The Best Guidelines for Engaging an Audience

Is your online content a hit or a miss? Remember, content should be natural, conversational. The real art is managing the SEO essentials to get your content noticed in search engines, while writing to engage a reader. If you can’t hire professionals who do this every day, then follow our guidelines to help you succeed in this area.

Know the difference between “inbound” and “content” marketing.

Inbound marketing is all about being found on search engines and in social media for you ideal keywords while reaching your ideal target audience. Strategically placed content on social media platforms with links back to your site is an effective way to do this. Content marketing, on the other hand, is all about what you say, how you say it, and where you say it. The two definately go hand in hand and understand how to make them work together is the key.

Define your content goals.

Your content can achieve many things. First, you need to decide what you want to achieve. Great content can introduce you to potential customers, increase brand awareness, turn prospects into loyal customers, and retain your existing customers. It can also provide valuable information to position you as an expert in your industry.

Speak to your audience.

This requires you to know who your core demographic is. Don’t cast a wide net. That’s not usually very effective. In this day and age, the more specific you can be, the better. This means knowing what your potential customers are most concerned about, what their needs are, and how they like to receive information. For instance, if your business appeals to an older generation, print media can be as useful as digital.

Choose the best content channels for your message.

Depending on your content, you’ll want to make good use of the various formats available: blogs, videos, podcasts, webinars, guest posts, newsletters (email or print), and others. Do you need to explain how your products or services work? Visual platforms may be your best bet, combined with interactive opportunities for people to ask questions, such as chat sessions. If you’re a leader in your industry, you’ll want to spotlight that no matter which platform you choose.

Give your audience content that makes a difference.

There are types of content that generally move people to action, which should be your primary goal. Some of these “call-to-action” types of content include:

  • Inspires us that our dreams can come true
  • Gives us a way to make our lives easier
  • Creates an emotional response
  • Takes a fresh look at an ordinary topic
  • Comments on current news or trends that relate to your industry
  • Informs AND entertains

If you’re trying to entertain, humor can be tricky sometimes, depending on your business. Sometimes, though, it can be so spot-on and clever that it’s memorable and possibly goes viral.

Remember, it’s important to give a lot of thought to your content before you put it out there. Make sure you’re reaching the people who will most likely do business with you, and always be sure to give them something of value. When it comes to online marketing, information is key, and advertising is secondary.

For more helpful tips to grow your business online and beyond, please keep checking our blog. And when you’re ready to take your business to the next level, contact Your Page Today.

Your Page Today is a full-service web development company serving central Massachusetts—Worcester, MA; Barre, MA; Holden, MA; Auburn, MA; and Oxford, MA.