Jul

25

2016

Author
Karen Lozada
Categories
content marketing companies

There is no denying it: Content marketing is crucial to driving traffic and enhancing your brand’s visibility. High-quality, compelling content is all about facilitating engagement between your brand and your customer and driving conversions as a result. The most effective content marketing strategies are customer-centric. These strategies boast a nuanced understanding of the target audience and are able to deliver content that resonates with this audience. This isn’t just about the substance of the content — it’s also about the format. For example, as most content marketing companies will tell you, a B2B content marketing strategy might emphasize content formats that a B2C strategy wouldn’t. So, how can you choose the perfect content format to impress your audience? Let’s take a look.

Understand What Your Audience Wants

There are many content formats out there, including HTML-based articles, blogs, social media postings, webinars, videos, infographics, and photography, just to name a few. When deciding what kind of format to put your content into, the deciding factor is what your audience wants. Would your audience prefer a compelling article or a concise video? Do they appreciate infographics? Would they prefer photography or illustrations for visuals accompanying text? The key is considering what your audience prefers and catering to them accordingly. And, of course, you will need to consider mobile here. A significant portion of the world now accesses content via mobile devices, so you need to make sure that your content is mobile-friendly.

If you aren’t sure what kind of format your audience prefers, don’t guess! Instead, test to ascertain their preferences. This can easily be done with A/B testing. You can then use these analytics to guide your content decisions.

Align the Content Format with Your Goals

When formatting content to impress your audience, you also need to consider the goal of the content. For example, if you want to generate leads, you will need content that is conducive to lead nurturing, or content that will motivate customers to submit their personal data and information. Contests, product demos, e-books, and podcasts tend to be pretty effective for this. However, if you are just trying to boost the visibility of your brand, you want something that grabs customers’ attention without being too complicated. Blogs, simple infographics, and short how-to videos tend to be good for this.

Don’t Hesitate to Seek Advice from a Digital Content Marketing Agency

Once you have a content strategy tailored to your target audience that is up and running, you need to actively monitor your success. If you’re still struggling to drive traffic or are battling a high bounce rate or low engagement rate, it may be a sign that your content simply is failing to resonate with your audience and that your strategy may need to be revamped. In this case, you may want to solicit the advice of one of the many content marketing companies or digital content marketing agencies out there. These experts can help put you on the path to success.

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