3 Tips for Generating Content to Reach Your Target Audience
- Posted by Valerie Erwin
- On March 22, 2019
When it comes to content marketing, I think we could all agree we’ve heard a keynote, read an article, watched a webinar, or downloaded a white-paper about reaching our target audience that led with (or at least included a statement related to) “consumers are bombarded with a million messages a day”.
That’s because, regardless of the repetition of this statement, it’s true!
What we believe is far more relevant though, is how exactly we go about answering the inevitable challenge of breaking through the clutter and successfully connecting with our audience.
To do that, here are three helpful tips for generating content relevant to your target audience that will break through the clutter.
Give the People What They Want
An easy way to understand what your target audience wants is by reviewing your reputation management channels. Analyze the bulk of your hotel reviews, social media profile activity, and website analytics to determine what the majority of guests are looking for, but not getting. Are social users searching for your pool hours? Are website visitors consuming multiple pages looking for your restaurant menus? Whatever it is, determine how to deliver on their needs, and give that content to them in an easily navigable, user-friendly, and engaging format. A great way of doing this is by ensuring your website has an FAQ page, which will also help you to optimize for the ever-rising popularity of voice search. Infographics are another creative approach to producing this content as well.
Create Pieces That Stand Out
One of the unfortunate side effects of consuming mass amounts of information on digital platforms is (quickly) finding yourself in a mindless scroll. In order to make your content stand out, be sure that it is visually appealing to really catch your consumer’s eye. Utilize graphics that are most importantly on-brand – but still unique, creative, and attention-grabbing. Visual storytelling is just as important as, if not more impactful than, telling a story to readers through text.
In an effort to be seen through senseless scrolling, this Instagram ad placement we created utilizes mixed media resources including watercolors and magazine clippings.
Ensure Your Messaging Is Consistent with Your Brand
Nowadays, consumers are on the hunt more and more for authenticity from brands, which is the reason why things like influencer marketing and user-generated content have become so popular. Take the opportunity to maximize on these trends in your marketing. Make sure though, in an effort to stay current, that you don’t choose messaging that may not be aligned with your brand. The commitment to authenticity in your messaging could be the deciding factor in your audience’s decision to be loyal to your brand instead of a competitor’s.
While making your brand highly visible to consumers on digital platforms can be quite the challenge to try and tackle (especially with more noise in media now than ever), there are strategic ways to ensure you reach your target in the way they want to be spoken to.
If you have questions about optimizing your brand’s content or specific challenges of your own you’re seeking solutions for in your digital efforts, reach out to us and let us know how we can help.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.