How To Use Relevant Content to Emphasize Your One Key Business Message
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Posting relevant content is one of the hardest aspects of building a successful brand. Who really defines what is relevant or isn’t relevant? How will you know which aspect of your content will go viral or will be considered shareable? Relevance is not something your content team is born with or can learn. Posting relevant content is as a result of keeping up with market trends and producing content that your target audience will either find amusing or useful. But of course, this is much easier to achieve in words than in reality. So, what can you do?
Develop a Buyer Persona
Buyer personas are overly generalized examples of who your ideal customer would be. This forces us Entrepreneurs to remember that our products and services affect the lives of real people. And in so doing, we begin to focus more on how we can make the lives of these people better by means of our business. But the million dollar question is, how does one create a useful buyer persona? You start by simply asking the right questions. The insights I encouraged you to gather from your clients in Chapter 1 of this book will prove very useful. All you need to do is figure out the type of people who have believed your brand’s promise in the past and are very likely to continue doing so in the future.
Every sensible survey begins with simple demographic questions such as age, gender and occupation. Make good use of this information! In fact, you do not even have to re-create the wheel by creating your own survey, market research on existing buyer personas are published daily. Why not use this kind of research to your advantage? If you have front line members of staff or a designated sales team, their interactions with your customers can provide very useful information about your customers. Be sure to solicit information from both good and bad customers. It is always advantageous to learn more about your own strengths and weaknesses.
Don’t Be Too Forward
Once you know exactly the kind of people you are trying to reach, it will make it much easier to reach them with relevant content. But as I have mentioned before, you want your target audience to welcome you into their lives and not feel like you are barging into their homes through the front door. Being subtle is as excellent way to be bold. Instead of posting content about business and product offerings all the time, get your audience excited or intrigued. You need to get them talking about you without even realizing it.
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