Why Being Specific Matters with Your Content Marketing Strategy
When you’re planning your content marketing strategy, you’re likely looking to reach as many potential audience members as possible. After all, you want to spread the word far and wide about your business. However, you don’t want to be crafting content that’s too general. This strategy can actually hurt you when it comes to attracting new leads. The best approach to your content marketing strategy is to be specific and target a select group of people. Why? We’ll tell you.
Reach Leads That are More Likely to Convert
Your products or services aren’t meant to serve every single person on the planet, so your content shouldn’t be targeted that wide, either. If you extend yourself trying to reach people who are outside of your target market, you’re likely to get a lower return on investment. However, if you spend your time targeting your content and only trying to reach the people who might actually buy from you, you’re much more likely to see success in your overall strategy. Plus, you’ll have an easier time creating content since you aren’t trying to appeal to every single person on the internet.
Build Customer Loyalty
Once you’ve found the right audience and have targeted your content right to them, remain consistent. Consistency and reliability are two of the biggest factors when it comes to building customer loyalty. Marketing to your returning customers can bring incredible results to your bottom line; one report has shown that acquiring a new customer can be up to five times as expensive as retaining an existing customer. When you’re creating your content marketing strategy and planning new pieces to put out, don’t forget about your precious existing customers!
If you’re still not convinced that it’s worth it to market to existing customers, check out these findings:
(Image from https://www.huify.com/blog/acquisition-vs-retention-customer-lifetime-value)
Let Your Audience Market for You
When your content strategy is specific and tailored, you’re more likely to reach the right audience, of course. But those audience members can also do some of the leg work for you. Your audience members likely know others with similar interests or concerns, and if your company’s offerings work well for them, then they’re likely to spread the word. Your audience members can share your content or simply tell others about their positive experiences, bringing in even more leads without any extra effort on your part.
Tips for Crafting Specific Content
First, you’ll need to reflect on your strategy as a whole. Again, your products and services aren’t meant to serve everyone, so you shouldn’t be targeting everyone. Create buyer personas that reflect your typical customer. What are their interests and values? What demographic information is the most common in your audience? Identifying these factors can help you identify your most likely buyers and connect with them on a more human level.
You can also look at your competitors to see how they’re approaching your target audience. See what services they’re offering and what kinds of content they’re creating. You can also analyze their performance and see where the gaps are, opening up areas for you to prove yourself as an industry authority and capture segments of your audience that aren’t yet being reached.
Creating your buyer personas and conducting competitor analysis isn’t a one-and-done type of task. It’s best to revisit these points every quarter or two to make sure you’re keeping up with the trends and the changes in your market. Staying on top of the latest data can help you shift your strategy when it’s needed and ensure that you’re meeting the ever-changing needs of your audience.
Craft Your Content Marketing Strategy with WriterArmy
Creating a specific and effective content marketing strategy may seem intimidating, but you don’t have to do it alone. WriterArmy is proud to be one of the most trusted content marketing and creation agencies in the country, helping customers from around the world identify and market to their target audience. We work side-by-side with you to understand your goals and concerns, then we craft highly targeted content strategies to help you make the most of your efforts.
If you need help creating content as well, we’ve got you covered. We maintain an expert team of writers with experience marketing to all the most in-demand verticals, guaranteeing high-quality content every single time. We can handle all kinds of content needs including emails, web content, social media posts, blogs, and more. Create a customized package or enroll in one of our premade offerings.
If you don’t already have a content marketing strategy or are looking to improve yours, there’s no more time to waste. Contact WriterArmy today for a free quote on any of our services and discover the benefits of customized content marketing!