Digital spaces are crowded. Business owners know better than anyone that, when it comes to getting any good or service, options abound. And though that’s a great thing in our increasingly convenience-oriented world, it can present businesses with quite the challenge: how, when all is said and done (and Google searched), can you stand out from the competition? Sharing content successfully can’t be boiled down to a linear plan; it’s more like a web of strategic moves, creative choices, and original ideas that work together to establish your thought leadership and boost your reputation. That being said, it’s completely possible to navigate – and even to master – that web. All it takes is knowing where to start – and what to prioritize in your content. In this blog post, we’ve compiled our top tips to make your content more impactful with your audience. Check them out below.

Know Your Audience

What does that even mean? “Know your audience” is one of the oldest pieces of advice in the book, but what does it mean in our digital age? It means coming up with a detailed, data-driven buyer persona that serves as the foundation of your entire campaign. A buyer persona is a representation of your ideal customer, and it’s based on real data that you compile about your clients’ demographics, finances, and lifestyle. Your buyer persona will not only tell you these surface-level aspects of your ideal client; it should also predict their marketing style, purchasing behaviors, and pain points that can be addressed by your company. Creating a detailed buyer persona will allow you to create specific, quality content that speaks directly to the kind customer you want to attract.

The Buyer Persona is important because it gives you a detailed understanding of your future customers: their financial profile, their online activity and preferred channels, and – most importantly – their current pain points and purchasing behaviors. Having a Buyer Persona makes you able to anticipate the specific issues your potential customers are experiencing – and provide them with content that addresses those issues head-on.

Be Timely

No matter what industry you work in, it’s completely possible to create content that’s relevant to what’s happening in the world around you – and timeliness is one of our most important tips to make your content more impactful. If your business is in the service industry, share content that’ll address your customers’ seasonal needs. For example, if you run an HVAC company, it’s a great time to write blog posts urging your customers to make sure their air conditioner is in good shape before summertime hits. However, if you run a completely digital business, pay attention to popular hashtags, Google searches, and news stories of the day. Share your expertise on timely topics that are relevant to your industry, and meet your customers where they are by discussing the events, topics, and breakthroughs they’re already searching for.

Understanding your ideal customer’s online behaviors, and the unique stage of life they’re experiencing, allows you to determine what content to create in order to resonate with them – and what digital channels will help to most effectively deliver your message.

SEO!

One of the most important things you can do for your content is to ensure that it’s optimized for search engines. In plain English, this means making sure your website comes up as close to first as possible in a Google search that’s relevant to the services you offer. Search engine optimization (SEO) is the process of getting your web pages to rank highly on search engines through the strategic use of keywords. SEO is a complex and nuanced process, and entire full-time jobs – and marketing departments – exist for the sole purpose of making it happen. That being said, there’s plenty that you can do to make your content SEO-friendly: include links to your website in every blog post; have a “focus keyword” for every blog post you share, and make sure it’s mentioned throughout the post; make your posts easy to read by including headlines, images, and captions throughout. The list of what you can do goes on and on – and, if possible, we cannot stress enough how good of an idea it is to work with a professional digital agency for SEO.
Getting your content to stand out in our crowded cyber-world can feel overwhelming, but it boils down to consistency, specificity, and strategy. By staying true to your buyer persona and meeting your customers where they are, both in their buyer’s journey and on their most frequented channels, you’ll be well-positioned to share effective, reputation-boosting content. If you have any questions about revamping your digital strategy, let’s get coffee.