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In the giant realm of social media, every brand and content creator is vying for attention. When someone new visits your profile, you have a small amount of time to impress and show them value before they either follow or click off. Making an impact requires more than sporadic posts and generic content. You need to have the ability to connect with your audience, consistently, and with tailored content. This concept is not about maintaining your online presence but effectively engaging with your targeted audiences. Individuals are looking for something specific, and whether you offer it or not is up to you. When creating content for multiple targeted audiences, you must accept that engagement rates may fluctuate with every post. Mainly, people engage with the posts that provide them value. Therefore, it is essential to be consistent in your posting, but be sure you have something to offer each target audience. 

 

Consistency

When it comes to content creation, consistency refers to maintaining a regular schedule and uniform tone, style, and message across all platforms. Following a consistent schedule allows you to build a predictable rhythm your audience can rely on. Here are three reasons that consistency is vital:

1. Trust and Reliability
   • Regular posting builds trust with your audience, as they can expect new content from you at certain times. They are more likely to stay engaged when they know when the next update is coming. Whether B2B, B2C, or C2C, trust is fundamental. Consistent content helps establish and reinforce this trust.
2. Enhance Brand Recognition
   • Consistency reinforces your brand’s identity. Consistent tone, style, and visual elements help create a recognizable brand image. No matter what your brand represents, including these elements ensures that your brand remains memorable and recognizable across all platforms.
3. Improved Engagement
   • By consistently posting, you stay on your audience’s feed. Staying on the consumer’s feed keeps your brand top of mind. The consistent interaction between your brand and its following can boost engagement rates as followers become accustomed to seeing and interacting with your posts regularly.

 

Tailoring Content

Tailoring content is customizing content to fit your target audience’s preferences, needs, and behaviors. Here are three reasons this aspect is especially vital:

1. Relevance Drives Engagement
   • Tailored content refers directly to the interests, needs, and wants of your target audience. When your posts make your audience feel heard and can relate, they are more likely to resonate and engage. Relevant content drives higher engagement rates because it aligns with the audience’s expectations and interests.
2. Increased Conversion Rates
   • Personalized content can enhance conversion rates. When your message aligns with the needs and desires of your target audience, it creates a well-built call to action. This content can address specific problems or goals consistent with your audience. 
3. Build Stronger Relationships
   • Tailored content cultivates a sense of connection between your brand and its audience. Addressing their needs and interests shows that you understand and value them. This approach creates a sense of personalization, leading to an effective and meaningful relationship with your community.

 

Strategies

Creating strategic plans and SMART goals is essential to achieving balance. Here are three steps you can take to ensure effectiveness:

1. Develop a Calendar
   • Having a content calendar helps plan and schedule posts in advance. This ensures that you have regular content posted while you still have the flexibility to create content relevant to events, holidays, or industry trends. Some brands take the scheduling slightly further. Their community knows the type of content that goes out on certain days of the week. An example would be industry tips on Tuesday or job opportunities on Wednesday. This helps your target audience that might be on your page for only one specific type of content as they know what day to expect it. Developing a content calendar aids in consistency and prevents potential scrambling for content.
2. Utilize Analytics
   • Analytics are vital in any aspect of social media marketing. They provide insights into how your content is performing and how your audience engages with it. When focusing on metrics such as engagement rates, sharing content, and overall views, you can adjust your strategy to meet the needs of your target audience; analytics aid in fine-tuning your social media strategy.
3. Encourage Community Content
   • Content that features your community in the post or allows conversation/feedback from your audience is a powerful way to personalize your brand’s message. Encouraging followers to share experiences, reviews, or creative content ideas relevant to your brand boosts engagement and gives authentic insight into your community’s preferences.

The Value of Appeal

The ultimate goal of consistent and tailored posts is to enhance your brand’s appeal. Creating content consistently that is relevant to your audience builds a connection. It is not just about gaining attention but creating a relationship. The appeal is what bridges the gap between your brand and your audience. It is what transforms audience members into your community of loyal followers. This ensures that your brand’s message and appeal are present and impactful. The value of appeal is the driving force behind consumer engagements, creating trust and loyalty.

 

About the Author

Joseph Scalzo is the Community Engagement Organizer at the National Institute for Social Media and a certified Social Media Strategist. He graduated from California Lutheran University with a Bachelor of Science in Business Marketing. He is attending San Francisco State University where he is a student-athlete playing baseball and working towards getting his second Bachelor in Communication Studies. He has also completed many courses in International Relations.