“It took me four years to paint like Raphael but a lifetime to paint like a child.” These are the words of the famous painter Pablo Picasso. They contain one of the main insights we need to adhere to when it comes to good content marketing: emphasize the important, get an emotional reaction and abstain from complicated phrases.
Digital content marketing is essential to anyone in business
Digital advertising and the ubiquitous online availability of services and products is today imperative for companies who take care of their buyers or clients. Digital presence erases the gap between the buyer and the product. The product and the brand behind it become digitally accessible via direct communication. However, in the sea of online competition, you can only stick out with digital advertising if you offer quality content to your followers.
Every profession or trade has a language that is usually incomprehensible to others. So, creating content for narrower professional niches like health care or the information industry can sometimes be challenging.
But following some simple rules, it won't be such an impossible task anymore.
Rule no.1: Get to know your target audience and determine their level of expertise
Creation of content for a specific professional niche is a very challenging process, so the last thing you want after publishing your content is misunderstandings from your audience, states Martin Jones from Social Media Today. web page. To avoid this from happening, get to know your target audience by following these simple steps:
a) Put yourself in your buyer's shoes and answer these questions: what's their passion? What interests them? How can you satisfy their needs? If you are, for instance, writing about scientific themes, your audience can be everyday readers who would like to learn more about science. Or on the other hand, your followers can be experts who want to be informed about the newest developments and insights. And, of course, you will use completely different vocabulary and approach in these two opposite cases.
An example of publication for the expert target audience, source: https://www.lifescience.net/
An example of a publication for a more non-specialist audience, source: https://www.sciencenews.org/
b) Conduct thorough research of your target audience and market using digital tools like Google analytics. That way, you will get good quality and quantity insights about your audience and what they usually do. Following this information, you will publish your content with more success. But you will also choose the right platform to distribute your content (i.e., social media channels, newsletters, blog articles, web page content, integrated content campaigns).
An example of Google Analytics tools, source: https://www.logic.hr/usluge/content-marketing.html
Rule no.2: Know the subject you are writing about, adjust the language to your target audience
After you have mastered rule number 1 and determined who your audience is via available digital tools, get acquainted with the subject matter you are writing about. As Sarah L. Parker from Content Marketing Institutea,says, before you start writing about a complex subject, tell it to yourself in simpler words. Next, make a visual concept map to ensure you completely understand what you are saying.
That's not the end of a story because it's necessary to know the subject matter and make sure your audience understands the message.
One of the good examples of how to do it right is the case of dermatologist and YouTube influencer dr. Shereene Idriss. She often translates the complicated chemical lingo in her blog articles and YouTube videos with clear and understandable language. For example, she speaks to the layperson's ear that Malassezia furfur is „fungi that exist on our skin“. On the other hand, Azelaic acid is comparable to the zodiac sign Sagittarius, while infected skin conditions are described without unnecessary medicinal lingo.
Rule no.3: Include experts in content creation whenever it is possible
An example of dermatologist Idriss leads us to the following rule: when you need to write about complex or specialist subject matter, include experts from the related field. Experts use professional terminology skillfully, allowing them to retell stories more straightforwardly and understandably. It is the principle we in the LOGIC MARKETING agency follow while creating integrated online and offline media content for the apothecary brand ADIVA of our client PHOENIX Farmacija. Including experts in article writing for the web portal, ADIVA.hr makes this online platform unique among apothecary websites, making it one of Croatia's most visited healthcare websites.
Rule no.4: Be a storyteller
Storytelling is the art of telling stories about a brand or product, and it stands behind the most successful marketing campaigns, as reported by Content Marketing Institute. So, get rid of complicated terminology and jargon and tell the story your followers want to hear from you. Then, answer their needs and questions via real or imaginary situations and examples. Use testimonials as much as possible or FAQs (frequently asked questions) to bring the subject matters closer to your audience.
To conclude, specific rules exist when creating content for more complex subject matters. Everything starts with the first step: knowing the target audience and speaking directly to them. Suppose this step is missing; your brand won't achieve planned results. So if you want to know how to avoid the most common mistakes when creating content for your brand, read helpful advice on our blog.
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