The content that companies create and distribute is the way they tell their story to the world. It is the key to solid growth.
You have to know your audience.
If your social media and blog writing is sailing off into the ether and getting no or very little engagement you are far from alone.
As more and more content gets created distributed and reposted across social media channels it gets more and more difficult to be seen and noticed.
Or is it? Some companies are still incredibly successful and there are reasons for it. Facebook, Twitter, LinkedIn and other channels have increasingly modified how their services distribute content to ensure that organizations must resort to some paid distribution to ensure success.
Because the field is getting more complex, increasingly organizations use marketing companies to help them craft their strategy, build the digital marketing racetrack and create the content to help them sell their goods or their service.
But if the content in posts or videos that companies or their agencies create isn’t resonating with their audience, it’s not going to be effective regardless of how well developed the strategy and tactics may be.
The best content is created to engage those audiences and to do that you have to understand them and have a solid grasp of their problems or their challenges. Stories of one kind or another are at the root of the best content. They convince your audience that your product or service will solve their problems for them.
Look at your analytics and see what kind of engagement your social media marketing or content marketing is getting. If it’s not getting traction, build or hire a content team and use them to help engage your customers and partners. If you have an agency and still aren’t getting the results you want, analyze your customer and see if the content you are creating for them is on the mark.
Use your own communications people and your subject matter experts to help define your customers and the people who influence them. Marketers know marketing but chances are they don’t know the people who make up your market as well as you or market specific content creation specialists like us at AJP.
Once you know your customer’s journey you can create the videos, photographs, posts and graphics you and your agency can use to fill your marketing and communications channels.
It’s not a secret. Successful companies analyze, they create engaging content, they measure its success and they fine tune the next product to be even more successful than the last.