What’s Trending: Are You Really Focused on Your Audience?

April 7, 2017

Audience at a Rock Concert

Sometimes marketing seems like a performance. We’re on the stage, giving the audience what we believe they want, but they’re hidden in shadow behind the blinding lights pointed at our brand. For most marketers, audience interaction comes after the performance, by seeing how they share, comment, and convert.

It’s time to turn up the house lights and engage with our audience instead of performing for them. We have the data we need to see past the edge of the stage. Better yet, we have the tools to step off the stage and onto the dance floor.

This week’s roundup features resources that will help you get up close and personal with your audience. You will learn how to invite an audience to participate in your storytelling, find out what consumers think about the latest marketing trends, and more.

What’s Trending in Marketing This Week:

1. How Breaking the Fourth Wall Sparks Great Storytelling

Are you talking at your audience, or with them? Storyteller, author, and speaker Kathy Klotz-Guest offers fun and simple ways you can invite your audience into your brand’s story.

2. Constant Content: The Silver Bullet for Failing Content Marketing Strategy

Break out of the campaign mindset and shift to a continuous output guided by an overarching strategy with this guide from Zazzle Media Founder Simon Penson.

3. The Future of Content Marketing – 3 Predictions You Need to Know

Marketing Insider Group CEO Michael Brenner offers a twist on the standard predictions post, diving into brand-built communities, live video, and “fourth-dimensional” customer journey mapping.

4. How do Consumers Really Feel about 2017’s Digital Trends?

This infographic is the perfect companion piece to any article on trends. We know what marketers are focusing on, but do our priorities match what our audience wants? Joel Stein from Code Computerlove presents the infographic.

5. How to Optimize Content for Both Search and Social

When SEO, social media, and great content meet, magic can happen. Orbit Media Studios Co-Founder Andy Crestodina explains how to sync up your efforts across the three disciplines to maximize your content’s visibility.

6. Social Media Micro-Influencers: What Are They and Where Do You Find Them?

You don’t need Beyoncé-level celebrities to have a successful influencer program. Marketing consultant Lilach Bullock explains how you can identify and engage influencers who have a smaller following but more sway with your target audience.

7.  Why You Need Content Strategy Before Editorial Planning

Brain Traffic Lead Content Strategist Meghan Casey explains the difference between an editorial plan and a content strategy, why the latter should come first, and how to develop a content strategy.

8. 4 Big Mistakes You Might Be Making with Your Marketing Personas

Learn how to make your personas more accurate and more useful throughout your organization with these tips from Marketo’s Hally Pinaud.

9. How to Write Social Media Content People Actually Want to Share

Take a deep dive into the tactics that create sharable content in this long-form article from Post Planner CMO Rebekah Radice.

10. The Agile Marketing Journey

Take a voyage through the marketing planning and implementation solar system with this colorful SlideShare from DK New Media CEO Douglas Karr.

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