Content marketing expert Jessica Eastman recently reported her greatest takeaway from last week’s Content Marketing World conference is that content writers must target their audiences more effectively.
Creating content designed for all demographics will make it difficult for businesses to see conversions. Much like businesses in different industries and sectors need to be handled differently, varying demographics require different tones and writing styles. Businesses should work with content writers who understand this principle and tailor their content to varying audiences, according to Eastman.
Companies producing compelling information, such as articles that are part of a news content marketing strategy, will find prospects return to their website for industry news. To leverage this into additional links, creating a home page for news content or a blog landing page for blog posts is recommended by most CMW experts. These archive-friendly landing pages may pay off as even content that is two or three weeks old can provide the impetus for a prospect to convert. Additionally, making content easily searchable will allow social media contacts and followers to share a link they recall that was especially informative to them.
Ultimately, Eastman believes many content marketing plans lack clear direction – and CMW thought leaders cited this as a pitfall of many content efforts.
Last week, Brafton reported that the timeliness of content was another focus area of speakers and attendees at Content Marketing World. Industry expert David Meerman Scott believes companies must focus on providing content consistently to avoid producing stale, outdated articles.