Content marketing is one of the most valuable tools brands have to communicate with their audiences.
Whether through images, infographics, webpages, videos, blogs or newsletters, marketers have an opportunity to deliver relevant information that resonates with the people they’re trying to reach.
No matter what type of content a marketer is creating, they should focus on four key characteristics today to drive compelling messaging that meets business goals.
- Build Strong Credibility
As a content marketer, it’s important to build a trusted reputation by establishing yourself as an expert in the topic you’re writing about. People find content with relevant sources and hard numbers supporting the message more credible.
Visually appealing content, including graphics, infographics, drawings and charts, can help make messaging clear and concise.
2. Improve Engagement
With Resonating Content
Engagement is another area that can not only improve the authority of a webpage, but also determine the reach and effectiveness of the content being published. The content must also have a call to action to give the reader a natural next step to engage with the brand
Measuring key SEO and web traffic metrics can help determine the type of content that a targeted audience will respond to.
3. Boost Security Measures
There are several areas regarding security that marketers must pay attention to in order to publish safe and reliable content. One aspect has to do with whether the brand’s site is incorporating security best practices so a security breach cannot harm the business. By consistently improving website cybersecurity and monitoring for any issues, brands can ensure they are maintaining a secure platform that supports the SEO strategy of published content.
Furthermore, if a brand’s content strategy involves user-generated content (UGC), it’s vital to have the right security measures in place to prevent malware, code injections, social engineering, and more.
Developers should also regularly check in via SSLTrust, WPScan or equivalent tools to identify potential site security issues. This will help make sure the team hasn’t unwittingly added new vulnerabilities to the site.
4. Focus on Localized and Personalized Content
Lastly, consumers want a brand experience that is catered to their personal tastes and preferences. According to Accenture, 91% of consumers are more likely to shop with brands who provide offers and recommendations. Brands can deliver on this by sharing specific content to segmented audiences that present a strong and compelling message. Personalization on a local or regional level allows marketers to push out content that is optimised to each audience’s location.
For example, an activewear brand can send localized email campaigns based on the weather and seasonality of a given location.
Whether through segmented email campaigns or industry-specific ebooks, there are plenty of ways to distribute personalized content that makes a positive impression on customers.