You’re a marketer tasked with creating content. How do you ensure your message resonates with your audience?

1 Know your audience

The first step to creating content that resonates is to understand your audience. Who are they, what are their needs, challenges, goals, and preferences? How do they consume content, and what kind of content do they trust and value? You can use tools like surveys, interviews, analytics, and personas to gather and analyze data about your audience and segment them into different groups based on their characteristics and behaviors.

3 Choose your format and channel

The third step to creating content that resonates is to choose your format and channel. Depending on your audience, goals, and metrics, you need to decide what type of content and what platform will best suit your message and your strategy. For example, you might use a blog post, an infographic, a video, a podcast, a webinar, or an ebook to deliver your content, and you might distribute it through your website, social media, email, or other channels. You need to consider the strengths and limitations of each format and channel, and how they fit your audience's preferences and expectations.

4 Craft your message

The fourth step to creating content that resonates is to craft your message. This is where you need to use your creativity, skills, and tools to write, design, record, or produce your content. You need to make sure your content is clear, concise, compelling, and consistent with your brand voice and tone. You also need to use storytelling techniques, emotional appeals, and data-backed arguments to capture your audience's attention, interest, and trust. And you need to include a strong call to action that motivates your audience to take the next step in their journey.

5 Optimize your content

The fifth step to creating content that resonates is to optimize your content. This means you need to apply SEO best practices, such as using keywords, titles, headings, meta tags, images, links, and schema markup, to improve your content's visibility and ranking on search engines. You also need to optimize your content for mobile devices, accessibility, and user experience, to ensure your content is easy to find, read, and interact with. And you need to optimize your content for conversions, by using landing pages, forms, buttons, and other elements that encourage your audience to take action.

6 Test and improve your content

The sixth and final step to creating content that resonates is to test and improve your content. This means you need to monitor and analyze your content's performance, using tools like Google Analytics, social media insights, email reports, and heat maps, to measure and evaluate your results. You also need to conduct A/B testing, surveys, feedback, and reviews, to identify and understand what works and what doesn't, and how you can improve your content. You need to keep learning from your data, your audience, and your competitors, and keep updating and refining your content to make it more relevant, engaging, and persuasive.

7 Here’s what else to consider

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