Curating The Right Content For Your Audience


Utilizing The Buyer Persona

Use your buyer persona to make content that is made for your specific audience, you can conduct social media research to find out what kinds of key words and phrases are used most commonly by your target demographic. Using that information, make sure you add those words into your post to draw the readers attention and make the content personal for them.


Create Content That Is Eye-Catching

Grab your reader’s attention by using powerful and high quality images that are both relevant and in tune with your feed’s layout. Ensure that the content is easy to read and designed in a manner which will drive your audience to engage with it.


Know What Time To Post & Where to Post

Different channels have different times of peak user activity, the goal of this step is to post at the time where majority of your audience is online. This will increase the number of users who will scroll past your content, which means more people are likely to engage with it when they see it. Use the infographic below to see which times are best to post on various social channels.


Create Content That Adds Value

Content marketing is so much more than advertising your products or services, if this is your only form of marketing then your business will likely not succeed. The audience likes content that adds value to their lives, by answering questions, providing insight, giving solutions, and many other methods. The goal of adding value will help your audience to build a sense of brand recognition and eventually grow their brand loyalty. We should aim our content to our buyer and whichever stage they are at in their buying journey.


In Conclusion….

Curated content is better than normal content to gain reach, engagements, conversions, and loyalty

ROI Is One of The Most Valued Metric That Companies Use In Terms Of Measuring Success

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RETURN ON INVESTMENTS (ROI)

This metric is key for all people engaging in any form of a social media strategy should , I have ROI is used to measure the number of leads generated, the amount of conversions and ultimately the percentage of actual sales made from the landing page or content site that your work was on.The way to measure this is by taking into consideration the amount of time and effort that the marketing team (or you) spent trying to create that customer experience.


What To Track (KPI)

Reach
– Follower Count
– Impressions
– Web Traffic
– Share of Voice
Engagements
– Clicks
– Likes / Comments
– Shares
-Mentions
Conversions
– Sales Revenue
– Lead Conversion Rate
– Non-Revenue Conversions
Loyalty
– Cost Per Lead
– Issues Resolved
– Customer Lifetime Value

It’s important to know about which social channel you are using so that you can clearly identify which key indicator point will be best suited to measure the success of the content you’ve published.

Your Guide To Social Media Measurement


Site Traffic

Monitor the total number of unique visitors to your page. Also monitor your page views; this is the total number of times a certain page on your site has been viewed. Keep up with the unique page views; if a single user has viewed your page multiple times, these visits are combined into one page view to calculate this metric.


On-Site Time

Know what time your audience is most active on your pages, this will allow you to adjust your content calendar to set publishing times in relation to these analytics. This will help your brand grow on individual platforms, different channels have different stats.


Materialization of SEO

Search Engine Optimization is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. The key of this step is to ensure your customer is feeling at ease throughout their journey.


Follower Count

Monitor your follower counts among all social media channels and compile the data into a graph. Review the trends and compare with it to the content you published within the set time frame. Use this information to find out what is working and what isn’t.


Engagements

Analyze the number of engagements (shares, likes, and comments) you are getting per post, this is a lot of work but it will give you a great idea of what your audience is responding to. A good tip is to ask questions in your captions, this will create a sense of trust towards your brand.


Conversions

This is where we measure what your audience is doing after they have read or viewed your content. A conversion could be anything from clicking a link, to completing an e-commerce sale. This should be one of the main goals when publishing content.


Trust The Process

strategic-marketing-process

Step 1: PLAN


  • Establishing SMART goals
    • Specific
    • Measurable
    • Actionable
    • Realistic
    • Timely

Click Here For More Info…

https://hootsuite.com/resources/social-media-strategy-guide

  • Creating a Buyer Persona Finding Content Using Buyer Personas
    • Ensure the persona you create accurately represents your target audience
    • Age
    • Location
    • Occupation
    • Income Level
    • Level of Education
    • Hobbies
    • Challenges and Goals
    • Personality Summary
    • Values and Fears
    • Where Do They Get Their Information From

  • Conduct Research on Your Audience
    • Find out what will capture the attention of the intended viewer of your posts.
    • What types of trends is your market following
    • What social media platforms is your target audience most likely to engage with
    • Find out what kind of problems and challenges your audience is facing regarding your specific industry.
  • Brainstorm
    • What types of color schemes will generate the highest engagement
    • What solutions can you provide to your buyer persona

  • Content Strategy
    • Know your buyer persona to the point where you should know the times they are most active on each social media platform
    • How will you adjust the same content for different social channels
    • Utilize gifs, memes, and videos when possible

Step 2: CREATE


  • Check out this great article to learn more about how to establish a work flow
  • Designate roles between your team
  • Who will plan and create the content
  • Who will publish the content
  • Who will promote the content
  • Who will engage with the audience
  • Who will analyze the data and trends
  • Check out this article to learn more about how to construct a content calendar
  • Communication of the content strategy and workflow so everyone is on the same page
  • Aggregation of all content that is distributed, to know what content is good to repurpose.
  • Organization across all social channels
  • Encouraging consistent content creation

Step 3: PUBLISH


  • Identify best social media publishing platforms
    • Refer to social media listening
  • Find the streams of curated content
    • Which channel will you publish your content on
  • Stick to your content calendar
    • Use this template as a base for all of your posts
  • What is the best time to post on social media?
    • Refer to data you have collected
  • Stay consistent
    • This is the golden rule
  • Review the text and design before publishing
    • Check for grammatical errors, and make sure the media is high quality

Step 4: ENGAGE



Step 5: ANALYZE


“Audience’s enjoy seeing how they have made an impact, use this method to increase their brand loyalty and awareness.”

Shri shah
  • Gather your data
    • Collaborate with your team during this step, review the data and make assumptions based on the data you have gathered.
  • Measure the performance of your content
    • What type of content is performing better than other, discuss with your team how you can use this information to make changes to your content calendar.
  • Report results and analytics on your social platforms
    • Audience’s enjoy seeing how they have made an impact, use this method to increase their brand loyalty and awareness.
  • Keep up the new trends of your audience and adjust your persona accordingly
    • Stay up to date with what your audience wants to see more or less of on their social media timelines, find new words and memes that will resonate at the highest levels with them.

Storytelling in Five Steps

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin, Marketing Legend

Storytelling is a strategy used by content creators based entirely on building relationships with your audience by creating a story behind why your brand does what it does. Storytelling is not a form of selling its purpose is to utilize our knowledge on human behavior and form an emotional connection between our brand and the audience.

Continue reading “Storytelling in Five Steps”

Calendars Are Always A Great Idea

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The biggest struggle that marketers face, is “running out of content”. A strategy that is used by many successful brands is a template called a content calendar.

A content calendar is a resource plan with content ideas strategically placed during different times of the calendar year, with media that will match your current buyer personas. This strategy will help the marketer stay organized and consistent with their social platforms.

Be regular and orderly in your life, so that you may be violent and original in your work.”

– Gustave Flaubert

  • Start with the basics
    • Schedule posts for monthly and annual holidays – scheduling posts for these dates will help you make sure your content is following themes posts per season.
    • Schedule posts and information for large social or business events which pertain to the specific industry you are in.
    • Schedule post for upcoming festivals, movie releases or other popular events that’ll relate with your audience. (Memes and GIFs will gain attention).
    • Business birthdays, anniversaries, company trip, company events and news.
  • Content Library
    • Create a solid library of various content ideas, this should come from your own creative ideas and thoughts, social listening channels and social research that you have conducted.
    • This content will not necessarily get published, use it so you can gain more ideas.
  • Re-purpose
    • 20% of your content should be original & 80% should be re-purposed.
    • Be sure to be give appropriate credit when re-purposing the content (make sure it is aligned across all social media platforms).
  • Create
    • 20% has to be your own creation. This can be anything from list, photographs, videos, diagrams and charts.
    • Content ideas..how to infographics, summary of articles, tutorials, short videos, lesson, newsletter etc.
    • This step will take the longest
  • Plan
    • Create a process to have consistent 30 day planned content calendar.
  • Measure
    • It’s crucial to follow the trends and analytics of your posted content to identify the type of material that is most receptive to the audience.

Stay consistent with the content you publish, there is nothing worse in the marketing world than simply not posting. Having a content calendar is a great tool to make our lives easier when trying to come up with a plan. The content library is where you will store all your ideas and its also the perfect place to gain inspiration when it comes time to “create”. Say goodbye to marketers block and hello to a content calendar.

Finding Content Using Buyer Personas

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Buyer Persona

For starters what is a buyer persona? A buyer persona is a representation of your ideal customers, this includes their desires, demographics, and pain points. Buyer personal consists of age, gender, career, industry, location, behaviors, problems, and interests. Personas are ever-changing and must be updated frequently to keep up with the current trends in your industries market as your customers needs change and your business grows.

Developing Personas

When creating buyer personas you need to refer to various sources to get the best representation of your ideal client or customer. Use website and social media analytics and perform a detailed analysis to further understand your target persona, you should follow online trends to determine what kind of content your customers currently view as well as what they avoid looking at. Pick out key motivators and compile all other relevant information and data you come across. Refer to your customer database, this will provide you with more information regarding your current customers demographic information such as; age, gender, and location. Using the database you can also track purchasing history to better understand how and when your customers are making their purchases. Conduct market research, look into your competitors strategies when it comes to marketing. Figure out what types of techniques they use to interact with their audience, conducting this research can also provide you with valuable information on what your ideal customers look like, as well as what kind problems and challenges they are looking to solve. Request feedback from your sales team, the sales team can give you further information about the current requests and objections of your target audience. Gather hands-on customer insight, use various types of content formatting such as polls, surveys, and quizzes to find out what your customers want and need. You can also gain more insight by checking the customer reviews of your own firm as well as your competitors.

Putting In The Work

Using this information you can come up with an idea of what your target audience is interested in seeing. When finding content to publish you need to make sure you hit a couple of key requirements; firstly, the content must be of quality. This means your links should be credible, accurate, and full of appeal to your audience, also avoid articles with advertisements and pop-ups covering the page. The images and videos you publish should also be clear and in good resolution. Secondly, you must make sure the content you are publishing is relevant and timely. Have the post be appropriate based on the time of the year, and make sure the content is going to interest your personas.

Tips For Creating Content


Every post you make should match your buyer personas, use the data you have accumulated to create content which will encourage the most engagements.

  • Style and Tone: It’s crucial to know and understand your target customers when writing content, this way you can adapt the text to match their tone, style, and specific words.
  • Problem-Solution Strategy: Most people look online for ways to solve their problems, we as marketers can use this as an opportunity to offer our goods and services as a solution to their frustrations instantly. Use the target audience’s pain points to appropriately use this strategy
  • Pick Out The Right Keywords: Expand your keyword generation to topics outside of just your industry, find words and topics that will appeal to your target audience.
  • Blog Topic Creation: Choose blog topics which are most likely to catch the interest of your ideal customers, this strategy will reduce the rate of which customers exit the content. This will also increase the conversion rate of your business.
  • Website Content: Make sure the website you are using is easy to use and it should be tailored and designed to fit your target persona. This includes the color scheme, layout, font, pictures, and other blocks on the website.
  • Social Media Strategy: This is how your customers behave in various ways depending on which social media platform they are on. Know when and where to post so that you are generating the most attention possible on your content.

Being Content with your Content (Marketing)

“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.”

David Beebe

It’s all about the WHY

Hi, My name is Shri Shah and i’m a marketing student as well as the marketing manager for a real estate team in Cleveland. It’s fair to say I’ve seen my share of poor advertising across social media platforms, majority of the time the product or service is over sold in the advertisement. Luckily, in this post I’ll share some of the key things that you need to know before you make your next status update on LinkedIN or Facebook.


First off, many of you are probably wondering what content marketing is; In simple terms, content marketing is when you consistently publish content that is both valuable and relevant to your target audience. The goals of doing so are to create brand awareness, to encourage audience engagement, to further amplify lead generation, to drive loyalty from the customers, and finally the most important goal is to increase sales and profit. When creating content to post, one needs to make sure they’re putting information out which their potential customers will find useful. You should be answering their questions on WHY to chose your product/service rather than your competitors, content should include topics on what makes your business different (find your own ‘unique story’ for your brand). A marketer needs to be strategic with the way they go about planning their post schedule, all posts should be similar in layout and design, and they should be appropriately spaced out. Before putting all this into place, figure out a system which will allow you to track the performance of each of your posts- this will give further insight into what exactly your audience is interested in (we call this a measurement plan). Content marketing can be time consuming, but this is also the content that your audience is the most likely to engage with – which will ultimately drive business.