Jul 06, 2022
In Welcome to the Forum
Now, more than ever, it's important to get a complete and broad understanding of the members of your audience. Whether your business operates in a B2C or B2B environment, your target customers are humans. He, she, or they have specific changing needs, hopes, fears, and priorities. It may take too long, but more and more brands are beginning to realize that empathy is the foundation for successful customer communication. Whenever possible, talk to consumers at a person-to-person level. To develop empathic content that is relevant to them, you need to collect at least the following information: Demographics: age, gender, physical location, income. Their likes, dislikes, tastes. What are their needs, pains, frustrations, and ghost mannequin effect challenges? Where and how do they spend their time online? What kind of digital content do they like to consume? (Image-based social media posts, long blog posts, short or long videos, podcasts, webins, etc.) What questions are they asking? 2. Content that answers important questions Organic search is still widely recognized as the starting point for most consumers' journeys. Whether you're searching on Google, Bing, Amazon, or connecting your hashtag to a social network. People are looking for answers to their questions. advertisement Continue reading below Searches that consumers make to meet different needs, relieve frustration, and overcome challenges by answering consumer questions clearly, honestly, and accurately through the content they create. Corresponds to the purpose of. Ann Smarty points out in a recent Content Marketing Institute article that there are three basic types of intent. Run (also known as "commercial" or "high" intent ): Search users are ready to act (buy, join, etc.). Know (also known as "information" intent ): Search The user is looking for information. Go (also known as "navigation" intent ): Search users know the site or brand they want to go to. Certain content can and should be proactively created to address commercial and informational intent-based searches. Suppose you already have content for navigation purposes. In particular, informational content is to link to the next relevant content in a clear direction (action-inducing phrase) that consumers should follow, so that they can fully answer the question asked, or otherwise. It needs to be detailed and comprehensive.