Benjamin Franklin once said, “If you fail to plan you are planning to fail.” That is especially true for developing a content strategy for marketing your business. Not having a clear path for developing content can leave you without any way tell your story online. Simply put, a content strategy is map to chart your journey into developing engaging and relevant content for your audience. It is a guide to telling your story and connecting to customers.
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The first thing to consider when developing a content strategy is your audience. Who are the people you want to reach online? A strategy targeting college students will be different from one targeting mid-forties professional. Both audiences have different needs and a different communication style. With literally billions of people online, an effective strategy is to carve out your own audience by narrowing your focus. Check your company’s data, who is your customer base? Or if you don’t have one yet do some research on a potential target audience.
After that, as a creative exercise, take a few minutes to write a letter to potential audience members. As you do, imagine who they might be. How would you talk to them if you were in the room with them? As you write the letter, notice what kinds of details you begin to imagine. The more personal and understanding you can be, the more you will engage people on the internet. Remember, the internet is not a show it is a conversation. The deeper the connection you can make with your audience, the more likely your content will inspire action.
On the internet, engaging your audience is the key to success. Spreadable content means your audience feels that your content relates to their community and shares it with others. Media studies scholars Henry Jenkins, Sam Ford, and Joshua Green in their book Spreadable Media argue that the more you can engage your audience, the more likely they are to spread your content for you. Audiences on the internet prefer content that is easily sharable, allows them to engage with the content, and that is relevant to their communities.
It can be easy to see the online audience as a collection of individuals, but on the internet, people see themselves as part of social communities. The point of the internet is to connect with others who feel the same way as you. A good content strategy will target that connection and build a range of actions for your audience to follow. The best kinds of action pinpoint an audience’s common knowledge or inner humor. Connect with celebrities in the group you are targeting, watch the content they engage with on the internet.
Connecting to Social Media
Finally, in order to spread your media, you must have a strategy for social media. We have talked about strategies for social media before, but picking the right platform to emphasize is key. Every social media platform is different, and every social media platform attracts a slightly different audience. You want to emphasize a social media platform that both engages your core audience, and shows off your content well. For example, if you have primarily visual content, platforms like YouTube, Pinterest, Instagram, or Snapchat will put you in a good light. Moreover, all three suggestions target a different range of ages and demographics. Moreover, be sure to consider on what kind of device your audience will be viewing your content. Smartphone users prefer different social media sites, than people who are using a more traditional computer.
In the end, good content strategies include ways on developing audiences, audience participation, and finding an ideal platform. All these key ideas combined work to help your content become spreadable throughout your customers communities.
Are you interested in learning more ways to connect with customers online? Square 1 Group is a boutique web development team based in Los Angeles, California. Our design and digital marketing expertise makes us an ideal fit for real estate agencies looking to expand their business online. We provide all our clients with individualized support and maintenance, online marketing services, and content creation, and we are passionate about delivering premium quality at an affordable price.