Content marketing isn’t a one size fits all strategy. You must know your audience and adjust your content to their unique wants and needs.

Your content marketing strategy needs to be unique to your business and your audience. Some rely on social platforms, such as Instagram. While others choose video creation and blogging.

Because there are so many options, it can be confusing and overwhelming. While this is true, using the tips I have created below will help you with this goal.

Using Instagram to Grow and Leverage Your Audience

Instagram provides you with several unique opportunities to begin interacting and engaging with your audience. You can take advantage of reels, stories, feed posts, direct messages, and more. Find what types of posts work best for you by trying a few of them out. When you find what works, you can build a strategy based on it.

Write Blogs that Help Show Your Authority or Expertise

By now, you know blogging is a great way to engage and inform your audience. However, now it is time to take this a step further and make sure your audience trusts the content you create. Show your expertise or authority in your industry by sharing topical blogs based on your experience.

Ask Your Audience What They Want

While it may seem like common sense, asking your audience what they want to read is an effective strategy. If you have some regular readers and email subscribers, you can create a survey to see what other types of content they may want.

You can also take questions that you have received from your audience and answer them in your blog. These are both effective ways to ensure your blog is interesting and provides readers with the information they are searching for.

See What Your Competition Is Doing

Find popular businesses and blogs in your industry and see what type of content they are posting. Which of their posts is encouraging engagement? Are there certain topics that generate more comments, discussions, and social shares than others?

Move Your Leads Through the Funnel

The content you create should encourage visitors to move from “just looking” to “ready to buy.” When this occurs, it means a visitor turns into a lead, which is a person who is interested in what you have to offer but not ready to make the purchase.

It’s up to you to nurture and convince these leads to become a buyer and support your brand. You can do this with the right blog content and by making content upgrades.

Make Use of Quora

Quora is the popular question and answer site. It’s great for generating traffic. Take some time to browse Quora to see the types of questions people are asking about your service or product. Once you have a few, start creating blog posts.

Creating a Custom Content Experience for Your Audience

If you want to ensure that your audience engages and utilizes the content you post, customizing it to what they want to read is a must. The tips above can help you with this goal.


This article was written by Peter Roesler from Inc. and was legally licensed through the Industry Dive Content Marketplace. Please direct all licensing questions to


This article is not intended to provide tax, legal, accounting, financial, or other professional advice. Always consult a qualified professional about your personal situation.

The opinions expressed within this article is that of Peter Roesler and not that of M&T Bank, nor does M&T Bank endorse the opinions.


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