Author: The Writers For Hire, Inc.

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These Tools Are Your Key to the Content Campaign Kingdom

Posted on by The Writers For Hire, Inc.

If content is king, then we’re all out here living in its worldwide kingdom—and some of us want a taste of that royal life. But the king’s moat is deep, and every day it overflows with the latest content. So how does your content get past the moat and join the king’s court?

No, you don’t need chainmail or a sword. But you do have the right idea: using tools to help make your content more enticing and stand out from the rest of the content in the moat. And we know just the tools that will get your content across the drawbridge and draw in more readers.

Visual Content Tools

Have you ever opened up a book that you’re interested in reading and seen a bunch of long paragraphs in tiny print? Yeah, text like that makes us grimace, too—and can even have us put the book right back on the shelf without a second thought.

The same goes for online content. Say, you’re presented with two blogs that have the exact same textual content.

One presents a huge wall of text, almost like an essay or report. The other breaks up the text with aesthetically appealing visual elements.

Which one are you drawn to? (No pun intended. Well, maybe a little intended.)

Graphic Design

Canva

Even if you have no previous design experience, you can easily create your own graphic designs with Canva. From icons, charts, photo enhancements, and collages, to text to image generation with AI, Canva can help you create eye-catching designs that will capture users’ attention.

Canva offers three different plans, including a free one! But if you find yourself really getting into this tool, Canva offers a Pro plan for $119.99 annually. You can learn more about their pricing options here.

Piktochart

Piktochart is similar to Canva, although Piktochart targets more professional, formal use cases. Thus, Piktochart is a great option for writers creating more business-centered or educational content campaigns.

Piktochart also offers a free plan! But if you want to bump up your subscription, you can get the Pro plan for an annual fee of $168. You can find more information about Piktochart’s pricing here.

Video Creation

Animoto

Animoto is a popular, easy-to-use platform for making high-quality videos with considerable customizable features. You can add your own watermark to videos, resize your videos, add music, and even upload your own fonts.

Animoto offers a free plan that allows users to create an unlimited amount of videos! You can get more features with their Basic plan for $180 a year. You can find out which plan best fits your needs by reviewing their pricing page.

Lumen5

Lumen5 is also a popular video tool, but it differs from Animoto in one key area: Not only can you create and edit videos, but Lumen5 also uses AI to transform text into video using relevant stock footage.

Although Lumen5 does offer a free plan, the features are significantly limited. The Basic plan costs $228 a year. You can review their plans here.

Free Images

Who doesn’t love free stuff? Using free images is an easy way to break up your content without too much effort.

Forget those goofy stock images. Tools like Unsplash and Pexels offer a massive range of beautiful photos that won’t cost you a penny. Just make sure that the images you use truly are copyright free.

Interactive Content Add-Ins

Just like kids who like to touch everything, we adults like to click on everything—especially interactive features. And since users love to interact, using these tools is a solid tactic for enticing and engaging with your readers.

Typeform

Typeform specializes in what you might expect: interactive forms.

You can use Typeform to create and add a quiz, survey, or even an order form right within your content. (And let’s be real, it’s hard to pass up an online quiz! Looking at you, Buzzfeed.)

Typeform offers a limited free plan, but you might find that the Basic plan for $300 per year suits you better.

You can learn more about their plans and pricing here.

Dot.vu

Dot.vu is similar to Typeform, but this platform offers a broader range of interactive add-ins. You can make interactive calculators, flipbooks, virtual tours, lookbooks, contests, and even games.

Dot.vu offers a free plan as well as four additional plan tiers. However, three of these tiers also include further subscription levels. We suggest reading more about the pricing options here due to the extensive array of plan options.

Storytelling, Writing, and Content Enhancement

All of the tools for writers we’ve mentioned thus far share a common goal: They offer different ways you can break up your content.

And while these tools can help you draw readers in with graphics, photos, videos, and interactive features, it’s your content itself that makes readers stay on the page—and, you know, read.

Witty

Have you ever stopped reading something because the language felt biased or non-inclusive? Writing like that gives us the ick, but sometimes we don’t even realize we’re using problematic language.

Witty is like the Grammarly of inclusive writing, highlighting biased language while offering an explanation and inclusive alternatives.

Although you’ll have limited functionality, Witty’s free plan is a great deal for writers. You can also upgrade your subscription with Witty’s Teams plan, which will cost you $178.80 a year. Find out more about Witty’s plans here.

Cliché Finder

A simple tool, Cliché Finder does exactly what its name implies: It finds cliches and overused language in your text.

In other words, Cliché Finder doesn’t offer alternatives.

It only highlights what you could improve or replace.

However, this tool does encourage you to think outside the box and use more creative language.

You know what they say, the best things in life are free—and Cliché Finder is completely free!

Easy-Peasy AI

If content is king, then AI is the court jester. Meaning, AI can definitely, you know, do stuff, but we don’t always get it. Fellow writers, there’s no need to fret that AI is going to usurp the king. Instead, you might as well try to use this jester for your enjoyment.

Metaphors aside, we aren’t suggesting you use AI to write your content entirely. But we aren’t saying you shouldn’t use AI, either.

We like using Easy-Peasy AI to enhance our content campaigns. Play around with features like the Content Idea Generator, Clickbait Title Generator, Brainstorming Tool, and Catchy Tagline to get inspired and the ideas flowing.

Easy-Peasy.AI offers four different plans, and the first one is free! If the free plan is too limited, you can get more functionality for $59.88 a year with the Basic plan. You can explore the pricing options more here.

Join the Royal Content Court With The Writers For Hire

Are you ready to jazz up your content with some courtly flair and entice more readers? These tools for writers can help you set your content campaigns apart from the rest and might just be your key to the king’s castle.

But if you’re nervously looking around for a knight in shining armor to help you get across the teeming moat of content and earn a seat in the king’s court, look no further. Our team at The Writers For Hire are all certified in moat-crossing!

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Okay, okay, we’re not certified sworders or moat-crossers, but we are an experienced team of professional writers. And we’re here to help you create content that will draw in your readers, drive traffic, and help boost your rankings.

Strategic Content Marketing: Distribution Methods for Maximum Reach

Posted on by The Writers For Hire, Inc.

The United States might not run under a monarchy, but that doesn’t mean we don’t have a king.

No, it’s not Bezos or Musk (don’t let them hear you say that, though). It’s content! In fact, with so much of our lives taking place online, we’re bombarded with more content in just one given day than if we spent a whole week perusing the stacks at the biggest library in the world: the Library of Congress.

Okay, okay, that may be a bit of an exaggeration. But, hey, think about how much time most of us spend online swiping through content. It certainly sounds like it could be true, right?

Even though we regularly consume copious amounts of content, it can be easy to mentally rebuff all of the efforts that went into getting the content material in front of users. Creating the content is only half the battle of strategic content marketing! The other half lies in effectively disseminating that content out into the world.

The question is: How do you go about disseminating your content?

This blog is your handy cheat sheet to some of the most prominent content distribution methods, including via websites and blogs, social media, email, paid advertising, and guest post spotlights.

But you know what they say: Time is money. So don’t bookmark this for later and don’t wait, because it’s time to learn how to disseminate! (Don’t worry, Dr. Seuss is now exiting the building.)

Methods for Content Distribution

Dissemination is all about strategically spreading your content across multiple channels to reach your target audience. But with so many options available, how do you know which ones to prioritize? The following are some of the most relevant and popular distribution methods and channels.

Image by C.B. in Canva

Website and Blog

If you’re like us, this is where your brain went first. That’s because your website is like your home base! Accordingly, we strongly encourage you to always post your content on your website and blog first.

In addition, it’s best practice to format your website so it’s easy for users to navigate, share, and subscribe to your posts.

Social Media Channels

Social media offers especially advantageous opportunities for content dissemination, as you can strategically tailor your content to various platforms and target audiences. To make it even easier for you, you can utilize a content marketing platform to streamline the posting process. Posting your content on popular platforms like Facebook, X (formerly Twitter), LinkedIn, Instagram, and Threads provides avenues for your content to reach as many users as possible.

Emails

While this method might seem a little old-school (although not nearly as old-school as snail mail), there’s a reason it’s on the list: People still use their email accounts every day!

That being said, you just can’t underestimate the power of a well-crafted email. Who hasn’t been lured in by a compelling subject line?

Who hasn’t made an impulse purchase because of a coupon that showed up in their inbox?

It’s no surprise that email remains a powerful tool for content dissemination, and we encourage you to take advantage of it!

Start building an email list of interested subscribers and send out regularly scheduled newsletters that feature your latest content.

Paid Advertising

Although paid advertising requires a financial investment, there’s no denying its benefits.

For one thing, you can use paid ads to promote your content through various channels like Google Ads, social media ads, or even sponsored content placements. But perhaps an even more noteworthy benefit is that paid ads can target specific audience demographics.

Ultimately, paid advertising presents a great method to quickly gain traction for your content.

Guest Posts

At the outset, it’s important to recognize that this example of content marketing and distribution will most likely be the most challenging one on the list.

Securing a guest post requires focused, persistent effort from start to finish. You’ll need to seek out other blogs and content creators that align with or complement your own content, and then determine, subsequently, if your prospects are open to collaborating with you and what’s required to do so.

Admittedly, this method can take some time—there are many different factors at play that you need to keep in mind.

That being said, securing a guest post is worth celebrating! Not only will this help increase your content’s reach with new users, but it will also help your content’s authority. Furthermore, if your post includes a backlink to your website, it will help drive more traffic and raise your search engine ranking.

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Content Dissemination: It’s Like Watering a Garden

Every content creator dreams of their work being discovered and going viral, right? So which content dissemination method holds the magic key?

Unfortunately, there is no ultimate distribution method that rises well above all the others. It’s true that some methods might be a stronger choice than others, but this will undoubtedly vary from one content campaign to another.

The best option largely depends on factors like your target audience, campaign objectives, budget limitations, content type, and so forth.

Nevertheless, the best content dissemination strategies involve a multi-channel approach.

Think about it: The chances of your content going viral aren’t very high if you only use one method to distribute it.

That’s why we like to think of disseminating content like watering a garden. Would you water just the flowers in your garden and leave the veggies? Of course not! You would spread the water around the whole garden to promote growth and a bountiful harvest.

The same goes for content dissemination. You can boost the visibility of your content considerably by distributing it far and wide.

Distribute your content like a pro.

With these content marketing tips in hand, it’s clear that the road of content dissemination doesn’t lead down a one-way street. Rather, it’s a path that branches and leads to several different destinations.

But getting to all those destinations takes dedicated time and effort, two things many businesses don’t have extra to spare. Fortunately, a reputable content writing agency can take on tasks like these so you can focus on other parts of your business.

An experienced writing team will help you identify the best distribution methods for your content campaign and make sure your content is posted everywhere it should be. With their help, your content will land in front of as many users as possible.

The Abilities and Limitations of AI in Content Creation

Posted on by The Writers For Hire, Inc.

Artificial intelligence (AI) has garnered a significant amount of public attention in recent times. Believe it or not, though, it’s not exactly a new thing. AI has been around for some time, although its use has only recently started catching on in mainstream, public applications.

Before tools such as ChatGPT emerged on the horizon, AI had been limited to specific uses within computing, data science, or programming. Nowadays, it seems there is nothing that AI cannot tackle.

But for all of its uses, AI also has its share of limitations. That is why understanding AI’s abilities and limitations, specifically within content creation, is a must.

The Use of Artificial Intelligence in Content Creation

The use of AI for creating content has been a topic of great discussion and debate.

On the one hand, supporters encourage the possibility of automated tools in content creation and generation, particularly marketing copy. This situation has led numerous companies to offer automated tools that can generate marketing text, product descriptions, or advertisements in mere seconds. These tools can reduce the time needed to generate marketing materials, saving cost and effort along the way.

However, detractors of AI content creation feel that utilizing automated tools to create content marketing pushes the boundaries of ethical practices. Critics state that AI content creation is misleading and often deceptive. In the best of cases, AI created content does not offer the best possible user experience that comes with great content marketing as created and generated by humans.

This debate is complex, making it difficult to adjudicate a winner.

The fact is that AI created content has its pros and cons.

Therefore, taking sides requires a deeper examination of the upside and downside of AI content creation in order to determine whether implementing AI in content marketing is worthwhile.

It should be noted that content writers may find AI quite useful in some circumstances.

Nevertheless, content writers and writing agencies must be aware that AI has considerable limitations.

Understanding these conditions can help content creators and writing agencies harness the power of AI without compromising the quality of their work and the user experience it generates.

The Abilities of Artificial Intelligence in Content Creation

When looking at what AI can accomplish, the following points underscore the power that AI can unleash within a content marketing context. This power can become a powerful means of saving time, effort, and cost, especially for smaller writing agencies or individual content creators.

Large-Scale AI Content Creation

The biggest issue surrounding the AI debate is AI created content.

Indeed, AI can produce large volumes of text in seconds or minutes. This feature is highly encouraging since it can save content writers significant amounts of time, allowing for faster turnaround times.

Consequently, content writers and writing agencies cannot ignore this remarkable upside. Reductions in production times mean that brands can get their products out to consumers faster, allowing them to recuperate costs and investments sooner.

Content Editing and Proofreading

AI provides powerful tools to aid content writers in content editing and proofreading.

AI-powered editing tools can scour large amounts of text to uncover mistakes, styling issues, and other language matters quickly and effectively. This feature allows content creators to whittle down the time needed to churn out highly polished content marketing materials.

Content Personalization

AI tools facilitate content personalization. For instance, AI algorithms can detect popular keywords and phrases that content writers can then incorporate into great content marketing.

This function allows writing agencies to produce material that’s relevant to a certain customer segment, giving brands an opportunity to reach their target market more effectively.

Data Analytics and Audience Insights

One of AI’s key features is data on audience insights and analytics. These data allow content writers to monitor the effectiveness of their marketing content.

As a result, content writers and writing agencies can tailor their content to suit specific customer needs and expectations.

Automated Social Media Posting

Social media marketing demands a consistent presence. This constant presence can become burdensome to human content writers as posting frequent content requires considerable time and attention.

Additionally, brands must invest in hiring multiple social media content creators.

AI can reduce many of these limitations by automating social media posting.

Human content writers can set up parameters so that AI tackles frequent content marketing posts.

Image and Video Optimization

AI has proven to become an ally in optimizing image and video materials by automating their metadata, tagging, and categorization.

In fact, AI has shown to be quite adept at inserting relevant keywords, leading to improved organization and discoverability of visual content.

SEO Optimization

The lifeline of great content marketing is Search Engine Optimization (SEO).

AI provides robust SEO capabilities through the identification of relevant keywords, allowing content writers and writing agencies to review, edit, and optimize content to boost its searchability and search engine rankings.

Localization Services

A key feature of great content marketing is localization. Localization involves gearing content to specific geographical regions. In this regard, translation becomes a common barrier content writers must overcome.

AI has been shown to be quite effective in translating large volumes of text in minutes, helping writing agencies break through obstacles in localized content creation.

Predictive Analytics

Great content marketing strives to be one step ahead of the curve. Thus, utilizing AI predictive tools in content marketing allows content creators to visualize what trends may affect their target audience.

Predictive analysis helps writing agencies with their editorial calendars, focusing on topics and areas their target audience wants to see. In turn, predictive analysis can also become a potent force in adjusting branding strategies amid shifting customer needs and wants.

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Content Monetization Strategies

One of the key goals of great content marketing is monetization. Monetization can occur when content such as blogs generates income: ads running within it or as sponsored posts, for example.

However, content monetization goes beyond merely getting paid for clicks. Content monetization strategies enable content writers to craft influential material based on audience behavior and opportunity identification, leading to sales and subscriptions, among other types of income generation.

On the whole, AI tools offer a number of key benefits that are hard to overlook. Content writers and writing agencies cannot pass up the chance to harness AI’s robust functions, especially when it comes to saving time, effort, and cost.

But like anything in life, AI has a downside. Therefore, understanding this downside requires deeper examination.

The Limitations of Artificial Intelligence in Content Creation

As great as AI can be in assisting writers in creating content, the reality is that it does have its limitations. As such, content writers and writing agencies must be aware of what AI cannot do, in spite of the remarkable things it can produce.

Here are 10 of the top thing things that AI cannot do (but humans can!):

1. Generate Original Content

The most evident limitation of AI is original creative content. At this stage in its development, AI cannot produce original content marketing materials.

AI is trained on algorithms and models that mimic existing content. As a result, AI created content tends to be generic, lacking the key features that make human-generated content unique.

2. Understand Cultural Context

AI-based language models lack the knowledge that comes with cultural understanding and sensitivity.

This lack of context may alienate certain users, leading content to miss reaching its intended audience.

This reason explains why AI content creation requires human intervention to ensure it meets the criteria needed to reach its intended audiences while avoiding cultural insensitivity.

3. Make Complex Editorial Decisions

AI is incapable of decision-making. For instance, AI tools cannot decide the right time for materials to be published or which content marketing pieces are most suitable based on literary merit, subjective criteria, or social relevance.

While AI may provide useful insights to aid decision-making processes, AI cannot replace human decision-making capabilities.

4. Tell Stories Intuitively

Given the fact that AI created content tends to be generic, its narratives lack the depth and connection that come from a compelling narrative that captures the essence of human experience and emotion.

This lack of depth may turn off users, given its blandness. And connecting with users is crucial in great content marketing, as users seek to find genuine emotions that go beyond mere lists of product features or information dumps.

5. Replace Investigative Journalism

At its core, AI does what it is told. This situation means that AI lacks the inquisitive nature of the human mind. Thus, AI cannot replace the nuanced investigative skills of human journalists and content writers as it cannot research data, conduct interviews, and manage ethical considerations in content generation.

While AI can produce vast amounts of content, it cannot discern what is relevant and what is not. It is still up to humans to determine if AI created content is relevant and useful for their specific purposes.

Unfortunately, AI content creation tends to be useless and irrelevant for investigative endeavors.

6. Understand Satire and Irony

AI can attempt to replicate unique human traits like irony and satire. However, it cannot intuitively incorporate such nuanced features of human communication.

Any sort of writing that relies upon interpreting cultural context and human experience is currently beyond AI’s scope.

While AI can reproduce existing content implementing this sort of tone and style, it cannot produce unique material interpreting the various contextual clues involved in the conversation.

Try as it might, AI is seemingly a long way away from being able to take inputs and use experience and interpretation to mold its responses.

7. Engage Emotionally

Like satire and irony, AI cannot incorporate emotional elements into its text. The explanation for this situation is simple: AI is not human and, therefore, does not have emotions.

AI also lacks the human experience that is essential in producing gripping works loaded with the emotional overtones needed to connect with readers at a personal level.

Think of an autobiography that captures the author’s thoughts and feelings throughout the most difficult parts of their lives. This effect is something that AI cannot replicate despite the most sophisticated language models.

8. Imitate Human Judgement in Ethical Dilemmas

Another core human characteristic is judgment. Human beings develop judgment skills as they hone their understanding of the world around them.

While AI can receive inputs feeding decision-making algorithms, the fact is that AI cannot hope to imitate human judgment, particularly in ethical dilemmas.

This situation means that AI is unable to explore ethical or moral issues with any sort of depth that a human being could.

9. Build Relationships

Great authors build relationships with their readers. Authors connect with readers to the point where readers see themselves as authors and vice-versa.

The question then becomes: Does AI have the sensitivity to build these relationships with readers?

Frankly, no.

AI does not have the sense to understand what might be going through a reader’s mind in order to produce material that resonates with them at a deeper level.

Perhaps sentient AI may one day be able to pull off something like that, but it's not quite there.

10. Produce Subjective Criticism

AI lacks any sort of subjective criticism as it is unable to formulate its own opinions on any topic.

AI models and algorithms are fed inputs and produce outcomes based on such inputs. This formulaic approach is efficient, but it cannot discern anything based on its own opinion.

Even when AI may be capable of processing millions of data points, it only produces an opinion based on an algorithm, not an informed opinion. When AI produces an “opinion,” it is nothing more than a reflection of the viewpoints expressed by AI’s programmers and builders.

A Final Thought

AI is one of the most powerful tools humankind has ever created. It can save a great deal of time and effort, especially in processing large volumes of data. As such, AI can help content writers and writing agencies reduce turnaround times, particularly with tasks such as proofreading and editing.

But when it comes to AI’s generative functions, AI is still light years away from mimicking anything close to human intuition and sensitivity.

While AI may be able to spit out voluminous information dumps, the writing style, content, and prose typically sound dry and generic.

Consequently, AI cannot replace the skills brought to the table by a competent human writer. Perhaps a sentient version of AI may be able to resemble human intuition. Nevertheless, this notion is nothing more than science fiction at this point.

Great content marketing continues to be the exclusive domain of human content writers.

How to Use AI to Power Up Your Marketing Communication Strategy

Posted on by The Writers For Hire, Inc.

In today’s ever-evolving digital landscape, executing an effective marketing communication strategy calls for more than crafting catchy messages and choosing the right platforms.

Luckily, with the development of Artificial Intelligence (AI), businesses have access to a remarkable tool that can take their communication game to the next level.

Read on as we explore how AI can help you execute a flawless communication strategy with the use of a few very effective programs using this technology.

Why You Need an Effective Communication Strategy

A communication strategy is an integral part of any marketing plan. “Without a communication strategy, you’re shooting from the hip and hoping for the best,” says Chrisna Basson-Wessels, a Brand and Communication Strategist with more than a decade’s experience in the field. “An effective communication strategy links to the business strategy and clearly articulates the different paths from objectives to channels to key messages and KIPs.”

It all boils down to better results, as a robust communication strategy can help you build stronger brand awareness, better engagement with your audience, and customer loyalty. What’s not to like about that?

A Quick Recap: What Is AI again?

It is rather unlikely that you haven’t heard about AI, but just in case, let’s take a quick look at what it is and what it offers us.

AI has been around for some time, but it was with the launch of OpenAI’s ChatGPT that it became a household topic.

Basson-Wessels notes: “If you look beyond the hype to a more realistic view, AI can be very useful and pragmatic.” Using Natural Language Processing (NLP), ChatGPT and programs like it can be more effectively utilized by simply inputting a prompt.

However, getting the right response takes some finesse and requires a bit of know-how and experience.

How To Use AI in Your Content Marketing

Programs such as ChatGPT are extremely powerful, and their usefulness extends beyond solving white-page syndrome or simply answering questions.

AI can take tedious content marketing tasks and complete them in record time through what is known as Intelligent Automation (IA). It is through IA that most of the usefulness of AI for marketers can be unlocked.

A marketing communication strategy is an essential part of content marketing and comprises four essential things: Key Messaging, Audience, Dissemination, and Schedule.

Let’s take a closer look at how AI (and IA by default) can be of service to developing each.

1.    Key Messaging

Basson-Wessels states:

“A ‘key message’ is the crux of what you need to relay to your audience. It helps to link a specific message to a specific objective in the communication strategy process. For example, for your brand-building objective, you should have a key message pushing your unique selling proposition (USP), and for your sales-driving objective, you should have a key message pushing your special offer. But importantly, you must not push all key messages at every point of contact.”

In other words, knowing what information to give your customer during each phase of their journey is crucial to obtaining the desired behaviors and outcomes.

For marketers, AI is especially useful for analyzing customer sentiment, personalizing content, optimizing headlines, and checking that your company message and brand voice are consistent across platforms and throughout content.

Using AI, users can input the company’s Brand Voice and have the program check whether existing content aligns with it. These are only a few of the possible uses of AI-powered programs.

2.    Audience

Knowing your audience is as essential to your company’s success as having a clear vision and strong leadership.

Who are the people that are buying your product or using your service? What do they like? Where do they hang out? What other products or services do they use?

Using AI, marketers can answer all these questions by analyzing vast amounts of data to create a clear audience profile.

A worthwhile feature of AI that marketers can use is the ability to listen in on the language their audience is using so that they can adapt their message to their audience’s interests. This is just another way AI can build a better picture of the people you might be trying to reach.

3.    Dissemination

There are a seemingly unlimited number of online platforms with which users engage and through which they consume content. However, knowing who your audience is makes it easier to understand where to publish content to attract their attention.

Basson-Wessels notes: “As our channel ecosystems expand, it’s an opportunity to engage with audiences in multiple ways. It adds layers to your brand identity and ultimately brand perception when you show up in different ways leveraging different channel formats.”

She warns, however, that “audiences have a very specific relationship with each channel, so it’s crucial not to simply replicate the content of one channel onto another.” Again, this is where AI can be of use. By analyzing user data and past trends and behaviors, AI algorithms can suggest the best type of content and which platforms and channels would get the best results.

In addition, when users engage with your brand through your website or social media, AI can curate content based on their preferences and past behaviors.

Another possibility is an AI-powered chatbot integrated into your site to answer questions, provide recommendations, and guide users to relevant content.

4.    Schedule

The right timing is crucial when it comes to publishing content and hitting your marketing goals.

For Basson-Wessels, creating a schedule “ensures that you have a holistic approach to your content, with different pillars or themes linked to different objectives, going live at the right time.”

AI algorithms can identify the optimal times at which content needs to be published to specific channels to be best perceived by your audience.

Then, IA adds to the effectiveness of your campaign by allowing you to schedule the automatic publication of certain posts or have specific content delivered to audiences when triggered by a particular behavior.

The result is content that gets delivered at the right time and in the right place.

A Few Useful AI-Powered Programs

Search for “AI Marketing Programs” online, and you are sure to find a dozen. But deciding which are worthy of your time and effort can feel like an unnecessarily difficult task. That’s why we’ve rounded up a few popular programs that are sure to have something of use.

SemRush

SemRush is a robust software program that gives marketers massive opportunities to improve a brand’s online visibility. It helps with everything from making content to overseeing and evaluating it across various channels. It helps you increase your SEO with on-page analysis, keyword search, and much more. The platform is robust and has a free trial to get you started.

Useful for: Key Messaging

Grammarly

We’ve written about Grammarly before, and that’s because it is just such a handy tool to have. At the bare minimum, it’s a spell-checker that can be installed to check your writing across your social channels, making sure no mistakes slip through. But at its most useful, it is a tool that uses AI and NLP to create written content for you or offer suggestions on improving your work while considering your brand voice and aims.

Useful for: Key Messaging

Google Analytics

Having a website means there is no reason not to have Google Analytics. The program gives you vast amounts of data and insights into how users use your website and whether you are achieving your goals. What’s great is that you get insights into who uses your site at the click of a button— checking out where they were before coming to your site and how long they stayed on it. Google Analytics uses AI to generate these insights; the best part is that it is free!

Useful for: Audience

SalesForce

At its core, SalesForce is a technology that helps connect companies with their customers. Like most other programs mentioned here, it is pretty powerful, and even knowing where to begin using it can feel intimidating as there are so many possibilities. SalesForce uses predictive and generative AI across the platform to allow its users to create personalized sales emails, customer service experiences, and even product descriptions, among others.

Useful for: Audience

Hootsuite

Having a brand presence across a wide array of social media channels can feel overwhelming, especially as you need to keep track of what’s happening on each one. Enter: Hootsuite. The program lets you import all your profiles into one inbox and reply to comments and messages across platforms. Not only that, but you can be alerted when someone mentions your brand or there are conversations happening about it. And, of course, its AI writer is there to help write first drafts, come up with content ideas, write captions, and choose the best hashtags for your posts—all in one place.

Useful for: Dissemination and Schedules

Buffer

Buffer is a handy program that allows you to distribute content across various channels with scheduled publishing at recommended times for optimum engagement and awareness. Moreover, the Buffer AI Assistant can generate content ideas for you and repurpose existing content repeatedly. At the same time, its IA counterpart creates automated reports to showcase your work and identify your success.

Useful for: Dissemination and Schedules

Conclusion

Harnessing the power of AI is not merely a trend but a necessity for modern marketing communication strategies. As we’ve explored, the power of AI is easily accessible through many tools and programs that can significantly enhance every aspect of your communication strategy.

The Impact of AI-Generated Content on SEO Rankings

Posted on by The Writers For Hire, Inc.

Artificial intelligence (AI) has become an increasingly significant tool in content marketing due to the speed and ease with which it enables content creators to generate content.

However, a crucial concern among content marketing agencies and brand managers is the impact of AI-generated content on search engine optimization (SEO). 

On the whole, search engines such as Google value content quality above other criteria. Therefore, it makes sense for a content writing company to question the validity of AI-created content within the framework of a content marketing campaign.

So, the question becomes: “How can companies utilize AI-created content while ensuring that it does not negatively impact SEO rankings?”

Read on as we answer this question and explore ways in which AI-generated materials can become part of your best practices in content marketing.

Effects of AI-Generated Content on SEO

The aim of SEO is to rank a website as high as possible among search results to boost a brand’s visibility among target users.

Brands frequently must fight to distinguish themselves from competitors, particularly in crowded industries and markets.

As such, brands have a legitimate concern regarding the potential impact that AI content may have on their website’s SEO rankings.

This concern warrants further discussion, honing in on these five points:

1. Algorithm Updates

Google—along with other search engines such as Bing—regularly updates its search algorithms to improve the quality of search results. These updates often integrate AI and machine learning components to better understand user intent, context, and content relevance.

For instance, Google’s RankBrain, a machine learning algorithm, helps process search queries to deliver more accurate results, especially for ambiguous or novel queries.

Thus, a content writing company must consider the latest available information before contemplating using AI content within a content marketing campaign. These guidelines ensure that the content used meets quality criteria, boosting its SEO ranking.

2. Content Quality and Relevance

AI-powered algorithms assess web content quality and relevance based on factors such as keyword relevance, user engagement metrics (like click-through rates and dwell time), content freshness, and backlink profiles. Content that aligns well with user intent and provides valuable information is more likely to rank higher in search results.

When crafting a content SEO strategy, brands must ensure the content produced meets high-quality standards, particularly avoiding non-sensical text or phrasing and maintaining content free of duplicate information.

It is worth pointing out that search engines heavily punish duplicate content. This reason underscores the need for fresh and original material at all times.

3. Natural Language Processing (NLP)

Search engines such as Google employ NLP techniques to understand and interpret the semantics of search queries and web content. This function enables the search engine to match queries with relevant content, even if the wording is not an exact match.

NLP also helps search engines better understand user intent behind long-tail keywords and conversational search queries.

This point is crucial as AI-generated content does not always contain relevant material. Therefore, one of the best practices in content marketing is to ensure that the material contains relevant information, ensuring it is free of unrelated text.

4. Personalization

AI algorithms personalize search results based on users’ search history, location, device type, and other contextual factors. This personalization tailors search results to individual preferences, improving user experience but also making it challenging to predict exactly how a specific webpage will rank for different users.

Consequently, savvy brands employ content writing companies with the know-how needed to rank web pages high on search engines. This knowledge is not something that AI is trained to do. While AI may generate reasonably coherent text, it is far from guaranteed that such text will have any sort of SEO relevance.

5. User Experience Signals

When ranking search results, AI algorithms consider user experience signals like mobile-friendliness, page loading speed, and overall website usability. Websites that provide a better user experience are more likely to rank higher, as Google aims to prioritize sites that offer a seamless experience across devices and platforms.

It is worth mentioning that great examples of content marketing value user experience over all other aspects. For instance, search engines rank websites with fast loading times and relevant content much higher than those that utilize unethical practices such as keyword stuffing.

Therefore, experienced content marketing agencies know that emphasizing quality over quantity delivers the best SEO impact.

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SEO Content Impacts on SEO Ranking

Predicting what sort of impact AI content has on SEO rankings largely depends on the material itself. It’s worth remembering that search engines value quality above everything else. Their focus is primarily based on the relevance of content with regard to the semantics of queries. This point highlights why keywords play such a significant role in SEO ranking.

That being said, AI generated content does not necessarily influence SEO ranking one way or another. It is content quality that does.

This situation brings up a crucial point: Content—AI-generated or not—must respond to relevance, quality, and originality.

So, does AI-generated material hit the mark on all three points? The answer is a simple no. While broadly applicable, AI material does not automatically produce content capable of meeting expectations or quality guidelines.

So, the question begs: “Why use AI-produced content in the first place?”

If a brand genuinely seeks to position itself above competitors, AI content comes up painfully short.

The added expense in time and effort needed to rectify AI content does not justify its utilization.

A solid content SEO strategy must adhere to known best practices in content marketing.

These practices involve implementing a content SEO strategy focused on delivering the content audiences seek without cutting corners. As such, deploying AI content may become counterproductive, mainly if there is little to no human verification.

Given the amount of inaccurate information and incoherent gibberish produced by AI language models, relying on AI to produce audience-facing materials makes no sense.

However, one might ask: “Is there a place for AI-generated content?” The short answer is yes. There is room for AI-based content. However, this content must be taken with a grain of salt. Its overall quality and usefulness are debatable.

However, an argument could be made in favor of deploying AI content if human intervention ensures the content is up to par. If AI content is part of a content SEO strategy, content marketing agencies must ensure this content meets or exceeds the standards set for human-generated content. If AI content fails to meet the bar, it might be best to forego utilizing this content type altogether.

Spotting AI Search Results

With the prevalence of AI-generated content, users worry about differentiating between human and AI-produced content. As such, a typical question pertains to spotting the use of AI content in search results.

The fact of the matter is that search engine results, such as the results Google produces, do not explicitly state whether they are AI-generated or not. Therefore, it is relatively complex to determine if a website contains AI material.

With that in mind, there are some key considerations when it comes to AI content in search results:

  • Featured Snippets. These are concise answers displayed at the top of the search results page. They are often generated algorithmically and can be considered AI-driven.
  • Knowledge Graph. Google’s Knowledge Graph provides information directly in the search results, often in a panel on the right side of the page. This information is gathered from various sources and is algorithmically organized and presented.
  • Autocomplete Suggestions. When you start typing a search query, Google may provide autocomplete suggestions. These suggestions are based on common searches and are influenced by AI algorithms.
  • Semantic Understanding. Google’s algorithms have become increasingly sophisticated in understanding the context and intent behind search queries. This situation allows Google to provide more relevant results, even if the exact search terms are not present on a webpage.
  • Personalization. Google personalizes search results based on factors such as your search history, location, and previous interactions with search results. AI algorithms drive this personalization.

The previous points highlight the presence of AI-based tools in search results. While these tools technically produce AI material, they are not comparable to websites posting information made solely by AI. Therefore, it is up to users to rely on trusted sources to get credible information.

Differentiating AI-Based Content from Human-Produced Materials

Differentiating between AI-generated and human-generated content can sometimes be significantly challenging as AI technology advances. However, there are several key factors to consider when trying to tell the difference:

  • Quality and Coherence. Human-generated content often exhibits a higher level of coherence, logical flow, and overall quality compared to AI-generated content. Human writers can inject nuances, emotions, and personal experiences into their writing, resulting in more engaging and authentic content.
  • Creativity and Originality. While AI can produce content based on existing patterns and data, it often lacks the ability to generate truly original ideas or creatively solve problems in the same way humans can. Human-generated content tends to be more innovative, imaginative, and unique.
  • Contextual Understanding. Humans possess a deeper understanding of context, cultural nuances, and social dynamics, which they can incorporate into their content-creation process. AI may struggle to grasp the subtleties of context and produce content that feels out of place or irrelevant in certain situations.
  • Emotional Intelligence. Humans can infuse their writing with emotions, empathy, and sensitivity, which resonates with readers on a deeper level. AI-generated content may lack this emotional intelligence, resulting in sterile or impersonal writing.
  • Errors and Inconsistencies. While both humans and AI can make mistakes, AI-generated content may exhibit specific systematic errors or inconsistencies that betray its non-human origin. These errors can range from grammatical mistakes to factual inaccuracies or logical inconsistencies.
  • Purpose and Intent. Understanding the underlying purpose and intent behind the content can also provide clues about its origin. Human-generated content often reflects personal perspectives, opinions, and biases. In contrast, AI-generated content may prioritize optimization metrics or follow predefined algorithms.
  • Complexity and Depth. Human-generated content tends to demonstrate higher complexity, depth, and critical thinking than AI-generated content. Humans can engage in abstract reasoning, explore nuanced arguments, and tackle multifaceted topics in ways that AI currently struggles to replicate.

Ultimately, implementing human-generated materials within a content SEO strategy is crucial to its effectiveness. Content marketing agencies employing human-powered content remain more relevant than ever. After all, users crave authenticity that only the human brain can deliver.

A Final Thought

When thinking about great examples of content marketing, emotional connections come to mind.

These connections emerge as human content producers inject their feelings, thoughts, and experiences into the material they produce.

These singular insights go beyond the best AI language models.

While someday AI may be able to replicate some human subtleties, it seems unlikely that AI could ever replace the magnificence of the human experience.

Thus, savvy brands and content producers understand the value of human-powered content even as AI-powered tools gain a consistent foothold.

Top Tools for Harnessing AI for Your Content

Posted on by The Writers For Hire, Inc.

With all the hype surrounding artificial intelligence (AI), it is only natural that AI would make its way into the content creation domain. Indeed, writers, editors, and publishers have embraced AI. The singular capabilities that AI offers allow content creators to streamline their processes.

But let’s be clear about something: AI is not intended to replace human intervention. Far from it! Instead, AI aims to augment human capacities, allowing content creators to save time, improve content, and enhance creativity.

The question then becomes: “How can we leverage AI’s capabilities?”

AI Writing Tools

AI writing tools are software applications that leverage AI algorithms to assist writers in various aspects of the writing process. These tools are designed to enhance the quality, efficiency, and creativity of written content by offering a range of features and functionalities.

So, what do these tools have to offer? Let’s take a look.

Grammar and Spelling Correction

AI writing tools can detect and correct grammatical, punctuation, and spelling errors in written text.

Additionally, they can often provide real-time suggestions to help writers improve the accuracy and clarity of their writing.

Style and Tone Analysis

Some AI writing tools analyze the style and tone of written content, providing feedback on factors such as formality, readability, and voice consistency. This capability helps writers maintain a consistent tone throughout their text and adapt their style to suit their audience.

Language Enhancement

AI writing tools may offer suggestions for enhancing the language and vocabulary used in written content. They can recommend synonyms, antonyms, and alternative phrases to improve the richness and clarity of the text.

Readability Improvement

AI writing tools assess the readability of written content and offer suggestions for improving sentence structure, paragraph organization, and overall coherence. They can identify complex sentences, passive voice constructions, and other factors that may hinder comprehension.

Content Generation

Some advanced AI writing tools are capable of generating written content autonomously based on user input. They can create articles, blog posts, product descriptions, and other types of content using natural language generation (NLG) algorithms.

Plagiarism Detection

Many AI writing tools include plagiarism detection features to help writers ensure the originality of their content. These tools compare written text against a database of existing content to identify any instances of plagiarism or unoriginal material.

SEO Optimization

Some AI writing tools provide recommendations for optimizing written content for search engines (SEO). They can suggest relevant keywords, metadata, and formatting techniques to improve the visibility and ranking of online content.

Writing Analytics

AI writing tools such as word count, readability scores, and engagement metrics may offer insights and analytics on writing performance.

This data can help writers track their progress and identify areas for improvement.

The elephant in the room is generative AI tools.

In particular, the debate on utilizing generative AI to produce content has led to a clear polarization. Some view AI-generated content as legitimate as long as it's coherent. Others believe that AI-based content crosses a number of ethical lines.

So, who is right? The fact of the matter is that generative AI can be a helpful tool in assisting writers throughout the creative process.

However, using generative AI responsibly is crucial in ensuring that the content created meets or exceeds quality standards.

Pros and Cons of AI in the Writing Process

Utilizing artificial intelligence throughout the writing process comes with a set of advantages and drawbacks. As such, authors and content creators must consider these elements to avoid needless issues:

  • Efficiency. AI tools can help writers streamline their workflow by automating tasks such as grammar checking, proofreading, and generating suggestions for improving writing quality. This feature saves time and allows writers to focus more on creativity and content development.
  • Enhanced creativity. AI can generate prompts, suggest ideas, and even help writers overcome creative blocks by providing alternative perspectives or developing new concepts. This situation can lead to more innovative and engaging content.
  • Assistance with research. AI-powered tools can assist writers in conducting research by quickly gathering relevant information from various sources, summarizing key points, and providing insights to support their writing.
  • Language enhancement. AI can assist writers in improving their language skills by providing real-time feedback on grammar, style, tone, and vocabulary usage. This capability can help writers enhance the clarity and effectiveness of their writing.
  • Personalization. AI-driven writing tools can adapt to individual writing styles and preferences, providing personalized suggestions and recommendations tailored to each writer’s needs.
  • Dependence on technology. Relying too heavily on AI tools may lead to a decrease in critical thinking and writing skills. Writers may become overly dependent on automated suggestions and lose the ability to think creatively or critically evaluate their own work.
  • Quality concerns. While AI can help improve writing quality, it may not always produce the same level of quality as human writers. Automated tools may miss nuances, context, or cultural sensitivities that human writers can capture, leading to potentially subpar content.
  • Privacy and security risks. AI writing tools may require access to sensitive data such as personal writing samples or browsing history to provide personalized recommendations. Writers need to consider the privacy and security implications of sharing this information with AI systems.
  • Over-reliance on templates. Some AI writing tools may rely on predefined templates or formulas, leading to generic or formulaic writing that lacks originality and creativity. This situation can result in homogenized content that fails to stand out or resonate with audiences.
  • Ethical concerns. AI-generated content raises ethical questions about attribution, plagiarism, and intellectual property rights. Writers must ensure that they properly attribute AI-generated content and adhere to ethical guidelines when using AI tools in the writing process.

In particular, ethical concerns must be at the forefront. Issues like plagiarism, copyright infringement, and inappropriate attribution can all cast doubt on the legitimacy of content. Plus, concerns regarding quality and creativity may prove reason enough for authors and content creators to sidestep the use of generative AI, opting to deploy AI in less prominent roles such as spelling or plagiarism checking.

Powerful AI Tools for Writing

When deployed appropriately, artificial intelligence can provide several highly valuable tools. These tools can range from automating the revision process to generating text.

The following tools offer helpful applications, allowing authors and content creators to harness their creative powers without infringing upon others’ intellectual property.

However, care must be taken to ensure that any generative tools follow strict ethical considerations.

Here is a closer look.

Grammarly

Grammarly is a widely-used AI writing assistant offering more than basic grammar and spell-checking. It provides advanced features such as tone detection, clarity suggestions, and vocabulary enhancement. Grammarly can help writers maintain consistency in tone and style throughout their documents, making it a valuable tool for both casual and professional writing.

ProWritingAid

ProWritingAid goes beyond simple grammar checking by offering in-depth analysis and suggestions for improving various aspects of writing, including style, structure, readability, and pacing. It provides detailed reports on areas such as overused words, sentence length variation, and readability scores, empowering writers to refine their writing to a higher standard.

Hemingway Editor

Hemingway Editor focuses on simplicity and clarity in writing. It highlights complex sentences, passive voice constructions, and instances of adverb overuse, helping writers craft more concise and impactful prose. Hemingway Editor encourages writers to adopt a straightforward writing style that resonates with readers.

Wordtune

Wordtune uses AI to offer rewrite suggestions for sentences, helping writers express their ideas more effectively. It provides alternative phrasings, word choices, and sentence structures to improve clarity, coherence, and style. Wordtune can be particularly useful for writers seeking to refine their language and make their writing more engaging.

AI Content Generators

AI content generators, such as Writesonic or copy.ai, assist writers by generating content based on specific prompts or input.

These tools use machine learning algorithms to produce human-like text.

These texts can range from anything, including blog post outlines to marketing copy.

While they can help generate ideas or overcome writer's block, writers should carefully review and customize the output to ensure relevance and accuracy.

ChatGPT

ChatGPT, as an AI language model, can engage in conversations with writers, answer questions, and provide suggestions on various writing-related topics. It can be used to brainstorm ideas, simulate interview scenarios, or receive feedback on writing samples. ChatGPT’s versatility and natural language understanding make it a valuable resource for writers seeking inspiration or assistance.

Scapple

Scapple is a mind-mapping tool that helps writers organize their thoughts and brainstorm ideas visually. It uses AI algorithms to facilitate the creation of interconnected concepts, allowing writers to explore relationships between ideas and develop cohesive narratives. Scapple’s intuitive interface and flexible layout make it an effective tool for planning and outlining writing projects of any size.

ClicheFinder

Cliche Finder assists writers in identifying and eliminating cliches from their writing. By scanning text for overused phrases and suggesting alternatives, it encourages writers to cultivate originality and creativity in their writing. Cliche Finder can be a valuable tool for writers striving to produce fresh and engaging content that resonates with readers.

ZenWriter

ZenWriter creates a distraction-free writing environment using AI-driven features such as customizable backgrounds and ambient sounds. It helps writers minimize distractions and maintain focus, fostering a conducive atmosphere for creativity and productivity. ZenWriter’s minimalist design and calming aesthetics make it an ideal writing tool for writers seeking a focused writing experience.

Atomic Reach

Atomic Reach analyzes written content using AI to optimize its readability, engagement, and search engine visibility. By providing data-driven insights and recommendations, it helps writers enhance the effectiveness of their content marketing efforts. Atomic Reach empowers writers to create content that not only resonates with their audience but also ranks well in search engine results.

The hype surrounding tools such as ChatGPT warrants further discussion into the moral issues related to their use. Until there is a definitive stance on their generative capabilities, authors and content creators can utilize their power to brainstorm ideas, facilitate outlines, or assist in removing painful obstacles such as writer’s block.

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A Final Thought

Like any other technological advancement, artificial intelligence should not be feared. While AI has a definite downside, authors and content creators could look beyond its potential downside to focus on what AI has to offer.

AI is not here to replace the power of human creativity. AI is here to assist human brainpower and streamline many processes, allowing human cognition to unleash its creative force.

Authors and content creators would do well to explore what artificial intelligence tools have to offer. There is nothing to lose with experimentation. This approach can help authors and content creators determine which tools best suit their specific purposes.

Moreover, authors and content creators must capitalize on AI’s development as this technology moves forward. Like those writers who opted to use a computer instead of a typewriter, authors who embrace AI may find advantages to boost their productivity.

5 Ways to Make Your Content Marketing Campaign About Your Customers, Not You

Posted on by The Writers For Hire, Inc.

Communication is a two-way street, where information flows in one direction and back in the other. When communication works well, all parties get their message across effectively.

However, in order for messages to get across, every interlocutor must listen more than they speak.

Unfortunately, many brands fail to understand the concept of two-way communication. Some brands believe in talking down to their customers. They hold an erroneous belief that they know what is good for their customers.

The message falls flat when content marketing is about the brand and not the customer.

Instead, brands must strive to communicate with their customers by showing their genuine understanding of their pain points. Moreover, brands must be empathetic to their customers’ needs.

The question is: How can a content marketing campaign be about customers?

Using a Content Campaign to Communicate With Customers

A content campaign provides a wonderful opportunity to communicate with customers. Brands can use this two-way communication to foster a meaningful relationship.

How so?

Customers base their relationships with brands on trust. When customers trust a brand, they are loyal. When customers lose trust, they seek other brands or alternative products.

Indeed, building trust between brands and customers is the main goal of content marketing. Communication is the vehicle that enhances communication.

When brands fail to communicate, they have difficulty building trust in their customers.

The brand may sell, but customers may not remain loyal.

Moreover, customers may find excuses (usually price) to switch over to another brand.

Please remember that content campaigns should always be centered around customers. There are three things that content campaigns must always address:

  • Focusing on customer pain points
  • Showing empathy with customers
  • Communicating how the brand can solve or alleviate pain points

These three elements enable brands to communicate with customers effectively. After all, customers may see that brands “get them.”

Nevertheless, the question begs, “How can you learn what customers want to hear?”

Building a Customer-centered Content Campaign

Building a customer-centered content campaign is not an esoteric proposition. Customer-centered content campaigns are the result of listening more than talking.

This point is where most brands get it wrong.

Many brands fail to listen to their customers. Some brands neglect to listen to what their customers have to say. Microsoft founder Bill Gates once said, “Your most unhappy customers are your greatest source of learning.”

Point taken.

The fact is that most companies would much rather listen to all the good things customers have to say. However, no one ever wants to listen to the bad things customers have in mind.

How so?

It all boils down to fear. There is a fear of hearing what no one wants to hear. But it is facing that fear that allows brands to grow. The brands that fail to listen are the ones that ultimately fail. Walmart founder Sam Walton encapsulates this point with the following statement: “If you don’t listen to your customers, someone else will.”

Who is that “someone else?” The competition!

When companies fail to listen to their customers, competitors have a golden opportunity to swoop in.

Building a customer-centered campaign begins with listening to customers. Successful brands take the time to listen and pay close attention. These brands are far more interested in talking to unhappy customers than satisfied ones.

Why?

Successful brands understand the value of listening to dissatisfied folks. When brands truly pay attention, they build trust by showing customers they care. Please remember that empathy is a valuable asset. Empathy starts with careful listening.

5 Ways to Make a Content Campaign About Customers

There are five significant ways brands can build a customer-centered campaign when building a content campaign.

1. Forget about the brand.

The first step is to forget about the brand. In other words, building a successful content campaign is not about touting the brand. It is about focusing on the customers’ needs. The last thing a successful content campaign does is hype the brand.

Think about it.

Using a content campaign to hype a brand is like going on a date to spend the entire time talking about oneself. The other party would most likely get bored quite quickly.

The same goes for content campaigns. Customers tune out quickly when the message focuses on tooting the brand’s own horn.

Brands must get to know their customers in order to build effective content campaigns. The most effective way to know one’s customers is to talk to them.

Savvy brands incentivize customers to fill out questionnaires and surveys with special rewards. For example, offering a special discount code to anyone who fills out a questionnaire can become a highly useful tactic.

Also, some brands use focus groups and segmented demographics to figure out how customers feel. From there, brands can determine where their target customers lie.

It is incredible how much customers are willing to speak when given the opportunity. So, listen up!

2. It’s all about pain points.

The next step in an effective content campaign is to focus on customer pain points. These pain points may be problems, needs, or wants customers face. A typical approach is to focus on a problem customers face. However, effective content campaigns do not tout the brand. Instead, they offer valuable information that customers can use to alleviate their pain points.

Consider this situation:

A fitness brand plans to launch a new line of weight loss supplements. Instead of telling customers how wonderful the supplements are, its content campaign focuses on addressing weight loss issues. The content campaign provides free health advice sponsored by the brand. The customers see the brand, but they do not get a sales pitch. Rather, customers get helpful advice on how to build healthy habits.

Please keep in mind that successful content campaigns always talk about customers and their needs. The brand sits in the background, waiting for an opportunity to emerge as part of the solution.

3. Show empathy.

Some brands fail to show empathy with their customers. These brands sell their products by telling customers what to do. For instance, a pharmaceutical brand tells customers that their painkillers are the best on the market. Their content is focused on extolling the product’s qualities while completely neglecting what customers truly want.

How can brands show empathy?

First, brands must address pain points. In our previous example, the pharma brand recognizes that customers must live with pain. They discuss the causes of pain and what habits or diseases may cause pain.

Then, the brand strives to show empathy. They tell customers that everyone must deal with pain. They are not alone. When brands “get it,” they run ads that show people suffering from pain. They highlight the types of activities that may cause pain and the types of people it affects.

The brand strives to communicate its message by saying, “We’ve been there, too.” Nevertheless, the brand does not push any products on customers. At least, not yet.

4. Offer a solution.

Great content campaigns provide useful information customers can utilize to solve their pain points. The information itself, however, may be insufficient to solve the issue fully. This point is where brands can present their solution to the problem.

Think about the last example. The main customer pain point is living with pain. The brand uses a fantastic campaign to offer tips on diet, exercise, and healthy habits customers can use to relieve pain. However, these valuable bits of information may be insufficient to get rid of pain once and for all.

Now is the time for the solution.

The brand introduces its new pain medication as the definitive solution. However, the brand does not tout the product.

Instead, the brand focuses on how the product relieves pain by explaining how its formulation works to reduce discomfort.

Thus, the message is not, “Take this product because it is the best pain reliever.” Instead, the message is, “The formula in this product, along with all the other information provided, will help you eliminate pain. We know it works because we have tried it, too.”

In this example, the message is effective because it flips the narrative. The narrative is no longer about how wonderful the product is. The narrative focuses on how the product is a great tool to solve a significant pain point.

5. Show the outcomes.

Successful content campaigns end their marketing interventions with satisfied customers. Clever brands showcase how customers solve their pain points by consuming the brand. In the previous example, the brand could use customer testimonials to show how effective the product truly is.

Why does this approach work?

It works because it is about empathy!

Once unhappy people tried the product, and it worked. Now, they want to share their happiness with others just like them.

Showing the outcomes with real people is the most effective way to get a message across. Forget about fancy lights and cool people. Instead, focus on real people, real problems, and real solutions.

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How can a writing agency help produce a killer content campaign?

Regarding pain points, some brands might feel that building an effective content campaign may be beyond their scope.

How so?

Creating a customer-centered campaign requires specialized knowledge and technical expertise. Furthermore, the research and effort that goes into building a successful content campaign demand time and effort.

Often, time and effort are limited resources for most brands.

Hiring a writing agency can become the best solution to this significant pain point.

Here is a look at how hiring a writing agency can help brands build effective customer-centered campaigns:

  • A writing agency can produce the documentation needed for market research. For example, questionnaires, surveys, data processing, and report writing all fall within a writing agency’s area of expertise.
  • A writing agency can assist in producing a content campaign. A professional writing agency typically has a diverse writing team. This team is capable of producing top-quality copy, scripts, marketing materials, product brochures, and user manuals.
  • A writing agency saves time and effort. An experienced writing agency can tackle the nitty gritty of a successful content campaign. They know how to manage the ins and outs of a content campaign project.
  • A writing agency becomes a trusted partner. Over time, a professional writing agency can become a trusted partner for any brand. The relationship between brands and writing agencies is predicated on trust. After all, brands trust that their chosen writing agency will always deliver.

The partnership between brands and writing agencies can become a force multiplier. Brands know their customers. Writing agencies know what it takes to produce effective content campaigns. When joining both forces, superb content reaches information-hungry customers.

A Final Thought About Content Campaigns

There are those who might say that hiring a writing agency is expensive. Moreover, some might say that it is an unnecessary cost.

Those who feel this way have never seen a writing agency in action.

Hiring a writing agency is an investment. The cost of hiring a writing agency is offset by the gains brands make.

Brands gain customers, boost revenue, and improve profitability with effective content campaigns.

Shrewd brands know that getting the right writing team on board can boost their content campaigns’ effectiveness exponentially.

Here is a final thought:

“The key is to set realistic customer expectations and then not just meet them but exceed them—preferably in unexpected and helpful ways.”

This quote by Virgin founder Richard Branson sums up this discussion. Fantastic content campaigns can help solve customer pain points in unexpected and helpful ways. It is all a matter of listening more than talking.

Harnessing AI Created Content for Thought Leadership Success

Posted on by The Writers For Hire, Inc.

Artificial Intelligence (AI) has emerged as a valuable ally for authors, supporting them in various facets of the creative process. AI tools can assist writers with brainstorming ideas, generating content, and even refining language.

AI’s ability to analyze vast datasets very quickly enables it to provide valuable insights that can help writers overcome creative blocks and improve their coverage of a subject. Additionally, AI-powered grammar and style checks contribute to improved writing mechanics by offering real-time suggestions.

However, amid the promise and potential benefits, there is a dark side to AI that warrants careful consideration.

AI models are trained on data that reflects existing societal biases. This raises concerns about prejudice in generated content. Thought leaders should keep an eye out for any unintentional reinforcement of stereotypes or biased viewpoints in AI-generated material.

Another real concern is the risk of plagiarism. Both the ethical and legal implications of content ownership require conscientious oversight.

Authors who want to leverage AI as a tool should do so for augmentation rather than replacement. While AI can enhance efficiency and creativity, human oversight is imperative to ensure that writers’ work is original, ethical, unbiased and appropriate for their readers.

The Dos of Using AI in Thought Leadership Content

The potential upside to the use of AI in writing is enormous.

It is especially helpful with the creation of thought leadership content.

Content created with the help of AI can deliver considerable time savings as authors can produce useful content in a fraction of the time it might normally take.

In order to harness this advantage properly, here are 10 crucial things to keep in mind:

1. Understand the Technology

Content creators and content writing services must invest time and resources into understanding the AI technology they employ for thought leadership content. This involves delving into the intricacies of the model’s architecture and functionalities, recognizing potential biases, and acknowledging any ethical implications associated with using it.

Authors must know how AI technology works to get the most out of it without compromising the quality of their thought leadership content.

2. Augment, Don’t Replace

AI should be viewed as a tool for augmenting human capabilities, not as a replacement for them. While AI can streamline certain processes, it lacks the unique contextual understanding and creative intuition that humans possess.

Content writing services should integrate AI as a collaborative partner, leveraging its strengths in data analysis and content creation while relying on human expertise for creativity, context, and ethical considerations. A successful, effective thought leadership content strategy requires the skills and insights of knowledgeable people.

3. Customize and Fine-Tune

Responsible customization of AI models means aligning them with industry characteristics, the author’s unique voice and the brand’s values. This kind of fine-tuning lets writers optimize content created by AI to resonate with the target audience.

This process tailors AI output to match a thought leadership content strategy’s messaging and stylistic preferences and enhances the quality and relevance of the content.

Still, human eyes are necessary to ensure that results reflect the author’s content strategy and avoid sounding disjointed or incoherent.

4. Verify and Fact-Check

Rigorous verification and fact-checking is essential to responsible AI content creation. The dynamic nature of information means human oversight is needed to ensure accuracy and reliability.

Content writing services should establish robust processes to cross-verify AI-generated information, corroborate facts, and fix any inaccuracies that arise.

Please keep in mind that factual inaccuracy is the biggest criticism of AI created content, and one that is perfectly reasonable.

Authors must ensure that AI-generated content is accurate to prevent questions about their reputations and credibility.

This is especially true when an author is looking to outsource content writing.

5. Ensure Ethical Use of Data

The ethical use of data in AI content creation requires that authors source data responsibly, comply with privacy regulations, and are transparent about data usage practices.

Ethical considerations also extend to how data is collected, processed, and used in training AI models. All are important to maintaining public trust in the use of AI created content.

It is worth pointing out that when thought leaders use data ethically, it shows they understand the implications of using AI for content creation. Their followers can confidently consume original content within the context of AI created content. This is why disclosure of human-generated and AI created content is a key part of protecting a thought leader’s reputation and credibility.

6. Include Human Oversight

Including human oversight in the AI content creation process helps guard against potential biases and ethical lapses. It also ensures the content aligns with the content strategy’s objectives.

While AI can automate certain aspects of content creation, human editors and experts bring their understanding of context, their emotional intelligence and creativity—  refining and enhancing the generated content.

7. Continuously Learn and Improve

A commitment to continuous learning and improvement in the use of  AI technologies is a must for effective thought leadership content strategies. This  involves staying abreast of new developments, enhancements, and best practices in the field.

Content creators should regularly assess AI models to incorporate new insights so their thought leadership content remains cutting-edge and meets audience expectations.

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8. Integrate User Feedback

Authors should actively seek and integrate user feedback into the AI content creation process. experiences. Users can provide valuable perspectives on content effectiveness, resonance, and audience expectations.

Establishing a feedback loop allows organizations to adapt and refine this content, enhancing the quality and relevance of thought leadership content in response to real-world users.

9. Explore Multi-Modal Content Generation

Authors and content writing services should be encouraged to explore the capabilities of AI for multi-modal content creation encompassing text, images, and audio. Leveraging AI across different content formats enhances engagement and caters to the varied preferences of audiences.

By incorporating multi-modal AI approaches, organizations can deliver a richer, more immersive experience, amplifying the impact of their thought leadership content strategies. These approaches can open doors to broader adoption of AI content creation within thought leadership content.

10. Collaborate Across Teams

Adopting AI as part of a thought leadership strategy allows collaboration between AI specialists, content creators, and domain experts.

An interdisciplinary approach ensures that AI created content is linguistically accurate and aligned with a clear understanding of industry-specific concepts, trends, and audience preferences.

This maximizes the potential of AI as a strategic tool within a  content creation ecosystem.

The Don’ts of Using AI in Thought Leadership Content

There is a potential “dark side” to AI usage in thought leadership content—a side that demands that authors and content writing services pay close attention to the ways AI created content responds to quality and ethical standards.

Let’s take a look at some of the possible issues people may have when using AI for content creation.

Plagiarism or Infringement

Authors and content writing services must never use AI for plagiarism or intellectual property infringement. The originality of AI created content is both an ethical concern and a legal requirement.

Authors should implement mechanisms to verify the uniqueness of content created with AI and prevent violations of copyright laws.

Ignoring Ethical Considerations

Ethical considerations related to AI must not be overlooked. Content creation services should address biases in AI models to ensure fairness in generated content.

A thorough examination of output, continuous monitoring, and corrective measures all work together to minimize biases and uphold ethical standards in thought leadership content creation.

Overreliance on AI

It is prudent to steer clear of overreliance on AI without human input. While AI excels in data-driven tasks, human creators contribute vital contextual understanding, emotional intelligence, and creativity.

Authors who outsource content writing should recognize the symbiotic relationship between AI and human expertise. Doing so enables a holistic and effective approach to thought leadership content.

Lack of Transparency

Transparency in the use of AI is another key to maintaining trust with a target audience.

Companies should communicate openly about the role of AI in thought leadership content strategies; the extent of its involvement and the specific tasks it undertakes.

Transparent communication fosters understanding and trust, reducing concerns about the use of AI in thought leadership content.

Neglecting Legal Compliance

Legal compliance is non-negotiable in the integration of language models into AI content creation. Content creators must ensure their use of AI aligns with laws and regulations, including privacy, data protection, and intellectual property statutes.

Legal compliance safeguards an author from potential legal consequences while reinforcing ethical standards in the use of AI created content.

Assuming Perfection

Content writing services should not assume their AI generated content is perfect. Rigorous review and editing is essential to identify and fix any inaccuracies, inconsistencies, or unintended biases that may arise.

Human oversight helps ensure the final output meets high standards of quality, accuracy, and alignment with a thought leader’s brand and values.

Unethical Manipulation of Information

Thought leaders can help prevent the unethical manipulation of information and spreading of inaccuracies through AI. Authors can do this by establishing and communicating clear ethical guidelines that prevent deceptive misuse of AI created content.

When thought leaders uphold the principles of transparency and integrity, they safeguard the credibility of thought leadership strategies and maintain trust with their audiences.

Ignoring Cultural Sensitivities

Authors shouldn’t overlook cultural sensitivities and norms when using AI created content. Cultural awareness helps them prevent publishing material that is inadvertently offensive or inappropriate.

Doing cultural sensitivity checks as content is created helps ensure AI-created content both respects and resonates positively with diverse cultures.

Automated Social Media Posting Without Review

Thought leaders should resist the temptation to automate social media posting without full human review.

Social media platforms require a thorough understanding of tone, context, and real-time events. Review helps ensure that any content created with the help of AI is contextually appropriate and up to date.  

Neglecting Cybersecurity Measures

Companies should take cybersecurity measures when implementing AI content creation. Content creation services and thought leaders must prioritize the security of AI systems to safeguard against potential vulnerabilities and cyber threats.

To protect sensitive data used in AI models, thought leaders should adhere to cybersecurity best practices that reduce the risk of targeting AI infrastructure.

A comprehensive cybersecurity strategy improves the integrity and reliability of AI-generated thought leadership content.

A Final Thought

AI offers undeniable benefits to the writing process, streamlining tasks and enhancing efficiency. It excels at data analysis, provides valuable insights, and aids in content generation. Its grammar checks and style suggestions can improve writing mechanics.

However, human creativity, emotional intelligence, and nuanced understanding remains irreplaceable. Writing is a deeply human art that involves empathy, context, and perspective that AI lacks. Human writers bring cultural awareness, intuition, and the ability to think subjectively about complex topics.

AI, while a powerful tool, cannot replicate the depth, originality, and soulful expression possible in human-authored content. The interplay between AI and human writers represents the optimal synergy, using the strengths of both to produce harmonious and impactful writing.

Networking: Building Your Network with Content Marketing Best Practices

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Okay, first of all, let’s establish a few things.

  • Creators are artists. (Yes? We all agree? Okay, great.)
  • Therefore, content creators are artists. (Stick with me, here.)
  • And artists always create for themselves, not for an audience. (Right?)

(Uh, no. Not right.) (Well, okay, some do.)

Look, as much as we might like to dress in all black and moodily declare that we make content for ourselves, we always have a shimmery idea of how public audiences might respond in the back of our minds.

But the key to getting that response is actually having an audience and network for your content. And although it might feel like an intimidating task, it really is an achievable goal. The trick is leveraging your content itself to help you build up your content’s audience and network.

Ready to get started?

Tell your interviewees when your piece is published.

At the outset, we want to stress that alerting interviewees to your piece’s publication is just good professional practice. That being said, it also yields considerable benefits, like solidifying your network connection.

Think about it: If you were interviewed for an article, wouldn’t you want to know when it was published? And once you knew it was published, wouldn’t you go read it? Maybe even share it with your friends?

You get the idea. This is an easy tactic that will help drive traffic to your content and increase your number of readers and views.

Communication Tips

Here are some basic guidelines on how to communicate with people you’ve interviewed and encourage them to share your published content:

Image by C Bechteler with Canva

Notify people you mention in your blog and encourage them to share It.

For all you skimmers out there, this is indeed a different suggestion than the one above.

Say, you write a piece that mentions someone—someone that you didn’t interview or quote. When your piece is published, we encourage you to alert them just as you would someone you had interviewed. Not only is this a gesture of professional courtesy, it also opens the door to building new relationships and expanding your network.

Communication Tips

Here are some basic guidelines for communicating with entities mentioned in your content and encouraging them to share your published piece:

Image by C. Bechteler with Canva

Encourage people on social media to like and subscribe.

We have a joke for you:

Okay, that joke wasn’t great. But if you want to hear a better one, be sure to like and subscribe! (Wink.)

Jokes aside, asking social media users to like and subscribe (or follow) your content is a simple but effective tactic for building up your network and audience. It might seem cheesy or overused, but there’s a reason why it’s used so often: It yields results!

Communication Tips

The following are some tips for engaging with users on social media and encouraging them to follow and share your content:

Image by C. Bechteler with Canva

Uncover “links to me.”

Just like you might link to someone in your content, someone might link to you in theirs. Uncovering backlinks to your content, or your “links to me,” is a strong content marketing strategy, as it’s a great way to find out more about your audience as well as identify opportunities for networking.

Although you could pay for a tool to find all your backlinks for you, you can find most of them yourself with a little time and effort. Check out the tips below:

Image by C. Bechteler with Canva

Communication Tips

Here are some tips for interacting with and fostering relationships with those who mention or link to your content:

Image by C. Bechteler with Canva

Monitoring and Setting Up Google Alerts

Building off the last section, we suggest setting up Google Alerts for mentions of you and your content. Not only will this help save you time uncovering your backlinks, it will also help you stay on top of potential networking opportunities and provide insight into your audience.

You can start setting up Google Alerts here:  

  1. In the box, enter the text you want notifications for, such as:
    1. Your name or pen name
    1. Your blog’s name
    1. Your website’s name
  2. Select Show Options to optimize your alert settings, such as:
    1. Notification frequency
    1. The geographical area you want alerts from
  3. Select Create Alert to get alerts for matching search results

If you need to edit your alerts, you can learn how to do so here.

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Build your network with our network.

We know that handling all of the aspects of content creation is a lot like juggling—there are a lot of different moving parts to keep track of! There’s research, interviews, planning, writing, editing, uploading, formatting, publishing—it goes on and on.

The point is, content creation often involves a whole team of professionals. That’s why our team is here to help you apply the best practices in content marketing and make your vision a reality. Whether you need help crafting compelling content that will attract readers or help building up your content’s audience, The Writers For Hire is ready to get to (net)work. (Wink.)

Why and How to Identify Your Target Audience

Posted on by The Writers For Hire, Inc.

When it comes to content marketing, you may think that content creation is the key element to focus your efforts on. You’re not wrong, exactly. However, finding your target audience is just as imperative if your content is going to impact your business the way you want it to.

Identifying and understanding your audience is a fundamental element of content marketing success.

But what is a target audience? And how do you identify yours and use content marketing to show exactly what your product or service can do for that group of people?

What is a Target Audience?

You may have heard of a target market before. This is a broader group that may potentially use your product or service. A target audience is a subset of your target market—a more defined and specific group of people whom you can “target” with content marketing campaigns.

A target audience is composed of those most likely to use your product or service. The factors that determine its membership can include age range, geographic location, interests, income, education level, and more.

For example, if you create content about an Orlando, Florida steakhouse, people who live in or are likely to visit Orlando and patronize eateries with similar price points and menu offerings are your target.

Why Do I Need a Target Audience for Content Marketing?

You may be asking “Why do I even need a target audience? What if my product or service is for anyone who wants to use it?”.

In an ideal world, trying to appeal to everyone can be tempting, but that kind of utopia doesn’t exist. Everyone has specific needs; that’s something marketing departments understand.

Ask any marketing expert and they’ll tell you that nailing down a target audience is crucial to zeroing in on your customers. A good audience profile will affect both your marketing and content decisions.

Your efforts to appeal to a target audience can affect financial decisions, the growth of your customer base, even your standard business practices. When you know who your content is meant for, you can tailor it to attract them.

Working with a content marketing agency to define your most likely customers may be the best way to get the proverbial ball rolling.

How To Identify Your Target Audience

Here are some tried-and-proven approaches, all useful to help identify your target audience:

1. Create Personas

To nail down who your target audience is and isn’t, create personas to define those who have needs your company can best fulfill.

A persona is a fictional (or somewhat fictional) representation of your target audience or a part of it. This extremely detailed picture takes a deep dive into the traits of your ideal customers. Details may include their values, goals, likes, dislikes, motivations, and fears.

There are many ways to create a persona, and how you do so depends on your business objectives. Be as specific as you can when creating your persona. A few key details to get you started are:

  • Name
  • Demographics (age, location)
  • Values (are they family-focused, career-minded, or both?)
  • Work and/or life goals
  • Social media platform preference (if any)
  • Likes and dislikes
  • Challenges they face that you can help them overcome
  • Motivations
  • Fears
  • A personal style that brings them to life

The details you can add to the personas you create are limitless; stick to the ones that make the most sense for your purposes. You don’t need to know about shoe size if you’re selling office supplies.

Onno Halsema, CEO of Contentoo, stresses the importance of creating a buyer persona.

“Without a clear view of who your target audience is and what makes them tick, you’ll have to rely on guesswork when developing your content strategy.”

Halsema emphasizes refining personas as you learn more about your audience to develop a more strategic and data-driven marketing plan.

Once a persona is created, it can act as a template for other personas you make in the future. With multiple customer personas, it will become easier to create specific content for each of them.

2. Identify Pain Points

Pain points are problems that customers need to solve. Sometimes, they don’t even realize yet that they have these problems. They are the annoyances, burdens, or time wasters that you know your product or service will solve.

Here is where content marketing comes in. Through your content, show how what you offer can solve a problem.

First, figure out what category the pain point falls into. There are four basic categories:

  1. Productivity – The “time waster”
  2. Financial – Budget, cost, or sales-related
  3. Process – Issues with how products or services work
  4. Support – A need for information, instructions, suggestions

Next, jot down questions to define pain points specifically affecting the personas and their dilemmas. These are a few questions to start with:

  • What is the pain point? (Define the frustration the persona has. E.g., software is too complicated)
  • How does this pain point get in the way of their goals?
  • What is the easiest way to solve this pain point?
  • Which solution makes sense, cost-wise, for your personas?

Tutorials or surveys work well to pinpoint both the pain and the potential gain for the customer when it’s alleviated. Other effective techniques include case studies, focus groups, or customer interviews.

Also, pay attention to social media comments about your company, products, or services. Keep a regular log of customer questions or issues to develop a clear picture of what they want. This can also help you stay on top of issues raised by customers.

Consider exactly how to turn a pain into a gain for one of your created personas. Putting yourself in their (figurative) shoes can help you understand a pain point.

3. Look at Your Competition

Check out what your competition does. See what they offer customers. Dive into their social presence. Look at anything you can find about them. See what they do that creates results like those you want to achieve.

When exploring their social media platforms, look at their content and followers.

Your current target audience may or may not differ.

Discovering how and why they have reached their target audience can help you better understand how to reach yours.

Here are some ways to do competitive research:

  • Choose a few top competitors who offer something similar to your offerings.
  • Dive into their social media accounts. See what they post, how often, and what kinds of comments their followers post.
  • Sign up for any enewsletters to see what type of news they send to subscribers.
  • Check out their website for additional content like blogs, FAQs, specific offers, etc.
  • Set up a news alert for their press releases or news pieces about them.

Discovering why customers engage with another company or use their product can help you improve your content marketing as well as your offerings.

With this information in hand, you can put an imaginative twist on your own content that highlights reasons to choose your business over others.

4. Get Ultra-Specific with Your Content Marketing

Is it really that important to define a target audience for content marketing? You better believe it!

With audience personas defined, you can start planning content marketing campaigns that encompass content that will resonate with them.

Make sure you segment your personas according to the ways they prefer to be marketed to. A younger audience may not like to receive email newsletters, but instead prefer a short explanatory video. The methods matter just as much as the message.

Jocelyn Wady, Communications Specialist for the Alberta Association of Architects, shares her expertise on how to use content marketing to reach a target audience.

“A more direct appeal may necessitate an email marketing campaign or other tactics like collaborating with fellow industry organizations. Learning the target audience of any organization comes with experience and research, so don’t be afraid to ask questions and use your colleagues as resources.”

Jocelyn Wady

Appealing to a target audience in a friendly, helpful, conversational way is key to getting their attention. Timing your content well is just as important.  

Picture the steakhouse mentioned earlier. If you send out an email on Sunday night at 11:30pm promoting a ribeye special, it probably won’t get the most optimal attention.

A Wednesday or Thursday night email, though, could catch diners who have a taste for ribeye in time to influence their weekend plans.

5. Creating the Content

Create exciting, personalized content for your target audience that captures their attention. You can personalize content based on location, age group, purchase history, even the latest news.

Weaving current events into content marketing seamlessly can be very effective.

As Wady expresses it,

“One of the most enjoyable parts about managing social on behalf of an organization [is] the challenge of finding trending or popular topics and making [them] relevant to your organization. For example, for Martin Luther King Day, I shared an article about the Martin Luther King Jr. Memorial Library (MLKL), designed by a famed architect Ludwig Mies van der Rohe. During winter solstice, I shared monuments around the world that civilizations built in honor of the solstice.”

The type of content you create will depend on the personas your organization wants to reach.

E-newsletters, blogs, short videos, funny social media posts, infographics – the list of content options is almost endless. Choose a few to try out and see how they resonate with your audience.

You can always change elements of your content to keep things interesting. Changing the color of a social media post or the format of your blog can keep them fresh. Try something new, see what works, and always record your progress.

6. Make Sure Content Reaches the Target Audience

Content marketing aims to reach the right audience with the right content at the right time. So how do you know if you’re doing all those things?

Analytics can show you which content an audience interacts with, supplying you with information about your website traffic, social media followers, sales, and more. You can use this to better plan and schedule content. There is a variety of analytic software available.

Analyzing data and statistics doesn’t happen overnight. Allow your content marketing campaign some time to get results. Then, define the parameters of your data; for instance, Q1 web traffic vs. Q2 web traffic.

Specialized pages can help you connect with customers.  With a customer login page on your website, you can offer promotions, allow visitors to “like” products, list their purchases, or keep track of their browsing history.  They can get specialized offers or notifications if something they’re waiting for comes back into stock.

Customer activity can also give you direction in creating personalized, targeted emails. Automated email flows based on a customer’s activity on your site allow you to offer just what they’re looking for, from sales to new products and much more.

Check comments, likes, shares, and reposts on your social media platforms and blogs. Ask subscribers to reply to e-newsletters to boost personal engagement. A target audience that is engaged is likely to share the content they enjoy with similar people.

So, what if it’s not working?

What can you do if your content marketing campaign is well-researched, yet isn’t reaching the target audience? You’ve done all the steps correctly, but you’re not quite hitting the mark. What next?

“Sponsored content is a good option if you know where your audience lives,” Wady explains. “For example, LinkedIn is, by far, the busiest social media channel for my organization. When we put out a call for speakers for an upcoming conference and we were lacking applications, we tried a sponsored LinkedIn post and had great results.”

Performing keyword research, ensuring your content is SEO-friendly (uses relevant keywords, meta tags, headings, etc.), and working with industry experts are a few more ways to make sure you do start hitting your audience bullseye.

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Final Thoughts

The number of ways to study, understand, and reach your target audience is almost endless. Tweak your content marketing strategies and personas as your business, and your target audiences, grow and change.

The time you take to identify and focus on your target audience members so you can connect with them is worthwhile. Nothing in business is foolproof, but the results of developing a deeper understanding of your audience may surprise you.

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