We’re fascinated by the strategies and methods that companies employ when they communicate to their audience. Carefully constructed, data-driven content delivers the highest results in terms of customer engagement. In turn, engaged readers are the most likely to buy.
Whether your audience is made up of customers, prospects, fans, or a combination of all three, take a look at the suggestions below and consider them next time you reach out.
1. Know your audience
It’s so simple and straight forward, but far too many businesses don’t do it. Write down who your audience is and what they like to consume in terms of content.
With this as a framework you can begin to deliver targeted content and boost customer engagement rates.
2. Does every word deserve a place?
“Snackable content” is a buzzword that isn’t going away, and this refers to giving readers something to graze on and consume when they’re short of time.
If you want to win the competition for airtime, get to the point. This again boils down to knowing your audience and what they consider to be valuable.
3. The order of things
The order of content is king, so always think about what your audience will want to read about first. Push the potent, valuable content to the top of the page.
You should know what makes your audience tick, but if you don’t, revert back to the results of previous campaigns and try to categorise your new content.
4. Link images
The easiest win of the lot – add hyperlinks to your images. A quick Google search reveals that a “picture is worth a 42% increase in click through rate”, so it must be worth trying.
We find that in campaigns that we run for clients the banner image tends to be among the top clicks, so it would be foolish to miss out on this opportunity.
In an age when it is becoming more and more challenging to stand out against your competitors, engaging your audience and showing that you understand their interests and needs will be what elevates you. The methods discussed will help you to create relevant, digestible content that, ultimately, drives results.
Let us know how you get on, and if you need some support on the above or other comms, get in touch at info@goldsanddigital.com, or on 020 7287 9233. Our consultative team is ready to explore comms challenges and help you get more from your database through data-driven content.