Audiences Expect More From Content

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Audiences Expect More from Content

Consumers are growing savvy about content marketing as they see more of it around them. Content containing thinly veiled advertising will not fly anymore -  consumers want real, tangible benefits and information from companies.

A February article from Forbes points out that content marketing that follows the law of reciprocity is more likely to yield positive outcomes.

So what does that mean? Content that has something to offer a consumer is more likely to make them think favorably of a brand and more likely to seek its product or service now or in the future.

Now more than ever, consumers want answers from their content, and answers that go below surface level. Dive into how the pandemic has affected your industry, and what recovery will look like. And do not be afraid to embrace local content. Consumers will learn more looking at an issue close to them than from a 30,000-foot view.

There are a range of ways to offer this kind of content to your audience that go beyond written blog posts. Video, illustrations, podcasts, and multimedia tactics contribute to a strong long-form product that will offer consumers the answers the information they want.

What you can do:                                           

• Bring something to the table: Focus your content on answering the questions consumers have - and be mindful not to push your product too hard. Your audience will appreciate the soft sell.

• Diversify your content: Simple blog posts are not enough to keep audiences engaged. Embrace long-form storytelling, and do not be afraid to incorporate audio, video, graphics and more into your messaging.

• Use the local angle: Tailoring your message your local community means you will be offering them content they cannot find elsewhere. When it comes to offering consumers unique, valuable content, one of the best things you can do is to dive into local issues.