I’ll put my hand up and admit that we are new to doing this for ourselves. Although we have helped countless clients create video content, we are just getting to grips with audience building for our own content. Video content lives or dies by its audience. Fantastic videos with no-one to watch them become personal hobbies, rather than career-changing content. Audience building is what it’s all about whether you are using video for marketing or creating paid-for content. Some of these techniques we have looked at ourselves and some have been suggested to us by the digital marketing company we work with – Aim Internet. This blog is about what we’ve learnt so far in the world of content marketing…
Audience Building – Who are they? What do they need? What can I offer?
The first questions to ask yourself are ‘what do my audience need?’ ‘who are they?’ ‘what can I usefully give them?’ These are all questions you should have asked yourself before you even began to create content, but it never hurts to come back to them. Knowing the answers will help you find the places you need to advertise your content and how you need to do it.
Putting the ‘content’ in ‘content marketing’
The quality of your content is important. If you want to build an audience you need to show them that what you have to offer is worthwhile. Be an authority and make sure you know your stuff. Sign up for our guide to creating excellent video for more on producing good quality video content. If you’re not sure where to start try a few different approaches and then do more of what works. Think about adding extra value to your videos with free printables, spreadsheets or online tools.
When it comes to audience building how often you post content is almost as important as the quality of the content. Daily is great. Weekly is a must. We know this, we don’t always do it and that’s the tricky part – building content creation into your regular habits.
For all your videos make sure you get a transcript to post below the video. Not only does it offer your audience the opportunity to access the content in a different way, it is also great for SEO.
Email sign ups
Add an email capture pop up to your site inviting users to sign up for extra content. You can then send all the people who have signed up regular emails sharing your latest products, successes, ideas etc. Again, it’s important to keep this regular, but not annoying. Your audience will not want their inbox filled with your emails. Weekly or monthly are fine, but be consistent.
Social media is your friend here. You have several platforms to choose from – Twitter, Facebook, Instagram, LinkedIn… But each of them does something slightly different. Find out where your target audience goes online and what they do when they are there. Are they following anyone or searching for anything in particular. Again, post regularly, follow others and leave meaningful comments on their pages. Then have a think about paid-for advertising on your chosen platform. There is lots information about how to do this out there.
Web traffic (organic)
Good SEO should lead to increased traffic. Regular content, good tagging, having a mobile site etc are all important in terms of improving page ranking. If you read up on the best SEO practices then make sure the information is up to date as the world of SEO changes quickly.
This is too big to be ignored. Paid-for advertising through social media, re-marketing, Google adwords etc is one of the best ways to drive traffic to your content. There is lots of great information out there. We are fans of Digital Marketer.
This is a no-brainer. Uploading content to sharing platforms whether as free or paid for content is one of the best things you can do. There are plenty to choose from depending on the type of content you are creating – YouTube, Vimeo and Vimeo on Demand, Udemy, Skillshare to name but a few. See which site best suits your content and get uploading. We do this already, but know we need to do a whole heap more to get the most out of it.
If you are a public speaker or keen networker then it is worth making sure you are promoting your content through these groups. Trade shows are also a good place to show off your content to a new audience.
Piggy-back on other people’s sites or mailing lists
Who do you know? If you know people who have a decent mailing list or blog that is related to what you do, see if they would be willing to promote your content through an occasional email or guest blog post.
This takes a lot of the hassle out of sharing your content. In a nutshell, you ask a third party to push your content through its web and social media network. Many of these networks charge a fee. There are some tricks to getting this right. The site set up by digital marketing blogger, Neil Patel, has lots of information about this.
Do you have any thoughts or ideas about audience building? Let us know!
You might like to read our previous post on Video Metrics.