How do you connect content with your audience?

The content you choose to share, regardless of the format it is in, needs to connect with your audience. Whether you use humour, honesty or buzzwords, your content marketing needs to resonate with your target audience.

Content marketing is a valuable tool to keep at the top of your toolkit. According to Demand Metric, “content marketing costs 62% less and generates 3x more leads as outbound marketing.”

With social media part of daily life, there is an abundance of information out there. And there seems to be no limit to what you can do, say or create.

Content marketing is more cost-effective than paid ad campaigns.

The amount of noise or clutter around us is intense! Each person sees up to 5,000 ads per day. With so much clutter, many people have learned to tune out pop-ups, banner ads, etc.

How does this affect business?

Can you use content marketing to achieve common KPIs like awareness, lead generation, video views, etc.? Data show that 63% of Canadian social media users regularly engage with brands and products and 48% engage with non-profit organizations.

To keep your audience engaged, you will need to market to them with a variety of content. Whether you are focused on thought leadership, influencer programs or articles, staying true to your brand will help you maintain and potentially grow your audience. Increasing your visibility can help keep your brand top of mind.

Other content marketing considerations:

• Content type – i.e., video, GIF, whitepaper, blog, etc.
• Benefits – WIIFM (What’s in it for me?) to your audience
• Content duration – i.e. :10-seconds, :30-seconds, etc.
• Platform/channel – Facebook, LinkedIn, Instagram, TV, radio, print, mobile, etc.

Your budget, geo-targeting and psychographic data will also need to be considered to help connect your content marketing to your audience. You can attempt to execute your own program or please contact us at Fifth Story. We are happy to help!