Content and online marketing go hand in hand, and is even more important in 2020.
When it comes to content marketing, there are hundreds of strategies that social media managers and marketers use. From finding the optimal posting times, cross posting to different channels, or collaborating with brands, influencers and agencies, there’s an abundance of strategies to test out.
However, most marketers don’t get the results they want with their content because they neglect the most important thing…
Their audience.
By customizing the content you create or share to your specific audience, your engagement rates will skyrocket.
And no, this isn’t done though extensive paid advertising campaigns, but can be achieved from simple research and key strategies that make sure your content hits the mark you want it to.
Here are three pro tips for tailoring content to your audience to see huge increases in engagement.
1. Research Your Competitors!
Your audience is what powers your brand.
Without knowing who your audience is, what they’re interests are, what their social media habits are, your content will always fall short.
The easiest and most effective way to research your audience is by making a list of the top 5–10 competitors in your industry, and seeing the types of content that are getting the most engagement.
Is it professional quality pictures? Value filled infographics?
Find out what’s attracting customers to your competitors content, and refine it to make it your own.
2. Platform Specific Content
A mistake that a lot of marketers make is cross posting the same content across all of their social media and marketing channels.
While this is great for time efficiency and consistency, it’s lacking the authentic feel that only customized content can bring.
Pay attention to each of your social channels, what do your followers look for the most on each?
Is it long form value posts on Facebook? Motivation and inspirational pictures on Instagram? Contests and discussion threads on Twitter?
Take into account what your audience is looking for on each platform, and maximize the engagement with the content you plan and create.
3. Track and Adjust for Maximum Engagement
Like most things in marketing, content is a numbers game.
To find out what’s really working, you have to dig into the impressions, reach, and engagement of your posts.
After you’ve researched your audience, and planned specific content for each platform, it’s time to track and optimize.
You’ll probably be surprised with the results… Every post is different in the way that you never know which piece of content will get huge traction.
By taking this into account, and learning from your progress and adjusting as necessary, you’ll never have a bad month in terms of engagement.
Conclusion
Content is extremely powerful when used the right way…
What you post, create, and share reflects on your brand and company as a whole, so it’s super important to put extra time and effort into the creation process.
At the end of the day, your audience is what powers your online presence, and in order to maximize the results you see from social media, you need to have a clear idea of what they’re looking for.
