The Harbinger Group

5 Steps to Boost Your Brand’s Online Presence and Attract Your Target Audience

As a marketing professional navigating the highly competitive digital landscape, you face the challenge of making your brand stand out while captivating your target audience. At the same time, countless competitors are also fighting for their attention. How can you rise above the noise and establish your brand as a trusted, authoritative voice in your industry? The key lies in the power of content marketing – a strategic approach that, when executed effectively, can transform your brand from just another voice in the crowd to a valuable resource that your target audience can’t help but engage with. 

To get started with your content marketing strategy, follow these five steps:

1. Setting clear goals

Before you dive into content creation, it is important to lay the groundwork for success. This starts with developing a strategy that aligns with your business objectives. 

To get started, determine your organization’s business goals, then ask, “How can I align my content to support them?” For example:

Business goal: Increase your agency’s number of clients.

Content marketing strategy: Create case studies, blog posts, social media posts, and advertisements that promote your agency’s services by highlighting client success stories.

This strategy would support our business goal because:

      •  It showcases our agency’s expertise and success through real-life examples—overall building trust and credibility with potential clients.

        •  It demonstrates our agency’s value to clients, making it more attractive to prospects looking for similar results.

          •  It increases our agency’s visibility and reach through various content formats and distribution channels, exposing your services to a wider audience of potential clients.

        Once you understand your goal and what you hope to achieve through your content, you can start creating content.

         

        2. Understanding your target audience

        It’s important to identify your target audience when creating content and messaging. You should aim to understand whether they are promoting a service, product, or initiative. Building a relationship with your audience is crucial to sparking connection and engagement through your messaging.

        When your audience likes and comments on your social media content, it means you’ve inspired them to take action based on the message you published. This is how you can increase brand loyalty and receive valuable feedback (either good or bad) from your audience. Maybe they share what they like, or you learn what they aren’t interested in. Audience relationships teach you what works and give you new ideas for what you should be publishing.

        You can determine who your target audience is and what they are interested in by answering the following questions:

            • Who are you trying to reach with your messaging? 

              • How are you going to reach that specific audience?

                • What does my audience already know about this topic? How can I provide them with information they may not know?

                  • How can I catch my audience’s attention?

                    • What makes my audience want to take action? What problems or needs does my service, product, or initiative address?

                   

                  3. Creating high-quality, valuable content

                  After determining who you want to target, the next step is to create content your audience will be interested in interacting with – whether that’s reading your blog, liking and sharing your post, or reaching out to learn more about your services. There are a few ways you can make your content engaging:

                  • Determine the Content-type: There is a variety of ways you can provide your audience with content:
                      • Blog posts often live on a website and can be informative, entertaining, and educational. Blogs can also establish an organization or person as a thought leader within their industry.
                      • Videos can be utilized for tutorials and storytelling. This form of content is often visually appealing and easily digestible.
                      • Infographics are visual presentations of data or information. Knowledge shared in this format is often considered shareable and comprehensible.
                      • Podcasts are audio content that allows for in-depth discussions. They often include guests for interviews and are easily accessible for listeners on the go.  Here is an example of a podcast.
                      • Social media posts are short-form content or messages published on social media platforms. You can use social media posts to promote a blog post, podcast, Ebook, or even just a thought. Posts usually include a visual asset, such as a graphic or image.
                      • Ebooks are comprehensive guides that can be downloaded online. They deliver a variety of information in chapter form, similar to a traditional paper book. Here is an Example.
                      • Sending emails is a tactic used by professionals to keep their subscribers up to date with the latest information on an initiative, product, or service. For more information on email marketing download our email marketing fact sheet.
                      • Newsletters are utilized to provide subscribed users with news updates, and content. They can also include promotional messaging and calls to action. 
                      • Interactive content can be created in a number of different ways, including polls, surveys, asking questions within social media copy and encouraging users to comment their thoughts below, videos that allow users to make choices, and E-Books that include clickable elements. 

                    • Clear messaging and digestible content: Providing clear messages and digestible content goes back to understanding your audience, it’s necessary to know their background, knowledge level, and preferences. In order to get your point across, implement the following:
                      • Use simple language, avoid jargon and complex vocabulary
                      • Keep sentences and paragraphs concise. You can even use bullet points to break up your content and make it scannable. 
                      • Organize your content with headings and subheadings
                      • Provide real-world examples to explain complex concepts
                      • Ask a colleague to proofread your work to ensure it’s clear and concise. 

                    • Be thoughtful with what you share: Be selective with your content and aim for diversity. Not everything needs to be shared on your social media channels or your website. Before posting, ask yourself, “Would my audience care about this?” Sharing every new update and piece of news can lead to your feed feeling oversaturated and users disengaged.

                      To keep your audience interested, vary the types of content you share. Your social media feed should feature a mix of content formats and images to break up the content.

                      This brings us to the point of quality over quantity. Your organization should focus on sharing content that aligns with your brand, resonates with your target audience, and provides value. By being strategic and diverse in your content-sharing approach, you’ll keep your followers engaged and eager to see what you’ll share next.

                    • Brand Voice
                      Your content should include your brand’s personality. It’s important to consistently use this voice throughout your content—your website, social media, blogs, and so forth. Our team recommends completing Semrush’s exercise to help determine your organization’s brand voice.
                    • Research
                      Understand the content you are creating, know any best practices you should be following, and what you should include to make an impact on your audience. We recommend starting your research by answering the following:

                      • How long should my content be?

                      • What are the questions my target audience is wondering?

                      • What are sources and statistics I can use to back up my thoughts?

                      • How can I further educate myself on this topic to be able to provide my audience with the best advice and knowledge? 

                   

                  4.  Promoting content through appropriate channels

                  You want your messages to resonate with your target audience and bring value to the conversation that you’re trying to start online. Whether it’s on LinkedIn, Facebook, or even through blogs on your website, you want to promote your messaging through the channels that will make the greatest impact on your audience.

                  Content achieves results differently on each platform, so it’s crucial to strategically choose the best place to start your conversation. There is a time and a place for everything, and what works well on one platform may not be suitable for another.

                  When promoting content, consider the platform’s audience and features. For example, content that performs well on LinkedIn may not resonate with users on Facebook. It’s essential to be strategic and thoughtful when pushing out messages on specific platforms.

                  Before sharing content, ask yourself:

                    • Is my target audience active on this platform?

                    •  Does the platform’s features and format showcase my content effectively?

                    •  Is the tone and style of my content appropriate for this platform?

                  For instance, a TikTok-style video or Instagram Reel may perform well on those platforms but might not be the best fit for LinkedIn, which has a more professional tone.

                  It’s also important to learn and keep up with the algorithms, as they are ever-changing. You want your messages to resonate with your target audience and bring value to the conversation that you’re trying to start online.

                  In addition to choosing the right platform, the day of the week and the time you post your content can significantly impact its performance. It’s crucial to conduct research to determine the optimal posting schedule for each platform. For example, according to Sprout Social, the best day and time to post on Linkedin is on Tuesdays from 10 AM to 11 AM. 

                  To ensure your content achieves the desired results, take the time to understand each platform’s unique characteristics and tailor your content accordingly. By being strategic and considering your target audience, you’ll maximize the impact of your content and effectively reach your goals.

                   

                  5. Measure, Analyze, and Optimize:

                  Setting measurable goals is crucial for evaluating the performance of your content. By establishing clear metrics, you can gather data that provides valuable insights into the effectiveness of your messaging and present these findings to your clients. This data-driven approach allows you to make informed decisions and continually optimize your content strategy.

                  When analyzing your content’s performance, consider the following steps:

                    • Measure
                        • Define key performance indicators (KPIs) that align with your content marketing goals.

                        •  Track metrics such as engagement rates, click-through rates, conversions, or website traffic to measure the success of your content.

                        •  Use analytics tools to gather and consolidate data from various platforms.

                    • Analyze
                        • Examine the data collected to identify patterns, trends, and areas for improvement.

                        •  Conduct a thorough analysis of your content’s performance across different platforms, formats, and audience segments.

                        •  Look for insights that can guide your content optimization efforts, such as identifying top-performing content types or underperforming channels.

                    • Optimize
                        • Based on your analysis, develop and implement optimization strategies to enhance your content’s performance.

                        • Experiment with different content formats, topics, or distribution channels to find what resonates best with your target audience.

                        • Continuously refine your content strategy based on data-driven insights to maximize engagement, conversions, and overall content effectiveness.

                   

                  Remember, content marketing success is an iterative process. It requires ongoing measurement, analysis, and optimization to adapt to changing audience preferences and market dynamics. Don’t be discouraged if some content pieces don’t perform as expected; instead, use those insights to learn, adapt, and improve your strategy over time. To help you get started on your content marketing strategy, download our “5 Steps to Create an Effective Content Marketing Strategy” fact sheet.