The articles, videos and podcasts you create for your audience can be powerful tools for engaging clients and prospects. But unless this content is relevant to your intended audience, it is of no use.
“Content must be tailored to what your target audience wants, and delivered in a manner they prefer,” says Subhas Fagu, partner with Techlicity Ventures Corp. in Toronto.
The preferences of your target audience will determine the message you create and the medium through which it is delivered. Your content could take the form of articles, white papers, checklists, videos or e-books, says George Hartman, CEO and co-founder of Elite Advisors Canada in Toronto.
Digital content can be posted on your website, blog, or e-newsletter. Or you can include it in printed materials such as newsletters and brochures for prospects who prefer that medium.
Here are some tips on how to develop and use content to generate leads.
> Identify your audience
“Think about who you would like to attract,” Hartman says.
Get as much information as possible about your target audience. This information, Fagu says, could include demographics, income levels, geographical location, investing behavior and Internet and social-media use. Getting that information would require detailed research, which you can either do yourself or acquire from a third party.
> Identify the type of content you need
Develop content specifically for your target audience.
“The tone and style of the content should match the preferences of the people you are targeting,” Fagu says.
For instance, Hartman says, if one of your strengths is dealing with divorcing clients, develop content that interests people going through this life phase.
If, on the other hand you wish to target airline pilots, post content of specific interest to that group. “The more narrowly you define your content,” Hartman says, “the more likely prospects would be able to find it through an online search.”
> Choose a delivery method that suits your audience
The way you deliver content must suit the preferences of members of your target audience, says Nadia David, communications consultant with Premier Consulting Partners in Mississauga, Ont.
“The medium of delivery — whether digital or print — is of paramount importance in ensuring that your content is effectively consumed,” David says.
Don’t expect your entire audience to have the same preference, she adds: “The more delivery methods you use, the better, because the consumption behavior of prospects within the same target audience could vary.”
> Provide reliable, unique content
Your prospects are constantly bombarded by emails, newsletters and other content from various sources, Fagu says. Your message should not be just another marketing piece.
“Never underestimate the intelligence of your audience,” Fagu says. “You must be seen as a credible, unbiased source in order to gain the attention and trust of potential clients.”
Your message should be unique and noticeable, says David: “You want your content to stand out from the clutter.”
Always strive to differentiate your content from that of your competitors. Use original content and incorporate professional design and illustrations to add impact.
Says Fagu: “Providing content with a different way of looking at a particular subject or with a fresh look and feel is more likely to attract attention.