Can content inspire meaningful social change? Can it reach your target market using the very words that speak to them? More critically, can it sell? And — better still — cost next to nothing? Yes, that and more is possible if you construct your marketing content with an eye on geniune connection. Instead of focusing solely on advertising, businesses can create original written content, blog posts, and visual materials on social media platforms to help generate leads. This content allows customers to find your business and helps drive traffic to your website. But successful businesses know that marketing content must be meaningful in order to be effective.
What Is Meaningful Content?
According to Brian Clark of Copyblogger, content marketing is the most successful and income-generating form of online marketing, but the content must be meaningful, or have some purpose and be tied to your overall objectives. However, your content cannot be meaningful to everyone unless it is generic and watered down. Your content must be valuable to those you are trying to reach, those who will find value in it based upon their needs and wants. Your content will be meaningful if it’s relevant, timely, and in demand. It must be inspiring and engaging, and must have the ability to start conversations. Creating meaningful content on a regular basis such as a company blog is a challenging task, but studies have shown that companies that have a blog get 55% more website visitors and 97% more inbound links than those that don’t. Meaningful content is written to encourage the reaction you are looking for, which can vary from increasing subscriptions for your blog to selling more products, or simply increasing business in general. It will compel your audience to act based upon your advice and lead to results that are beneficial for you and your business. According to an interview with Giselle Diaz Campagna of Catchafire on FastCoExist.com, meaningful content inspires action without spending any money, unlike traditional advertising. By using social media to endorse anything from a product to a global cause, meaningful content helps promote change.
How Is It Created?
Meaningful content will help contacts get to know, like, and trust you and your business. It will help solve a reader’s problem through explanation and education. This type of content creates empathy through perspective. According to Marketaire.com, for content to be effective, it must cater to the perspective of the target audience, making them feel like the company understands them and sees things the way they do. To create meaningful content, you must know your audience. How else will you be able to appeal to their unique perspective, needs, and problems? You can do this through research on the social media channels that they frequent, and by trial and error through conducting and following up on test campaigns. You don’t always have to create meaningful content from scratch. According to The No Bull Marketing Blog, you can repurpose content by posting a video version of one of your articles on YouTube or your blog. Once you create meaningful content, you’ll want to get as much mileage out of it as you possibly can.
How to Stay Engaged
As with other marketing efforts, when using meaningful content, you should choose your channels based upon the behavior of your audience. Once you have decided where to put your content, you must keep updating your page to stay engaged, or you might as well delete it, says Christine Birkner of AMA.org. Your online strategy should involve being there to respond to your customers. If people are commenting on your content, you need to be part of the conversation. Thousands or even millions of people could be reading your posts or viewing your tweets, but if you’re not there to converse with them, it’s no longer meaningful.