I understand how critical creating relevant experiences for your target audience is (one of the brands I’ve worked — www.moche.pt — targets a youth market, so it’s a constant challenge for myself and the team) is in marketing to capture customers, but it is obviously just as imperative to know how to successfully speak directly to your target audience through compelling content.
Understanding what matters to the customer–or how to speak their language–is not an easy feat. I’m going to try and give you some tips that might get you on the right track to creating more relevant content.
Ask your customers:
The best way to find out what matters to your target audience is to just ask them. We often make the mistake of guessing what they might be interested in, which widens the margin of error. You can ask your audience in person, via email, via social media channels, via surveys, etc. This results in a mutually beneficial situation–you realize how to reach your target audience, and they receive the information that they want.
Measure analytics, leverage data:
One of the best ways to create relevant content is to learn what has been successful in the past (and what hasn’t)–whether it be shares, downloads, page views, comments, social media mentions, or any other measurement.
Keeping up with trending topics on search and social media channels at any given times can be an insightful look at what your audience is talking about, and therefore interested in. A number of resources are at your disposal for tracking trends (i.e.Google Hot Trends).
Follow mentions and conversations:
You can alternatively narrow your scope to discover what’s hot within a particular topic or industry by using analytics and social media management tools to track the conversation around it. Observing what your target audience is sharing or saying regarding a particular topic can provide pertinent insights into their interests. For example, HootSuite and Radian6 are popular tools used to track certain keywords.
Align content with goals and brand:
In order to earn and keep credibility, you must be conscious of your objectives as a brand when creating content. Your content should be consistent with your image, voice, and target audience to stay on track. Remember, the content created must be relevant and it should objectively help you achieve the main goal.
Leverage content optimization:
What your target audience is sharing and searching for online is of course indicative of their interests. You can use leverage content optimization tools and once you know the keywords and phrases being searched, apply them among your content to optimize your content.
Choose the appropriate channel:
It’s equally fundamental to know not just what your audience is saying–but wherethey’re saying it. This will give you an idea of where to present the content and how it will be received by the readers. While some content merits a Tumblr post, other content may best fit in a Tweet.
In my opinion, creating relevant content it’s a major challenge and the most rewarding when you succeed.
There you have it…any remarks?
Pedro Garcia – Content & Digital Strategist na Wingman