How do you create content writing that accomplishes all your need for publishing. It isn’t sufficient to recycle the blogs that everyone else is posting. While there are some online resources that can help you decide what your target audience is looking for, the great way to do this is to go directly to the source: your customers. Here are 10 ways to engage with your online audience.
1. Connect with Your Audience Face to Face
Naturally, the best way to find out what your customers want is to ask them. If you’re in a role where you already have face-to-face contact with your customers, this is easy. Go live on your social media and contact directly. Create questions and post on social media platforms. Or Make voting posts. Revert on comments from the audience.
2. Get Your Customer-Facing Staff Involved
If you regularly interact with customers, then it makes good use of their insights. Get these people included in regularly soliciting customer feedback. Find out if there are questions or comments they commonly hear from customers. It can provide you with fresh ideas for your content, but also it can help you decide if there’s a disconnect in your current marketing messaging. This will improve your customer service processes.
3. Join Facebook Groups
If you haven’t already, look up and join Facebook groups managed by other people in your industry. These groups are often full of new members asking questions with a lot of interaction. For example, if you run a medical weight-loss clinic, monitoring questions posted by other group members can provide you with insight into most areas of confusion regarding fitness and nutrition. You can then create content around those topics for your own website.
4. Monitor Social Media Competitors
Your competitors on social media channels can provide you with a wealth of ideas. What’s helpful to them? What type of content are they sharing? What influencers are they listening to? Your social media tactics should include listening and drawing on these insights as much as content creation.
5. Look at Negative Reviews
Negative reviews are no fun, but you can use them to your advantage if you are open to examining the ways in which you have failed your customers. Use negative reviews to learn what customers are expecting from you specifically and your industry in general. Many negative reviews are the result of a misunderstanding of the nature of a product or service. Did you misrepresent your services in your marketing materials? Are there ways you can modify your content tactics to make it clear what customers can expect from you?
6. Understand Your Customers’ Buyer’s Journey
Every industry has a buyer’s journey, or a sales cycle, in which a lead transitions into a customer. The length of this process depends on several factors, including the cost of your products or services, the customer’s urgency, and more.
Do you understand the hurdles that your customers face during each stage of this journey? Develop content that addresses their needs and possible roadblocks at every step. For instance, B2B customers may need to get approval from other decision-makers before they can commit. Provide them with content that outlines answers to the most common questions posed by stakeholders to make the buying process easier for them.
7. Dig Deeper Into Your Own Data
Your Google Analytics and email metrics—such as unsubscribes—can give you key insights into what your customers expect from you. If your website bounce rate is high, you might be optimizing your content for the incorrect keywords. A jump in unsubscribes could mean your email content is missing the mark. Try split-testing various elements in your emails or on your website to see how your audience responds.
8. Be Your Own Customer
Be a customer and walk through the process of buying your own product or service to see what the experience is like from the other side. Try to put yourself as a customer. Are all your questions answered? Is anything about the process confusing? Ask friends or family members to do the same. You may think you’ve covered all necessary components of a workflow, but often when you’re too close to the subject matter, you can miss something.
9. Monitor Google Trends
Google Trends is an interesting and helpful tool that can show you which search queries are increasing popularly. While these queries aren’t always popular enough (yet) to drive traffic to your website, they can help you stay on top of new trends and start creating content around a topic—ideally before your competitors do.
10. Answer Questions on Quora
Quora is a question-and-answer site for sharing knowledge. If you aren’t on it already, then create a profile and answer a few questions related to your area of expertise. Again, don’t do too much self promotion. As you establish yourself as an expert in your field, you’ll likely start getting more requests from people interested in your answers to their questions. Not only can this provide you with insights for your own content strategy, it can also help generate your own EAT (expertise, authoritativeness, and trust), which is a key factor in both your site quality ratings and your search engine optimization (SEO).
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