Have you ever thought of how YOU consume content? Your audience is like you.
When they go online and “look for content”, they are actually seeking answers and the easier the answer is to discover, the better.
Along that line, your content should be well-organized to facilitate being found easily and allow your potential customers to think upon an engagement path with your small business, as you have answers.
How do you build content engagement with your audience?
To improve you discoverability, you need to organize your content strategically. This provides a more relevant experience to your audience. Also, at the end of your content, provide a next step to your readers.
This can be a call to action button or social media sharing buttons, or a link to where they can learn more.
How do you know the content you create resonates with your buyer?
Content marketing optimization
Choose the right flavor of content for your potential audience.
I’m sure you’ve heard the phrases “buyer persona” and “sales funnel”. Build a matrix with your buyer personas listed at the top and your sales funnel steps listed down the left.
Then in each intersection of a buyer persona and a sales funnel step identify what answers are needed by someone who fits that buyer persona for that stage of the sales funnel.
Then (piece by piece) create that content.
Test some different sections of your content marketing campaign and gauge your customer’s response. This will give you a better chance to know the best flavor for your customers.
Content marketing optimization in practice
To optimize your content marketing, use different variations of a content campaign, and then split test these campaigns and measure your results.
Dig deeper into these results and learn what voice, design and messages work best for your target audience by segment, industry, and persona.
Learn more here…