If you’re a website owner, you’ll know just how important content is when it comes to driving visitors to your website.

The problem is that the content arena is quite a competitive place to be, which means that you need to be more strategic than ever when developing the content that you post online and on social media.

Below are a few tips that you can implement to ensure that your visitors are getting the best possible brand experience when visiting your website or social media pages, and that your business benefits at the same time.

Gain a deep understanding of your audience

If you don’t have a thorough understanding of who your target audience is, what information they’re looking for and how they prefer to access content, you can’t even begin to offer them an amazing brand experience. By performing some market research and playing a listening role online you can truly get an understanding of your audience’s habits and preferences, and build your content strategy around that.

Delve into your identity as a brand

Your brand cannot be everything to everyone, which is why it’s so important to develop a unique brand identity that you can hone and build on. When an online user feels that they are dealing with a unique brand that doesn’t try to conform to all types of users, it increases your trustworthiness and makes you look more genuine. Create a brand persona, identify your area of expertise and decide what makes you different from your competitors.

Be relevant

Now that you have a better idea of who your audience is and who you are as a brand, figure out how you can be most relevant to your audience. This could mean creating content using a very specific tone or it could mean only sharing your content on specific platforms. Decide how best to reach your audience and get them to notice you.

Give your audience a reason to seek you out

How are you offering your target audience value? Is your content offering enough value? While the end goal of content marketing is to drive traffic to your website and eventually convert users into paying customers, you first need to prove that you’re solving a problem or helping fulfil a need before you can convince an online user to trust and back your brand.

Pay attention to SEO

Search engine optimisation is certainly not dead. Google’s algorithms have changed over the years but they are still keeping a close eye on your content. Writing quality content is still as important as ever. It’s also essential for your content to be easily accessible via mobile devices if you want search engines to recommend your website to potential visitors.

Repurpose and write more

Keeping track of your content stats is of critical importance if you’re looking to make content an integral part of your marketing strategy. Once you get smart about content you can really start making it work for your brand. Identify key content pieces that have performed well in the past. If some of them contain outdated information, update it slightly without changing the core message of the content and publish it again. This way your content already ranks really well and you’re offering updated information to your readers. A second option is to build on the content that is performing really well as this is a good indication of what your audience finds most interesting. Create summary posts using your best posts or create similar posts without repeating the same information.

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