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Quality Content for a Target Audience

Quality content is key to a strong online presence. Actually creating that unique, timely, relevant and frequent content is a challenge for all organizations. It requires an investment of time and resources that can be a drain, even at a large organization. Rarely do organizations make it a priority, yet it is the most important element to online success.

So what is the basis for creating quality content?

Content should always cater to the interests of your targeted audience. That is, the content should reflect what your audience wants to read and inspire them to share your content with their own social networks – online or offline.

Sometimes content gets lost in the facts or becomes robotic. It loses focus on getting the human element out of it. Content should come across as genuine and touch people on an emotional level. Content that evokes emotion, whether that be anger, sadness, humor or inspiration, can connect you to your audience in a very personal way. That type of content is more likely to be shared and will definitely be remembered.

Boring content doesn’t go viral. Your blog post doesn’t need an infographic that illustrates every single fact or figure in order to succeed. Can you craft your content to demonstrate how your cause, campaign or candidate affects the lives of real people in compelling ways? Now, can you fit that into a single Tweet or a clever Facebook image? It’s harder than you might think, but it’s a key to success.

It’s important to note that quality content isn’t limited to your social media; it’s also critical to your search engine optimization and increasing conversions for your online advertising campaigns and email marketing efforts.

The initial investment in this might take time, but it will pay off in the long run.

Samantha Osbourne is the Director of Accounts Strategy for The Prosper Group. She can be reached at [email protected].

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