How to create content your audience really wants

The content you create should be useful, informative and serve a purpose. So your content strategy should be set up to focus on addressing the needs of your customers and potential customers. If you’re doing it right then you’ll be rewarded. According to The Content Council 61% of consumers it surveyed said they feel more positive towards a company that creates custom content, and that they are more likely to buy from that business as a result. But knowing what type of content your audience wants can be tricky. So here we give you nine tactics you can use to help you create content your audience really wants:

Analyse your own web analytics: Your website will give you invaluable insight into patterns/behaviours and trends of your audience. The analytics will show you the most popular pieces being read on your site and also where your audience is coming from (i.e search or links etc). Make this a once a week habit. Replicate and mimic content styles that are popular.

Brainstorm: Sit down with your team and brainstorm the most frequently asked questions you receive. Make a list of questions your audience wants to know about – try and come up with as many as 50 before whittling them down and finding your best 20. Then start crafting content to address these issues.

Discussion forums: Spend a couple of hours a month surfing discussion forums. Sites like Quora are great where users can post questions (for free) and the site encourages its registered online community members to respond.

Email: You’ll receive hundreds of emails into your inbox each day. Many of which will include repetitive questions or pain points that your customers that need solving. Go through your emails and pick out the common themes running through them. You can then create the content that will address the issues.

Employees: People in public facing roles have the most access to what’s being said about your product or service. Use your internal tools and encourage your employees to share what they’ve learned. Maybe try incentivising colleagues to share their insights by entering them into a monthly prize draw…

Google Alerts: All you need is a Gmail account (free to set up) and this service will deliver relevant keyword rich web content (that you’ve set up) directly to your inbox. You can receive alerts as often as you want (daily, weekly etc). From this you can glean what everyone in your industry is talking about. Then write your own take on the topic. Make what you say new, different and original to add to the debate.

Twitter Hashtags: Find the key trends in your field and read what’s being said. This can inspire and instigate new pieces of reactive content. You can use a tool like Tweetdeck to monitor & store everything being said on any given topic.

Social Media Listening: Listening to what’s being said about your brand (and competitors) across social is an excellent way to understand what people love and loath about your business. And they don’t hold back in this space – so you’ll have a warts and all character analysis. There are hundreds of social media listening tools out there and some of the best on the market are DataSift, SproutSocial, Social Mention, Sysomos, Tweet Reach and Viral Heat.

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