Leverage paid media to reach new audiences whose characteristics and needs match your buyer personas. With content automation tools, your teams needn’t waste time posting manually. Make it easy for your audience to find your content by posting it to all the social media channels where your target audience hangs out online. Take an Omnichannel Approach to Social Media The more time they spend on your site once they leave the original news story they were reading, the more likely they’ll make your brand their go-to source for information about your industry. Then, double down on your content’s effectiveness by linking to more related blog posts at the end of each post. Only people whose needs and interests align with your products will see your content. These AI-driven platforms analyze user behaviors, pain points, and preferences to determine which users see your ads. When you partner with one of these content discovery platforms, you can place links to that post at the end of news stories about rising energy costs or other relevant articles. Content discovery platforms, such as Taboola and Outbrain, will show your content to people likely to need the information your content provides through ads that appear alongside or beneath other related content.įor example, let’s say your company manufactures furnaces and that you’ve just published a blog post that offers several tips on saving on heating costs during the coming winter. Once you’ve created that laser-focused content, you’ll want to get it in front of more people in your target market. Use Content Discovery Tools to Open Doors Those are the places you’ll want to target with content that focuses on their specific needs. Next, create a customer journey map to understand the various touchpoints each segment will follow on their way to becoming a customer and beyond. ![]() Then, create buyer personas for each segment to put a human face on your target audience. Use your social media, email, and content analytics to learn more about your audience, both prospects and customers. That’s the only way you can know which topics to create content around and which information to include in your content. You’ll never reach the right people until you know who they are and what they need from you. But how might this be accomplished? Start with Audience Research So, it pays to find ways to leverage the algorithm and point your prospects to your content. As a recent NetLine study showed, B2B executives’ demand for relevant content climbed by 19.41% from 2020 to 2021. The faster your target audience finds your content and the more relevant it is to their needs, the more likely they will engage with your brand overall. The search engine’s AI uses previous online behavior and user interests to tailor search results. It’s basically the same process you use while researching a blog post or another piece of content. What Is Content Discovery?Ĭontent discovery, as Cision’s Pratik Dholakiya points out, is “the art and science of using predictive algorithms to help make content recommendations based on how people search.” Those algorithms - now powered by artificial intelligence (AI) - are the vehicles by which people searching for information find your content online. ![]() Today we’re taking a closer look at various technologies that are driving content discovery, and techniques we can leverage to make the most of that tech. But with so much online noise, helping your audience discover your content can challenge even the finest enterprise content teams. Getting your content in front of your target customers is essential to content marketing success.
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