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In the mutli-channel, 24-hour world marketers live in, it can seem like a pretty daunting obstacle course to ensure that the content you’re pumping out meets your expectations, every time. Combine this with the need to make sure that every piece of content is correct for the platforms you’re working with and you’d be forgiven for feeling a bit overwhelmed.

However, the wheel doesn’t need to be reinvented to make sure that you’re making the most out of the content you’re generating. Whether it’s reporting on your business’ new appointment, excellent sales figures or a piece of thought leadership, there are many ways you can make your content work as hard as it can for you, rather than the other way around.

So, how can you drive the message home across multiple platforms, without losing sight of what you’re trying to say? Is it possible to get your content to stand out against the ever-growing crowd?

Get to understand your audience

This is absolutely crucial – excuse the analogy here, but it’s like hunting in the woods at night, without even knowing if there’s anything to hunt. Take the time to review your social media channels – even at a basic level, a number of platforms will give you insights for free.

Once you’ve understood the basics – such as demographics, different times they’re online, where they live – you can start to create content that really speaks to them.

You can then begin to develop them into segments, such as the stay-at-home parents, millennials or other brands who might be looking at what you’re doing.

There’s going to be an element of trial and error in dividing your audience up, but that’s perfectly normal. Make sure that you’re reviewing when you received peak traffic to your website, or what social posts got the highest amount of engagement, as that’ll give you some insight into what makes them engage with you. Which leads me onto…

Think about what they want

Someone’s clearly coming to you for your insight, but don’t assume that they know the ins and outs of your business. However, don’t think that they know nothing either. Make sure it’s easy to digest, whether that’s through short sentences or avoiding jargon. Remember that what might be perfectly acceptable on LinkedIn can’t always be as succinctly conveyed in a Tweet, so think about how you’re speaking on different platforms.

How will it benefit them?

One of the great things about digital communications is the ability to deliver a message to your audience with a call to action – something that you might not be able to weave into a traditional press release. Say you’ve done some research – think about what the top line messages might be, and if you can sum it up in 140 characters or fewer then you’re onto a winner. Even better – ask your audience to check out the rest of it! Include links to the research (these no longer count in your 140 characters either, so that’s a bonus!) and see how many people click through to it. If you get loads, then share more of the top line messages from your research!

Finally, can they read it?

It might sound like a strange thing to recommend, but a huge number of lost page views, downloads and sign-ups can be put down to a bad user experience. If you’re sharing an image, make sure that it adheres to the recommended social media guidelines. These can change several times a year, so you need to keep on top of this. Broken links – where the URL doesn’t carry over to the webpage you’re trying to promote – can seriously damage your audience’s faith in what you’re saying or selling.

It’s an often-quoted statistic that companies who engage properly with content marketing on social media can generate three times more leads than those who don’t, so it’s clearly a marketing practice that’s here to stay and one that you need to keep on top of.

By reviewing where you might be losing leads, you’re sure to retain and continue to engage your audience, whether you’re selling to the masses or have a niche within a niche.

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