How The Best Marketers Are Commanding Attention With Their Content
The world of content is all about competition. It’s easy to feel lost when trying to compete, and a lot of our effort can feel as if it went to waste. If you find yourself in this boat, then we’ve provided a few notes on what marketers are doing to win over their audience. Here are a few ways you can start commanding more attention with your online content.
They’ve Mastered The Brand Experience
Your brand is everywhere your business is, whether that be online or in-person. People expect a certain level of consistency with your looks and experience. 60 percent of millennials expect the same experience from a brand in-person, online, or by phone.
The brand experience starts with your core product or service. What is it that you’re offering that’s different than your competition? Answering that question comes from two different perspectives, where one is a more high-minded vision (what you’re doing to change the world), and the other is more concrete (your market fit). One relies on the other, but most content is used to educate, entertain, and persuade. You should be mindful of the emotional elements. Remember, a successful brand makes its followers feel as much a part of the journey as the company itself.
They Know Their Audience
Just because we have an audience on our Facebook, Instagram, or Twitter doesn’t necessarily mean it’s the most ideal for engaging with our brand. Although your brand’s audience is likely your peers or your industry, there could be a number of individuals all over the world that would love your brand. Advertising internationally can be a great way to test different messaging, but you need to discover what’s special about your audience to attract people with similar tastes.
In looking at your audience, it’s smart to place a rough demographic that’s comparative to the rest of the landscape of platforms you’re distributing content to. For example, over 60 percent of Instagram users are using the platform every day, and many of them are under 30. If your base is between 18-25, that number can shoot up even further. Finding benchmarks will give you a good sense of where you stand amongst your competition. Although we attribute success on social media by follower count, focusing on engagement is more beneficial.
They Deliver The Content Their Audience Wants
Although it can sound intimidating, to truly start garnering attention with your content, you need to step outside of your comfort on the types of content you can produce. Whether your specialty is writing, photography, design, or video, people want to see visual content every time they open social media. According to Social Media Today, 37 percent of marketers spend 2 to 5 hours on visual content per week, let alone the time they spent planning and executing. Although you should become a master of each, the best place to get started is figuring out how to turn what you’re good at into visual pieces.
The easiest place to start the process of making visual content is writing. Long-form pieces can be excellent for picking up SEO keywords, but see how you can take quotes and bring them to life with photos and animation. Pull a current article from your blog and check out the free video editing software online, then play with tools that make content pop on Instagram. While it will be a challenge at first, you’ll earn an arsenal of new skills to stay ahead of the competition.
They’re Consistent With Their Results
Finally, with new skills and a fresh perspective on content in mind, it’s important to remain consistent with your works. Brands that are consistent with their content output earn 23 percent more annual revenue than those who are sporadic. While that doesn’t mean you should start spamming to get your numbers up, it does mean you should consider content planning as a regular part of your marketing routine. The best way to do that is to start producing a content calendar.
People often use popular programs like Spreadsheets, Asana, or Notion when planning content, usually put forth a couple to a few weeks out on their deadlines. Additionally, it’s smart to color-code where certain pieces are in your pipeline to keep everyone on track. The content you produce should be pushing the boundaries and provide insights only you can deliver. With enough practice, you’ll be rolling content through your pipeline with ease.
What are some strategies you’ve used to command more attention for your content? Comment with your insights below!
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