Whether or not fishing is your ‘thing’, we all generally have a good idea as to how it works – you bait the hook (unless you’re using worms, then you have someone else bait it for you), cast the line, and wait for a hungry fish to be lured in. Sometimes the fish don’t even notice your bait, sometimes they nibble and leave, sometimes you catch something you can’t keep, and sometimes you make that well-deserved, Kodak-moment catch.
Well, if you know how to catch that prized fish, you should also be able to catch those much-desired members of your target audience with your content marketing campaign. Just like how fishing strategy has changed from simply casting a net and collecting any fish in the area to using species-specific bait, the content marketing game has also evolved and become more targeted. You can no longer simply force your business’s information onto people and expect the cream-of-the-crop to respond. You need to understand your audience and entice them with what your business has to offer in order to reel them in – you need to properly ‘bait the hook’, if you will. Keep reading to find out the four different types of ‘bait’ you can use in order to attract your target audience.
It’s simple – you use big bait to catch the big fish. This type of content is very detailed and informative and is extremely appropriate for when you are targeting established members of the industry. These individuals are looking for a high-quality resource that is more involved and that will satisfy their question, or rather, appetite. Examples of this type of long-form content marketing include case studies, whitepapers, etc.
This bait is more..interactive. This type of content involves the viewers and is often easier to remember and more exciting for them to take in. The most common forms of this bait include infographics and videos, although it can also include events, seminars, etc. Use this form of content to attract people who are looking for a quick and easy way to absorb your information.
This type of bait works by catching your eye. It may not be very ‘meaty’ or terribly helpful, but it is fun for the viewers and catches their attention by being unique, interesting, or humorous. It is perfect for showing off your business’s personality and for achieving shares among a more relaxed target audience. After all, we all like to be entertained. This style of content is also very memorable and can be quirky, relevant to a trending topic (here are 5 ways to find what’s trending), images, memes, cat-centric….Your audience will appreciate your creativity.
Then, there is the extremely disappointing fake lure. Nothing is worse than being misled into a trap. Although Google has certainly tightened up their screening for what appears in their search result pages, sometimes businesses are still able to get away with building links or using relevant keywords in order to have their pages optimized, despite their content being a little ‘fishy’. Not only is this not useful to the viewer, but it is also ineffective for your company by increasing the exit rate of your website and by not allowing anyone to truly engage with your brand. Needless to say, don’t do it.
Depending on who you are trying to reach, there is a type of content appropriate for you and your target audience. Follow these tips and you will soon have more ‘fish’ than you know what to do with. If you need help designing a content marketing strategy for your business, inSegment can help – contact us!