There are few things more frustrating in marketing than spending time on creating content only for it to fall flat. You create it, you post it and you’re greeted with the figurative sound of crickets chirping. Your brand deserves more, and refreshing your content strategy can be the bridge that gets you there!
This month, I’m sharing tips on how to not only capture your audience’s attention but inspire them to share it with their own followers and friends to help amplify your visibility and impact, as well!
Identify: Focus On Your Unique Value Proposition
The kind of high value content your audience is going to enjoy consuming and sharing provides solutions, educates, entertains and/or inspires them. From your social media posts to your marketing emails and everything in between, your content should offer something unique to your brand and its authority and personality. What actionable tips or expert insights can you provide? Are there entertaining stories that feel aligned with your brand? What exclusive offers and incentives do you have to share?
Consider what sets your brand apart; ask yourself how you can leverage that uniqueness to deliver value. For instance, if you’re a women’s accessory designer, what kind of unique personal styling advice can you share with your audience?
Recognize: Cater To Your Audience
The deeper you understand your ideal audience, the stronger your foundation is for creating content. Ignore for a moment who your current followers and subscribers are and think about who you really want and need as customers. Do these two audiences match up? If not, you’ll need to start pivoting your content more towards who you’re actually needing to attract.
Regardless, it’s always helpful to conduct customer research to hone in on buying habits, preferences, pain points, goals, interests, turn offs, etc. Create surveys and polls for your audience to gather insights, and use the data to guide your content strategy. You want to build content pieces that position your brand, truly speaking to their needs and aligning with their values and interests.
Encourage: Foster Engagement + Interactivity
If you’re seeking more views and visibility overall, encourage your audience to actively participate with your content! Utilize your call-to-action (CTA) within your posts and stories on social media by asking questions, soliciting opinions, inviting them to give feedback or asking them to share or save content. Include intention sharing of user-generated content such as reviews and user-submitted photos and videos which can increase the likelihood of resharing. Lean into trending audios or reels/TikTok content ideas when it feels aligned as these become more digestible for viewers, as well. Remember to keep social media a social place! Prioritize responding to comments and direct messages to strengthen brand relationships and ongoing interactions.
Analyze: Lean Into What’s Working
It’s important not to concentrate on what’s going wrong but lean into what’s going right! Monitor the performance of your content through built-in analytics tools to see what’s receiving the most engagement and who is engaging. When you track metrics, you can understand what resonates best with your audience and if you’re reaching current followers or non followers or subscribers. Give strategies time to work instead of switching things up too often. This will help you identify your content strengths! At the same time, it will allow you to improve and experiment to see what your audience finds the most valuable.
Hustle & Heart Challenge
This month, review your current content and see which topics and styles are performing the best. Ask your audience what they want to see through surveys or polls, and decide where there’s an opportunity to educate, entertain or evoke emotion as a brand.
