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Using the Right Content to Fuel your Inbound Marketing Efforts

by Michelle Nessman | May 03, 2017 | Marketing
hand pointing to content on a laptop screen, the right content fueling their marketing efforts

We’ve all heard it before content is king, which is without a doubt true, but can be fatal if you don’t create the right content to fuel your marketing efforts. Producing content isn’t enough to attract your ideal customers, instead you need to focus on attracting the right customer, at the right time on the right platform. Follow these steps to ensure you are optimizing your content and reaching your target audience:


  1. Define your Target Audience: If you’re asked the question “who is your target audience” and your response is everyone, you are probably not reaching your target audience. It’s no longer pragmatic or efficient to target everyone, it causes your content to lack personalization, depth and usually doesn’t engage the correct audience. By defining your target audience through demographics and behaviors you are able to personalize your content and attract the correct qualified leads at the right time in the buyer’s journey.  
  2. Discover: Once you have defined your target audience conduct research to figure out what platforms your audience is spending their time on, what keywords they are entering into search engines, and what time of day they are accessing information at. This information will help optimize the topics your content is written about better engage your target audience.
  3. Keywords: Everyone likes the word free, keywords are an important piece within content, they are what drives targeted traffic to your website for free. They are words or phrases that users type into a search query to find what they are looking for. Search engines also use keywords to figure out what your webpage or images are about to index them.
  4. Create a Content Calendar: Once you have chosen your appropriate target market, figured out what platforms to publish content on and selected relevant keywords it’s time to create a content calendar that focuses on engaging your target audience. It may seem tedious to create a content calendar but in the long run saves you time, energy and money, while keeping you on track through hectic work days. Calendars can be made on a monthly, quarterly, semi or yearly basis depending on what works best for you. The benefit of creating a content calendar rather than publishing content randomly, is it gives you organization, a consistent plan and allows you to keep important holidays or events in mind when creating a content.
  5. Create Content: Once you have a calendar in place begin creating your content. When you are writing, or designing your content keep your target audience in mind. Make sure it includes relevant keywords and matches the platform you are publishing your content on. If it is a blog post it may only be 300-500 words long but an eBook could be over 4,000 words long. Once your content is complete have someone else edit it and once you are satisfied publish it at the appropriate time on the corresponding channels.
  6. Analyze/Changes: Once you begin posting content make sure to look at the analytics behind each post. See what content has a higher engagement level and what content is performing poorly. If there is a pattern within poorly performing content look to see if the content is the correct length, it is free of grammatical error and has relevant keywords. If you have all of those pieces it may be time to take a look back at your content calendar and make adjustments if appropriate.

These simple guidelines will assist you well on your way to creating quality content that is relevant to your target audience, overall increasing your lead generation and brand awareness.

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