Making Content Matter

June 1, 2015 Brian Beattie

Producing meaningful content impacts both the credibility and visibly of your company. You want to ensure that you are capturing the right depth of content and the right audience. Failure to hone in on these two vital facets can lead to improper execution of your company’s content marketing. Here are a few measures we at Volaris use to safeguard against the production of empty content:


Know How to Tap Into Your Target Audience        

It is not enough to simply know who your audience is. You need to ensure your audience’s captivation before dispelling content, otherwise, it will go unnoticed. Begin by assessing your audience’s demographical assets in order to understand their online behaviours. Identifying an audience’s online habits will facilitate a better understanding of what kind of content need to be produced and on what platform. For example: if your audience’s primary online utility is twitter, you will know to produce quantitative light content. Always remember to bring it back to the basics: demographical classifications are only one part of an audience. Gain exposure by nesting in popular online communities that belong to your industry.


Assess Online Platforms

Utilize as many online platforms as possible to achieve maximum visibility. Spread the same content over a variety of different outlets and gage its reception. Use analytic tools to populate these insights and engagements. Cross-reference several analytic tools to grasp a deeper understanding of what is truly working for your company. Tip: pay attention to detail. Find out what time of the day content is most engaged and what key words appear to be the most effective. Reinforcing strong key words in future content promotes SEO.

Implement a tracking schedule that will assess analytics over days, weeks, months and quarters. While this may seem excessive, it allows your company to optimize its resources and get the most out of your online strategy. Spending a few extra minutes populating numbers can save you from spending hours writing content that will go unseen.


What's Worth Writing About?

You have to be able to weigh out your interests. If you want to write about topics that have not scored so high with your following base, it is time to think outside the box. Some topics can prove to be dry and dense. You can still get these messages across without losing the interest of your audience. Incorporate visually stimulating images, relatable dialogue and room for open discussion.  These efforts will help foster a community rather than a “following”. This proves to be far more useful in the long run as these communities drive relationships, which can later produce leads. Don’t get lost in this transition: keep up with your regular content marketing strategies as you integrate into new communities.


When Content Works

When you notice content that has scored high traction among your audience, encourage your team to share it on their own personal profiles. Repurposing successful content is a great way to tap into secondary audiences with minimal effort and maximum effect.  You can also repurpose this content for future use in new and innovative ways. For example: take a blog and turn it into an infographic. Repurposing older content  allows your audience to see the longevity of your company’s content production. Whether you have been producing content for one month, or one year, this act will signify to your audience that you are committed to content production. Ultimately, this builds your company’s online credibility and drives links back to older posts.


Your Turn

How effective is your company’s content production? Just because your content marketing strategy works does not necessarily mean it is optimal. Do not be afraid to take risks- engage your industry online and set the standard for content production. It is better to be candid and vibrant than uniform and static.

About the Author

Brian Beattie

Brian Beattie is the Chief Financial Officer at Volaris Group. Besides overseeing the financial health of the company, he works closely with Volaris’ legal and M&A team on all new acquisitions. Brian is an expert on every stage of the M&A process – from sending out the non-disclosure agreement to executing the sales purchase agreement.

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