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BusinessBuzz is a business blog that features content written by faculty, staff and students from Grand Canyon University’s Colangelo College of Business. In addition to profiles about events, students and faculty on campus, you’ll also find great resources for online students or anyone interested in attending business school. Learn about the modern business landscape, and how business today continues to grow and evolve to meet the needs of organizations and consumers in the 21st century. Check in every week for the latest news from the business community and around GCU.
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Category: Marketing
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Content marketing has become a major buzzword within digital marketing and for good reason. It is through content marketing that businesses are able to amplify their content and raise brand awareness. The most effective content marketing campaigns start with a strategy that outlines goals, voice, style and ideation, but most importantly it addresses the audience. That leads to two important principles:

  • Great content marketing means knowing the audience.
  • Knowing the audience means listening to them.

How to Listen to Your Audience

Content is defined as anything that communicates a message to the target audience, such as articles, landing pages, social media posts, videos, images and podcasts. These are all effective ways to reach prospects and customers. However, without knowing what the audience wants or needs, there is a risk of focusing on topics that they just don’t care about.

Below are ways to determine what the audience cares about through listening:

1. Engage with Existing Customers

One of the best ways to understand topics customers are interested in is to engage with them. Focus groups, surveys and interviews will provide insight into customers’ desires, needs and even concerns or fears. In addition, customer service and sales departments are great resources regarding current customers. Find out how customers describe their situations and problems. Those are all possible topics that can be developed and promoted through content marketing.

2. Use Social Listening Tools

There are many tools available that make it possible to listen to potential customers in a non-intrusive way and most involve social media. Social media makes it possible to discover what people are talking about and how they are saying it, not to mention their feelings and opinions. Social Mention, BuzzSumo and Mention are some of the many tools that aggregate discussions about topics, competitors, brands and industries. These tools provide a real-time view of what customers are sharing and discussing, which can be incorporated into content development.

3. Move from Listening to Understanding

After listening to the target audience, the final step is applying that knowledge. With the new-found information, there are now solid answers to such questions as: “What does the audience want or need?” “What do they expect?” “How can the business help solve their problems?” “What are the objectives of the content?” Knowing the answers to these questions result in content that resonates with the audience.

In addition to identifying appropriate content topics, listening also uncovers how and where the content should be delivered. For example, some people prefer watching videos while others prefer reading articles. Determining the way in which the content will be developed, as well as where it will be located (i.e. YouTube, company website, iTunes, Instagram, etc.), is critical. This type of information can be uncovered while researching and listening to the audience.

Wrap Up

Digital marketers must take the time to listen and closely recognize what the audience is trying to communicate. That means taking the time to see the world through customers’ eyes. Every message that is created and amplified must show empathy and an understanding of the target audience. That is how content today stands out from the thousands of messages customers are bombarded with in the digital world.

To learn more about how Grand Canyon University’s Colangelo College of Business provides leaders with the best ideas about how to best support their employees, visit our website or click the Request More Information Button on this page.

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Storytelling is a major piece of many brands’ content marketing plans. Storytelling helps give brands an identity and draw customers in. The emotional connection developed through story helps bring customers back.

Stories remind people of childhood. They can get lost in the hero’s journey and the ride the wave of imagination. All cultures celebrate stories. They are a universal language of connection. Stories share messages. Young children learn morals and values through fables and fairy tales. People have experience with storytelling as a way to share knowledge. This makes it the ultimate marketing tool.

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The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.”

From this definition, it is clear that trends in content marketing are constantly evolving based on a number of factors. First, as the interests of audiences change, so too must the marketing. Content marketers must meet the people where they are, which means changing platforms and presentation strategies as often as necessary. In addition, valuable and relevant content needs to change with the times. Different types of media go out of fashion quickly. Businesses with strong content marketing keep their pulses on how people want content delivered.

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By Amanda Ronan
Contributor

Content is key these days, and behind all that content is the rock star marketer.

There are a number of reasons why marketing is so important. A few include building brand awareness, increasing sales and engaging customers. Modern businesses would be stuck in the Dark Ages without the latest marketing techniques. Check out these tips on how to be a marketer!

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Are you interested in topics like marketing principles, strategic management and the elements of advertising? If so, then consider earning Grand Canyon University’s Bachelor of Science in Marketing. Offered through the Colangelo College of Business, this degree program can put you on a path toward a rewarding career in marketing and prepare you to compete for entry-level positions in brand management and corporate marketing. Are you unsure if a career in marketing is right for you? If so, then look for the following signs:

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Grand Canyon University’s Master of Business Administration (MBA) with an Emphasis in Marketing can provide you with the skills that you need to compete for corporate positions in advertising and branding. This online MBA in marketing program is offered by the Colangelo College of Business and incorporates scholarly research and technology that can foster your creativity and encourage ethical practice in your work. If you are considering this program, then continue reading to learn what signs mean you might enjoy a career.

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