Does your content marketing strategy appeal to all of your buyer personas?
As content marketing has become a mainstay under the larger umbrella of marketing, most businesspeople are familiar with the basics. Use various types of content through multiple channels in order to attract and nurture prospects and customers? Got it. But what’s a business to do when its target buyers are less traditional? If you serve a demographic that spends all its time on social media, for instance, it can be easy to disperse the bulk of your content across the most popular platforms. However, if your clientele is a little less predictable, targeting them with content can be trickier. Here are a few tips for finding success with content marketing, even if your audience’s behaviors are harder to figure out.
No matter where your ideal customer spends his time, there’s one universal truth you can count on: he wants answers to his problems. So as a brand, it’s up to you to be the best resource you possibly can to all current and future customers. Are you struggling with finding where your audience goes to get help? Start with your own company blog. While many business owners fear that content on their own blog won’t be seen (and therefore won’t net results), it’s the best starting point. Your website is the digital representation of your brand. If you thoughtfully cull how-to articles, tips and solutions to frequent problems, prospects or customers will see it – and hopefully find value in it. Apple Rubber is a good example of a company that does this, giving its target audience a single destination they can go to for help or inspiration.
The Medium is the Message
Yes, your message matters. But the channel through which you send it can matter just as much. If your business deals with the elderly or another group that may not be comfortable using email, you might wonder how on earth you can market to them. Don’t discount content marketing ideas of yesteryear. Some of these practices (like direct mail or contributing a thought leadership piece published in the local newspaper) can be even more effective than they used to be since so few people take advantage of them anymore.
Even if your audience is tech savvy, be deliberate about where and how you reach them. Lowe’s, for instance, is an example of a company that is masterful with the video platform Vine. By providing DIY help in the form of seven-second videos, the brand is able to reach the next generation of homeowners who may not have the attention span to sit through full tutorials. The medium for your content should be chosen with care.
Go Where They Go
What about if your audience is comprised of free spirits who aren’t consistent in their habits, online or offline? This may be tricky, but it isn’t impossible to overcome. Let’s look at artists, as a point of reference. Creative types are known for being more spontaneous, which may mean they look to Pinterest one day for inspiration and the next day are seeking out tips through standard search engines.
One strategy to reach an erratic audience is to establish a presence in as many places as possible. If your product serves artists (or an audience like this), look to contribute content to forums and blogs that they’d be likely to visit. There are plenty of standalone sites that provide useful resources to an established visitor base (and are more likely to come up in search engine searches) that would welcome contributed pieces. Check each site for contributor guidelines or preferred processes to become a guest writer, and then reach out. The more you spread your name through grassroots efforts like this, the more you can reach a sometimes-finicky audience.
As you consider your next move with content marketing, remember that the goal is always to provide value. Give solutions, be intentional with the medium you choose and go wherever your audience may be. You’ll see that content marketing can be just as effective for you as it is for those with more traditional buyers.