CONTENT IS CRUCIAL IN DIGITAL MARKETING
Content is crucial in digital marketing because it's what attracts and engages your audience.
And the individuals in your audience become your customers, and paying customers are the lifeblood of your business.
CONTENT INCLUDES MANY THINGS
A statement, opinion, insight, GIF, Tweet, article, blog post, white paper, video, downloadable pdf, advertisement, your website homepage - these are all forms of content.
They're abundant and everywhere, which means that for you and your brand to stand out, you must know who is in your target audience.
IDENTIFY YOUR TARGET AUDIENCE
Get specific about who you're serving - very specific.
Do this BEFORE you start creating content so that your content addresses the needs, wants, desires, and problems of your target market.
Your content needs to RESONATE with your audience.
RESEARCH YOUR TARGET AUDIENCE
Ask current and past customers, as well as prospects, about their challenges and problems.
How, specifically, do those problems and challenges affect them personally, professionally, and from a business perspective.
Ask them to describe, in detail, how they feel when facing those problems and learn how those problems affect their customers.
Then, find out, specifically, how your products and services helped them and their customers.
Specifics include: how much money, time, stress did they save with your solution? How much did their revenue and profit increase because of your product or service?
Again, ask them to describe the feelings they had when you helped them solve their problems.
CREATE A VARIETY OF CONTENT
Use a variety of methods to create content so you can appeal to as many people in your target market as possible.
Some people prefer watching a video to reading a blog post.
And some in your audience like to listen to podcasts during their commute.
Creating a variety of content types will help you appeal to a wide variety of people.
If a large number of your "people" use Twitter, then put together a strategy and plan to tweet relevant content.
Facebook, LinkedIn, Instagram - these are all popular platforms for creating and sharing content.
FOCUS ON ONE PLATFORM TO START
If you're a freelance entrepreneur, coach, or educator, where do most of your "people" hang out?
Focus on that platform to start, so you don't feel overwhelmed.
Once you're in the content creation groove, you'll learn what works best for you, and that's when you can do more of it.
From there, you can decide if you want to branch out to other platforms.
You may even be in a position to hire someone to manage your social media marketing or use an automated tool to ease things.
CONTENT MARKETING DRIVES SEO
Content marketing, when done well, will improve your site's SEO.
Good keyword planning, headlines, sub-heads, outbound links, internal links - each of these contributes to better rankings for your site.
But, the most important thing of all is the quality of your content.
Create content that people can immediately use to solve a problem, overcome a challenge, or help them achieve a goal.
The rewards of high-quality, practical content are more followers, more paying customers, and top rankings in search engines.
It's in searching for answers to their questions that more people will get to know you and your business and have the opportunity to connect with you and become your clients.