8 tips to connect better with your audience

Leandra Meintjes, Chief Marketing Officer, Proven 360 shares insights and actionable tips to develop a successful content marketing strategy

In today’s highly competitive business landscape, creating unique brand content is no longer a luxury but a strategic necessity.

Creating thought-provoking content that attracts and converts new customers in a highly competitive marketplace requires strategy, talent, and a bit of marketing luck along the way.

Luckily, there are a few basic things you can keep in mind to ensure that your content always resonates with your audience and conveys your messaging exactly as you intended.

Create targeted content

Don’t just push content for the sake of getting a post out.

Develop content that resonates directly with the needs, emotions and interests of your target audience.

Research the keywords, topics, and trends your potential customers are searching for and create optimised content for those keywords. Never underestimate the magic of SEO.

Be visual

We all know that visual content performs better on social media and drives your engagement upward.

Use compelling images, infographics, and videos that capture people’s attention and draw them in.

This does not mean you have to be the next Steven Spielberg with your content – platforms such as TikTok love original, raw content that speaks to the audience of the platform.

Provide value

Offer your audience something of value, such as a free eBook, guide, or webinar, that will help solve a problem they are facing.

This will not only attract them to your brand but also build trust.

You’re working to solve the problem before they even knew they had one.

Personalise your content

Don’t forget to use personalised messaging and add a human touch to your communications.

Video content with people facing the camera and talking directly to their audience is proven to create trust, and statistically fares better than static content.

Create podcasts and user guides rather than dropping a link with a static PDF for reading.

Monitor your competitors

Analyse the content they are producing and find ways to differentiate your approach.

Never copy-paste but learn from their wins as well as their or your own fails.

Use social media

Make sure you tailor your content to suit the platform you’re posting on.

Your strategy requires careful planning as channel popularity differs per industry, country, and audience.

Test and optimise

Utilise as many marketing tools at your disposal; these are invaluable in your content strategy as the data will always be useful for future plans.

Use data and analytics to measure the performance of your content and adjust your strategy accordingly.

Know your audience

Have a definite understanding of your audience to execute more appropriate campaigns which result in higher returns.

Recent findings reveal that if done correctly, content marketing can cost up to 62 per cent less and generate three times more leads than traditional marketing programs.

But remember, creating content is vital, but only if it’s created with your audience’s best interests at heart.

Creating content that truly resonates with your audience is critical to successful content marketing.

By understanding your audience’s needs, desires, and pain points, you can produce compelling content that not only educates but also inspires action.