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Is Your Content Talking to the Right Audience?

Andrea Schultz
by Andrea Schultz on Sep 22, 2016 9:15:00 AM

All too often you hear agencies and companies talking about how much content they need or on the flip side, how much they have already created.  They write this many blog posts, create this many infographics or publish so many new videos per month.  Plus they create a white paper every quarter.  Don't forget the email blasts, e-books, newsletters, and the list continues on.  At first you think, this is AMAZING!  This company is creating so much great content, their inbound marketing strategy must be a huge success.  And maybe it is.  But maybe it isn’t either. 

Just because an organization creates a constantly growing library of content, doesn’t mean it’s the right content.  The key factor that needs to be at the heart of any content marketing strategy is the audience.  If your extensive library of content doesn’t speak to your target audience, your success will be limited at best. 

How Can You Be Sure Your Content is Talking to Your Audience?

There are four key steps to follow in order ensure the content your business is publishing, is speaking to your buyers.

1. Define your target audience

Decide specifically who your audience is and create personas to establish who your buyers are, what’s important to them, what problems they have and how they like to communicate.  The personas will be the starting point in every piece of content you consider developing moving forward.

2. Establish benchmarks

B2B-Content-Marketing-Stat.jpgHow is your current content performing?  Record a variety of metrics including bounce rates, pages / session, conversions, shares, likes, etc. to see how visitors are interacting with your content.  This analytical data can then be used to set benchmarks for your new efforts as well as see where improvements are needed with your current content.

3. Set goals

C’mon! We’re all goal crushers at heart. But you can’t crush a goal you haven’t set.  Use your benchmarks and planned improvements to estimate what metrics you want to hit.  Make sure you are setting SMART goals (Specific, Measurable, Attainable, Relevant, Timely).  By setting SMART goals you are providing the foundation for continued success.

4. Continuous Improvement

In my opinion, this is the most important step.  You’re not always going to hit the mark, so you need to ensure you have the steps in place to learn from your mistakes and improve the next time around.  Your audience’s views and opinions may change as they move through different life stages and even throughout their buying journey.  Your content needs to evolve too.  Learn from the past to create stronger content in the future.

So, have you addressed the above four steps?  Does your content marketing strategy include these items?  If not, it should.  All the content in the world won’t help your business sell your products and services if you’re not talking to the right people. 

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Andrea Schultz
Written by Andrea Schultz
Andrea is the VP, Online Marketing at E-Power and works to integrate and organize the pieces of the puzzle to carry out highly effective programs for our clients. As an account lead, she runs the day to day programs for a number of our clients, but she is our team's sounding board, chief problem solver and all around organic guru, working hard to ensure all of E-Power's clients benefit from her experience and expertise.

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