Is Your Content Speaking to Your Audience?

The world has never been more connected; whether it’s social media, real time communications, on-demand services… it sometimes seems like pretty much everything is connected in one way or another. That’s why it’s so difficult to understand why we have such notable customer disconnect.

The engagement-marketing disconnect is alive and kicking, and it’s especially worrying right now; a time when many marketers are increasing content marketing budgets. If your business is going to be spending money on content marketing, then it’s vital you know that your content is speaking to your audience.

Here are some reasons why website content can fall flat:

  • Content is not ‘readable’; it’s been designed for SEO purposes, not for audiences
  • Content is published through the wrong channels, at the wrong times
  • Content is not relevant to the needs and interests of the target audience
  • Content simply isn’t particularly interesting; it doesn’t offer any food for thought
  • Content is inaccessible; gated content limits reach and removes the benefits of SEO
  • Content is outdated; most desktop users can’t load Flash videos now, for example

Successful Content Marketing

There are many types of website content that do work, and which do speak to your audience, and they typically all have one thing in common: they offer some degree of interactivity. Content is no longer a one-way street. In fact, content that gives something back to the audience often performs the best.

Types of interactive website content include:

  • Text-based quizzes, delivering personalised responses to audience input
  • Social media contests encouraging action-taking; likes, shares, comments etc.
  • Interactive surveys, asking for and listening to audience thoughts and opinions
  • Controversial topics which spark active, healthy debate and discussion within blog comments

Interactive website content has been shown to be massively successful. In fact, Buzzfeed, which is famous for its online, interactive quizzes, found that their social media shares, likes, and overall engagement dropped significantly directly in line with a reduction in their interactive content.

A Fresh Perspective

As a business, it can be difficult to differentiate between what ideas are important internally, and what ideas are important to an outside audience. This can often be a key facilitator of customer disconnect. That’s why many companies choose to work with a website design company like Mi Web Design. With a fresh look at not only your business, but also your target audience, we can work with you to determine exactly what it is your audience are looking for, and how we can create content that speaks to them.