SmartFocus published an update in the summer of 2019 entitled “the Power of Reaching the Right Audience with the Right Message.” They went on to say that savvy marketers are weaving content marketing into their traditional plans to meet the needs of customers who crave research and insights to make strategic decisions. The recommendation is to give customers more than product specifications and technical information – become the clients go-to resource for industry information.
Once you have clear targets in mind, think about how you want to address them to translate technical specifications into plain language. By highlighting what sets your brand apart and personalizing that content for different clients, you are most likely to stand out from the competition.
You may need to create short tutorial videos to pair with blog posts or white papers. You may want to consider hosting a webinar and writing a summary afterwards to reach those who have not had the time to tune into the full event. Varying the length and style of information and tailoring it to your clients will help build trust and promote your brand.
Think about writing in a conversational or personal tone that often works better for media posts and blog posts. You really want to know your client’s biggest issues that they are facing and show them how your company can solve those challenges. It is important to use real examples in your content by using case studies, interviews with clients, and other stories that resonate with those clients you are trying to reach.
Applying some of these tips might seem a bit overwhelming but companies are finding that a little work, the right messaging, and quality content help reach audiences, clients, and beat the competition.
Autodesk is using content to showcase innovations and real-world applications of technology through compelling stories. Content is broken down by industry and product type making it easy to navigate to relevant information. Case studies show how clients use and integrate software in their daily work and help clients find what they are looking for.
Measure is a company that helps customers use drones for business applications. They provide case studies offering details such as cost-savings and time to deployment, which lends creditability to their stories.
In conclusion, companies that want to build trust and make the most of their content marketing plans must put the needs of their audiences first.