We all know content marketing can be extremely effective for increasing brand awareness and site traffic. The catch, though, is that your content can only perform if people actually see it. So how do you use content marketing to reach the largest audience in your target market?
Create Content That Shares Itself
Whether you’re managing your own brand’s blog or working with a writer to create content, half the battle of creating content is coming up with topics for each piece of content.
Most of the time, we turn to keyword research and trending topics or industry news to help guide our content creation.
Keyword research and trending topics are great starting points that can point you in the right direction when it comes to figuring out what to post about. Sometimes, though, you need more than just a starting point.
You Have Your Target Keyword, But What’s Your Target Reaction?
We can think of keywords as the main topic of each piece of content; so, for example, if you’re a beverage company creating content for the keyword “cherry cola,” then your post will be about cherry cola.
So, how do you create content about cherry cola that people will actually want to read? This is where your target reaction comes in.
Maybe you have a funny story that involves cherry cola. By creating a piece of content around this story, you’re not only able to target the “cherry cola” keyword, but you’re also encouraging readers to feel something by sharing a laugh with you. So, in this case, your target keyword is “cherry cola” and your target reaction is laughter.
People are more likely to share your posts when they have a reaction or an emotional response. This concept may seem like a no-brainer, but it can still have a significant impact on your blog post’s performance.
By determining how you want your readers to feel after reading your content, you’ll have more control over each post’s performance and, ultimately, success.
How To Pick The Right Target Reaction
Whether you’re creating content for your blog or for your social media pages, your content is more likely to get shared when you leave a positive impression on your audience. This can be accomplished with the following types of content:
Inspirational/ encouraging content.
Stories that leave the audience feeling amazed are exactly the types of stories people tend to share.
Do you have a success story to share? Maybe you yourself or one of your employees has recently made incredible progress on a project or journey that could be of interest to your audience.
Better yet, if you can provide an example of how your brand helped a customer achieve success, this will leave your readers feeling inspired while adding to your brand’s image in a positive way.
Funny content tends to be some of the most memorable content. As a bonus, people like to share funny content with friends and family.
Content that provides useful information or solves a problem.
This type of content has 2 benefits: first, by showing your audience that you can solve their problems, you’re establishing authority in the given subject. Second, articles that provide solutions to a common problem are also likely to be shared among your readers’ family and friends.
Understanding how you want your readers to feel will also help to guide the creation of your post, and you can start to think of new ways to put a spin on your content.
Comment below if you’ve already started using target reactions in your posts, and tell me which ones you’ve tried so far!