Readership: The Vital Component to your Content Marketing
Content marketing is at heart about educating people, building trust and ultimately demonstrating that you are an expert in your niche.
However, without a strong readership your message will not be heard. Here we look at three key ways to build, as Seth Godin calls it, your tribe.
Firstly, you want to build a readership which is highly engaged. BergHind Joseph recognizes an engaged workforce will have a deep commitment to a company, its goals and its values. This is the same kind of commitment you want in your readership. An engaged audience is more likely to absorb your content, trust in what you have to say and be motivated to spread your message to others.
The question you will probably now be asking, is how do you build this engagement? A number of factors will come into play. Firstly, readers will appreciate consistency, so publish content on a regular basis. Whether you publish material once a month or once a day is less important than doing it consistently, so don’t veer between the two extremes.
Secondly, your readers will recognize authenticity and will reward you for it. Speak in a consistent voice which is true to you and only recommend a product or service which you can stand behind because you have direct experience of it.
Thirdly, demonstrate your expertise in a topic so that you can build trust in your audience.
When we talk about demonstrating your expertise in a subject you don’t need to feel daunted. Many people wrongly feel they can only have a voice once they are an expert in every minute detail of their field. Expertise simply means you know more than your reader and you are happy to share your knowledge with them. A vital component to this therefore, is that you have a good understanding of who your target audience is.
Content marketing allows you to share information related to your field of business. People no longer want to be sold to, they want to gather information about the topic and come to a purchasing decision once they have weighed all the factors. If you provide clear, entertaining and factual information they are more likely to trust in what you say.
You also need to be willing to enter into a dialogue with your audience and receptive to receive feedback about your business. Open lines of communication ensure that both sides, the business and the potential customers, gain something from the interaction.
Spreading Your Message
You may be writing engaging content but you will not be able to build a thriving audience until people hear about you and what you have to offer. It is not enough to simply write an article for your website or blog and sit back and hope people will come to you. You need to be reaching out to where your potential readers are.
The best and lowest cost way to do this is through social media. Across the gamut of profiles including Facebook, Twitter, Pinterest, Instagram and LinkedIn you are going to find people who are interested in almost every topic.
The key is to set your social media profiles up in an attractive way, which brands your business and makes you instantly recognizable. The Pink Group offers a comprehensive guide to all the different image sizes you will need for each profile, so you can get up and running quickly.
Build your audience on social media using the same principles we have discussed here. You need to know who your target audience is and then engage with them using a range of entertaining and educational material. Social media is also very much about the visual so try to incorporate your message into images and video where possible.
To be successful with content marketing you need to build engagement, convey your expertise and finally spread your message to the wider world. By doing this you will ensure you foster the only component your content marketing cannot do without, namely your readership.