Let’s face it; targeted content is the holy grail of modern marketing. Without it, you have nothing unique to offer your customers apart from your product or service – and this reduces you to a meager salesperson. You need targeted content in 2020 to create a brand with a voice and identity that customers can resonate with, and eventually buy from. But how do you create such content?
Two things are critical: content personalization and technology. Your content needs to be customized to address specific consumer pain points and presented in the most convenient technology. But this is easier said than done and it’s often the difference between a homerun piece and content doomed for a quick out.
So, what do you need to increase engagement through targeted content in 2020?
Read on to find out.
The Ultimate Checklist for Creating Targeted Content in 2020
Here’s what you need to create a targeted content strategy:
1. Define Your Target Audience
Defining your audience gives you an idea of their pain points, desires, dislikes, how they communicate, and anything else you need to know to create content that resonates with them.
For best results, gather every piece of information you can find about your target audience, including absolute basics such as:
- Basic demographic information like age, location, gender, salary, and level of education
- Their personal goals and expectations
- The challenges they face in achieving those goals
- Their social status, hobbies, and how they prefer to spend their free time
- People who influence their buying decisions
- The kind of language they use to communicate in their day-to-day life
- How they interact with content, particularly on social media
This list isn’t exhaustive. You can include any other type of data you think can help you understand your audience better. With this information, you can segment your audience into groups with similar traits.
Next, you’ll have to give each group a personality – and this brings us to the second item on the checklist: buyer personas.
2. Create Buyer Personas
This somewhat overused content marketing phrase remains critical to creating targeted content in 2020. By definition, a buyer persona is a fictional person you create based on what you know about your audience.
When crafting buyer personas, aim to create at least one profile for each buyer category based on a combination of behavioral and demographic information. The goal here is to know more about this fictional person so that you can address them as if you know them in reality. This way, whenever they receive an email from your business, it’ll feel like it’s specifically addressed to them, and not just any other customer.
As a general rule, create at least four buyer personas for your target customer base. With thorough research, you should have enough information to differentiate your target audience that much.
Generally, each buyer persona should feature the following:
- Name, marital status, age, number of children, location, social status, geographical location, and salary
- Hobbies and interests
- Life goals, including when they’re hoping to achieve them
- Problems they may be facing, including the ones they may not be aware of
- Their day-to-day obstacles
- How they communicate with family, friends, and colleagues
- Their preferred language and level of sophistication
- How they consume different types of content
- Their personality traits
- Factors and people who influence their decisions making
- Biggest fears and what drives them
- Their attitude towards changing things
Depending on your products/services, you can create a more detailed and relevant list.
3. Make Your Content Mobile-Friendly
Bluntly put, if it can’t work on mobile, it won’t work at all. There’s no compromise when it comes to the feel, look, and strategy of the mobile experience—especially since more than 80% of internet users own a mobile device.
So if you’re looking to create targeted content in 2020, you should never overlook the value of mobile user interaction. Your content needs to custom-fit to the mobile screen, and your call-to-action buttons should be intuitive and easy to click. You also need to keep your subject lines short and punchy so that they can easily fit on a mobile screen and ensure your animations are on auto-play.
4. Perfect the Art of Timing
Timing your content publishing and promotion efforts can greatly increase user engagement, brand awareness, and lead generation. If you get your timing wrong, you won’t address your audience’s pain points at the right time, and your well-crafted content might go unnoticed.
Making use of an editorial calendar and the newsroom concept is one way to approach content timing. You can also take advantage of trending topics, Google Trends, or historical marketing data to get an idea of what works when.
5. Make Your Content Compatible With Voice Search
Online search habits are rapidly changing, and keeping up with the latest trends is critical to increasing website visibility and everything that comes with it (more leads, brand awareness, conversions).
By the end of 2020, over 50% of internet searches will be via voice. And with Google’s Voice Assistant now available on over 400 million devices, projections show that voice will dominate 2020 as the preferred search method.
Add to that the fact that 65% of 25-49 year-olds use voice search at least once per day, and it becomes clear that you’ll need to add a natural tone to your content so that voice searches can easily pick it up.
Knowing Whether You’ve Hit the Target
After creating targeted content, you need a way to tell if it’s making an impact. For that, you’ll need analytics.
With platforms such as Google Analytics, you can track the impact of your targeted content by measuring things such as search engine rankings, website traffic, domain authority, links, subscriber growth, and so on. You can also look at the feedback you’re getting from your audience to know whether you’re hitting the sweet spot with your content.
That way, you can keep making data-driven content creation decisions and watch your brand grow.
Best of luck this coming year!