Is your content not getting the attention it deserves? It may be time to start optimising!
It must first be said that the key to really successful content is, of course, writing something that is useful to your target audience, and writing it well.
But there are many ways to give your content marketing a helping hand: the push it needs to reach the people you’re trying to reach in the first place.
Before you start writing, find out what your followers or customers are already talking about. You may think you already know this but prepare to be surprised!
If you’re targeting football fans, for instance, yes they’ll be talking about football.
- But what are the other most popular sports?
- Which TV shows do they prefer?
- What kind of content are they most interested in sharing?
You want to track your target audience’s conversations to see what’s hot at the moment. And then you want to plan ahead with a content calendar and start predicting what they’ll be most excited about in the future.
A lot has been said about optimising your headlines. Whether the ‘click-bait‘ phenomenon has had its day is debatable. Sites like Buzzfeed and the Huffington Post have made an art of luring people in with irresistible titles.
But you won’t know what works with you’re audience until you’ve tested it out.
Start with some of these suggestions but don’t forget to get creative as well!
Do this with the same piece of content. It’s easy to change the copy of each tweet you use but you can also do it with the headlines themselves.
If you use WordPress you can find all sorts of plugins that will help you test your titles. Title Split Testing is just one that will let you know which of your headlines is working best so you can optimise your blog and find out what’s working.
Timing when you publish and share you content can be critical. And sharing what you’ve written at various different times is a must if you want to reach the widest possible audience. Especially if it has an international appeal.
Finding the best time to share content will depend on the context and style of what you’re come up with. An in depth report with lots of statistics may be best received first thing in the morning. A funny picture or a cool infographic may do better late afternoon when everyone is winding down.
The first thing to do is find out when your target audience is most active. A B2B crowd may turn their computers off in the evenings (yes, some people do!) but a younger demographic may be busiest after school and during the weekend.
Go forth and multiply
You want to give your content the best possible chance to be seen. So don’t just put it up on your blog, share it on any medium you can get your hands on!
- Got some good data in there? Make a synopsis on Slideshare!
- Got a few great visuals? Get it pinned on Pinterest!
- Is your content telling a story? Storify it!
You’ll find you reach a different type of person on each platform so play around with the messaging each time to make a new version.
Influencers can help you make a piece of content really take off. But how can you get them to help you out?
Well first of all… ask them!
If there’s one thing we’ve learned dealing with influencers on social media, it’s that they love sharing things. If you’ve written a piece of content that is interesting a relevant, let them know about it.
Or go one step further and get your most powerful influencers to create something with/for you. That way you both benefit.
And don’t forget to return the favour. If you’re regularly sharing their content they’ll know who you are and they’ll certainly be more likely to want to help.
The new Twitter Ads platform is a paradise for content optimisers. You can now target people by location, demographic, who they follow and what they talk about.
What’s more you can see which criteria are working best in real-time. Keep fiddling with your targeting and you’ll soon be reaching the right people and see your ROI go up and up.
Twitter also lets you upload lists of users to target. This might be a list of emails of your existing customers or newsletter subscribers. Or you can use PiQ’s list exporting function to create influencer lists of your own. PiQ also lets you upload lists from your Twitter account so you can target people you’ve collected previously.
The most important thing is to keep experimenting. Try new things and measure what’s working and what’s not. Be open to surprises and you’ll soon be an optimisation expert!
Sign up to PiQ today and search over 300m influencers across Twitter.