It’s a fact that customers today are inundated with content every time they go online. From a simple search to social media interactions, ads are everywhere, providing a never-ending and often cluttered flow of information. However, just because content is there, it does not mean that customers connect with it.
Companies should be very mindful about the information they put online. Publishing articles and posting on social media platforms cannot just be a random activity: if you don’t fully care about what you’re creating, how can you expect someone else to? The truth is that the path to mindful posting can be a little circuitous, which is why we decided to give you some useful tips to ease your journey:
1. KNOW YOUR AUDIENCE
Audience analysis represents the first crucial step to the publishing of relevant and engaging content. You should focus on what is important to your audience and understand what affects their decision-making. Take advantage of analytics tools to understand what customers are looking for, and what attracts them to your site. This should guide your planning process.
2. BE AUTHENTIC
Let your audience know that you understand them. Show them that you're listening and using their feedback to improve and provide relevant information. Keeping them in the loop will ensure loyalty to the business and improved results.
3. LOOK BEYOND SALES
Even though your main goal is to drive sales, all of your efforts should not just be sales-oriented. Focus on offering a variety of data and information related to your brands, product, and services; try to be action-oriented and not just promotional. Once you gain your customers’ trust you will be able have a solid brand awareness and as a consequence, sales will be forthcoming.
4. POST WITH A PURPOSE
Be mindful about the content you are creating and the value it can add to your audience. Before you start, you need to take a minute to understand how your content will be different and interesting. What do you want the reader to take away from it? Focus on building a connection with people rather than just publishing; you want them to stay and connect with you, and not just scroll by.
“Forgetting mindfulness is a human failing, to be certain. But in content marketing, it’s also a professional failing.”