “how to” videos have substantially increased in popularity over the last few years. Video content can also include breaking news, much of which will include advertising.
Social media users are consuming more content than ever. Using several social media platforms can greatly benefit your business, but you have make sure your target audience is engaged. Video marketing, as mentioned above, can be incorporated into social media advertising. An example of the power of social media marketing is that your content can continue circulating well after the initial content was shared. Content can be shared several times through retweets and likes, keeping the content available and boosting engagement.
A more traditional content approach, newspaper articles, is still very much present today in content marketing. While printed versions of newspapers are still available, newspapers also have a large online presence. According to a survey, it was determined that most news article readers skim-read and only focus on important content. Companies with an audience that prefers news articles should follow tips on how to create easy-to-read content for their customers.
Developing a Successful Content Strategy
Through research and learning more about your customers, you’ll be able to find the perfect balance of content for your audience. It may take time but investing time and effort in creating a successful content strategy is well worth it.