When writing about tips for producing content, I think back to a time many years ago when I interviewed an Academy Award-winning screenplay writer. Paris Hilton was his neighbor and he lived in the heart of Hollywood. He had achieved extreme career success by creating screenplays that captivated audiences.
“How do you produce content that people actually want to watch,” I asked. “When you have a blank computer screen staring back at you, and you’re in the back of a noisy coffee shop, how do you put words to paper?”
The screenplay writer smiled and gave a pretty simple answer:
“Trust that you’re a valid audience. If you can please yourself, you have to trust that there are enough people out there who will be pleased as well.”
Even in business, this advice holds true. You have to trust that you are the expert in your industry to give valuable information that people want to read. Producing engaging content is a challenge for content writers, small business owners and anyone leveraging their blog to attract prospective readers.ma
To help you create meaningful content, we asked marketing leaders and small business owners for their best content creation tips.
11 tips for producing content for your target audience
From leveraging Google to relying on data, here are several strategies that may help you produce valuable content for your website.
Google is your best friend
Search Pinterest to find new topic ideas
Monitor how your content impacts conversions
Build up your top performers
Interview your target audience
Use search listening tools
Focus on customer pain points using “AIDA”
Pick keywords aligning with a user search intent
Be an industry resource
Visit spaces where your customers ask questions
Analyze content gaps and social media
Below, you’ll have an opportunity to read through advice from key business leaders and see why many of these tips for producing content are so successful.
1. Google is your best friend
All good content starts with some keyword research. But great content starts with “key question” research.
As you examine your target, focus on what questions they have about your product, service or category. A great tool to find out what those questions are is good ol’ Google.
Type in a keyword, scroll down the search results until you get to “People also searched for.” Here you will find great questions that people are turning to Google for answers.
You can be their answer. Go build great content that answers these questions and you will be well on your way to being an authority on topics you know that interests your target.
A large swath of my audience is on Pinterest, so I utilize the auto-fill in the search tool in Pinterest to find more interesting long-tail keywords — [this works] for content that I may not have considered before utilizing more traditional keyword search platforms, such as Ahrefs.
Not only will this content perform well on Pinterest, but I know that there is an audience interested in this topic. And, I can increase the chance that they will click through to other interesting content on my website.
Yes, you should be measuring content performance by looking at metrics like time on page, bounce rate, and more. But if you’re not monitoring which pieces of content are actually driving conversions, then you won’t know what content is meeting your audience’s needs.
Content is almost always more top-of-the-funnel than bottom. By using the Assisted Conversions report you can see which pieces are contributing throughout the user journey and scale from there.
My best tip for producing content that readers will actually enjoy is to see what’s currently ranking and write something better. If long-form content (such as ultimate guides) is ranking for your target keyword, then create an ultimate guide –– but make it stand out.
Use what is already performing well as a baseline, then add another layer of value. This could be something like adding a free downloadable PDF guide to complement the blog post.
The best way to produce content that meets your audience’s needs is to interview your existing customers. Speak to them and find out the challenges they are facing. Discover the hot topic in their industry that everyone is talking about. Once you know what these topics are, you can produce content directly addressing your audience’s questions.
To produce content that meets your target audience’s needs, don’t just take your best guess. To get to grips with what your audience really wants to read, use search listening tools like Answer The Public.
Answer The Public listens to autocomplete data from search engines like Google, then generates a list of audience questions, prepositions and comparisons.
Just by running one or two words through the platform’s tool, you can access and draw from these insights to create content that meets your target audience’s needs. When I’m hitting writer’s block and struggling with what content to plan next, search listening tools always get me back on track and provide a boatload of potential content ideas.
Customers have multiple needs. Needs are categorized often as “must” and “nice to have” criteria. But ultimately, there is always one need that creates pain. This is the one need to tackle within your content.
How do you do this? With the proven AIDA model, an acronym for:
Attention
Interest
Desire
Action
First, get the attention of the customer by demonstrating you understand their needs and have a good solution.
Second, spark interest with details on your solution and show the user exactly how to solve their problem.
Third, create desire by showing the user how much easier their life is once they purchase your solution. Create the “to-be” state of the customer.
And last, get the user to act through a demo, free call, download or a purchase.
8. Pick keywords aligning with a user search intent
Before crafting your content, first categorize its ideal reader into one of three user search intent categories:
Informational searchers
Commercial searchers
Transactional searchers
Informational searchers are the most passive and broad — [they hunt] online across multiple page-one search engine results pages (SERPs) to better understand a topic.
Commercial searchers go next and [consist of users] searching for the best solution to their questions or problems — not just information.
Finally, transactional searchers are folks who go online specifically to buy something right now.
Once you’ve identified where your reader sits in these three categories, you can scaffold your target keywords accordingly — [aim] to capture their interest and meet their needs in your content. In doing so, you’ve identified the top, middle and bottom funnels. [This] helps ensure that users will find what they need when interacting with your content.
We see the importance of producing quality content when building our marketing plan, so we focus on addressing our audience’s search intent. You can attract users to your website, but if you’re not answering their questions or filling their needs, you’ll find that they quickly navigate away from the page.
Find relevant keywords and add value to the conversation. Position your business as a resource in your industry.
10. Visit spaces where your customers ask questions
[Find] the spaces where your ideal customers spend time. A great option is to join or browse Facebook groups that are relevant to your niche. What questions are the people in those groups asking? Are there any recurring topics?
Quora is another platform that can better help you get into the mind of your target audience.
Another place to find inspiration is to talk to your customer service team. What questions do they receive the most from customers or potential customers? Does there appear to be a disconnect anywhere between information available on the website and the questions they hear the most?
Perform a content gap analysis. This helps you find topics and keywords that people are searching for or talking about — [especially when] there isn’t much existing content about it.
Doing this would give you ideas for content that meets the needs of your target audience [that isn’t] currently being addressed. Reading social media comments and questions, and seeing what’s trending on social media, also helps in generating content ideas that meet the needs of the target audience.
The tips for producing content above will better equip you at connecting with prospective customers.
A perfect piece of content is one that speaks to the needs of your customers.
If every reader can find value in what you’ve created, then you know you’re ready to hit the “publish” button and share with your stakeholders and followers.
Use these content creation tips as a guide when creating your next piece of content and see how it impacts your small business.
Terkel creates community-driven content featuring expert insights. Sign up at terkel.io to answer questions and get published.
2023’s Festive Formula: Small Business Success in the Extended Holiday Season
Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!
The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.
Understanding the Holiday Shopper
Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.
Creating a Festive In-Store Experience
Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.
Leveraging Online Platforms
A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.
Harnessing the Power of Social Media
Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.
Personalization and Customer Service
Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.
Fast Fulfillment and Inventory Management
Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.
Post-Holiday Strategies
Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.
Conclusion
The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.
In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.
1. The Art of Personalization
Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.
2. Mobile-First Email Design
With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.
3. Interactive and Visual Content
Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.
4. Authenticity and Brand Storytelling
Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.
5. AI-Driven Email Optimization
Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.
6. Privacy and Data Protection
With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.
7. Measuring Success and Adapting Strategies
Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.
Conclusion
Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.
This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.
Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace
In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.
Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.
Enhanced Customer Journey Mapping
AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.
SEO Wizardry: Mastering Search Engine Dynamics
With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.
Predictive SEO
AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.
Social Media Mastery: Crafting a Digital Narrative
AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.
Content Optimization
AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.
Engagement Analysis
AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.
Conclusion: Navigating the AI-Driven Marketing Landscape
AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.
As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.