Ensuring that your content is relevant and useful for your user is fundamental in content marketing and the mantra of most experienced content creators. And it’s become more important than ever. We now live in a hyper-connected digital age where almost anyone can become a writer and publisher. Content is created and consumed faster than ever before and your audience is likely jaded from all the spam, adverts and irrelevant or badly produced content that they encounter on a daily basis. Users are becoming increasingly picky about what content grabs and holds their attention, so it’s crucial that you cut through the noise when it comes to your own channels.
We’ve outlined 5 steps to help you ensure your content is relevant to your audience:
1. Establish a clear purpose
You’d be surprised how often this simple but important point is ignored. If you can’t justify the point of what you’re doing, or if the reasoning behind creating a piece of content is just because ‘that’s what we should do’, then that’s not good enough. Does your audience need it? Will they use it? Do they want it? Is it relevant? Always consider why you are creating this content and how it benefits your audience.
2. Identify your target audience
Understanding your audience is critical to getting the returns you deserve, so drill down into the granular detail about who they might be. What are their characteristics? Interests? Profession? Which channels do they use? All these criteria will help build an idea of who you should be aiming your content at and how to tailor it for them.
3. Determine your tone of voice (TOV)
When it comes to copy, clarity is always key – but don’t forget to infuse a sense of identity and individuality into your TOV and keep it consistent. Injecting character into your content is a powerful way to be memorable and drive connection, trust and, ultimately, conversions. Consider the type of person you’re targeting and use appropriate language – for example, being overly informal or humorous isn’t going to resonate with a largely professional audience.
4. Find your user needs and map your user journey
Your users have needs. Otherwise, why would they want to access your content? Perhaps it’s to solve a problem, maybe they’re seeking advice, they may want to learn, keep updated with current trends in their industry, or they may just want some enjoyment. Make sure to map out your user journey, starting with their need, how your content fills that purpose and, finally, the action you want them to take.
5. Decide on your call to action (CTA)
Don’t miss this valuable, and often final, opportunity for conversion success. Make sure your CTA is clear, visible and concise. And, for readers with shorter attention spans, consider having mini-CTAs placed at different points of your article or content – don’t always leave them to the end.
At asabell we have a team of highly skilled copywriters who can help with your projects, big and small. If you’d like to find out more about how we could help you, please get in touch.