The point of content marketing is to talk to your target audience and give them an opportunity to engage with you. In order to be engaging and understood, you will need to talk to them on their terms. The key to creating effective content is objectivity.
Objectivity brings to mind impartiality, or an outside observer who is not affected by the inside influences of a situation. The objectivity you want to practice in content marketing is more along the lines of the second definition: the ability to step away from your content and see it from an outside perspective. Whether you are writing a blog, creating an image or video, objectivity is essential to reaching your target audience.
Informed or Lay Audience?
Different audiences require different messages. A fellow expert will understand more about your field than a lay person, and creating a message that explains less and discusses details more can be appropriate. Creating content for a less-informed audience will likely require more general explanation rather than getting into nitty-gritty details. You are in your field every day, and what is common knowledge to you may not be to your target audience. Think about your readers first when you begin creating content. What will they know about the topic? Having conversations with your customers and noting their questions can reveal what information is important to them. Starting from their level knowledge and building on it will help them connect old information with new.
Editing
Editing is one of the best ways to make sure your message is on point. Once you’ve created content, put it away until the next day before you self-edit it. A good night’s sleep (and time) will give you fresh eyes, and you will see things you did not before.
Self-editing is good, but a second opinion can improve your image, video or blog tremendously. Hopefully you have a content partner who can edit your work as well. Not only can they provide a truly outside perspective, they can tell you if you are making sense! Share with your editor what your goals are for the content and who your target audience is. This will help them evaluate your work from that perspective.
Knowing your audience and good editing are essential to crafting effective messages. If you shoot over your audience’s heads, they are not benefitting from your wealth of knowledge and trusting you as an expert source who can solve problems. Speaking to them where they are can help them understand why they should come to your business for their needs.
Need a writing partner who knows content marketing strategy backwards and forwards? Send us an email, or call at (317) 910-6252.
