Comment utiliser le contenu pour s’adapter à l’évolution des comportements des consommateurs ?

Bolding keywords in your messages. You can check with AB testing whether this is working for your specific audience, but with limited attention span and a lot of messages that are coming to users - it's very valuable to somehow showcase keywords in your message, which users can easily skim and use as influence on their behavior. :)

Just like doctors specialize to treat specific ailments, content should address niches within niches. Segment your audience, understand their unique needs, and craft tailored content for specialized solutions. It's like providing personalized medical advice for better results.

🎯 To create effective content, it’s crucial to know who you’re talking to. Imagine you’re throwing a party – you’d plan it differently for friends vs. colleagues. Similarly, tailor your content for your audience’s needs and interests.

It's not just about knowing their demographics; it's about getting inside their heads, understanding what keeps them up at night and what makes them smile. Surveys, analytics, and social media insights become your best friends in this journey. And when you segment your audience into distinct personas, it's like custom-tailoring content for each of your friends—you speak their language, and they feel like you're reading their minds. That's when your content truly connects and works its magic.

Ya no se usa tan habitualmente como antes, pero daba resultados. Trabajar y crear tu Buyer Persona. Es todo un proceso que te ayuda a definir muy claramente contenido para la audiencia especifica. Contribuye tambien a tu segmentación y seguro que te dara a conocer informacion que por muy obvia, pasamos por altos. Conviene hacer un análisis ordenado y estructurado, no todo caerá en nuestra experiencia.

It's not just about data; it's about being a part of the conversation. Following industry influencers and keeping tabs on discussions in forums and publications is like joining the cool kids' club. You learn what's buzzing and what people are talking about. When you blend this trend-spotting skill with your audience insights, you're not just creating content; you're predicting the future needs and desires of your readers. This keeps your content fresh, engaging, and ahead of the curve.

📈 Just like staying up-to-date with the latest fashion or technology trends, keep an eye on what’s hot in your industry. Knowing the trends helps you create content that resonates with the current interests of your audience.

Remember to look for different types of trends. Political, Social, Cultural, Economic & Tech. As others mentioned, Use Social to follow Key publications, institutions, and Influencers in specific categories to stay up to date.

Here are some ways you can monitor trends in content marketing: ➡️ Read Industry publications: I like Demand Curve, Content Marketing Institute, and The Juice ➡️ Social media: follow industry influencers and thought leaders. ➡️ Search trends: monitor them. This can help you identify emerging trends and topics that your audience is interested in. ➡️ Analytics: Track the performance of your content to identify trends in engagement and traffic. ➡️ Competitor analysis: Use tools to analyze the content marketing strategies of your competitors to identify trends and best practices. 🔸🔸🔸 Hey there 👋, I'm Alyssa. Follow me if you want to learn how to grow your business and brand through storytelling.

Adjust your content strategy based on your research findings. Create content that directly addresses the current needs and interests of your audience. This might involve shifting content formats, topics, or posting frequency.

🧪 Experiment with formats: Think of content formats as different outfits in your wardrobe. You wouldn’t wear the same thing every day, right? Similarly, try various content types like articles, videos, or infographics to keep your audience engaged.

In order to experiment with your content, you need to have resources and time. Don't run things so tightly that you have no means to experiment, or creatives have no room to be creative. Also remember, content experimentation is best done by dedicated specialists who know how to avoid distracting quality issues that will contaminate the results, not by in-house people on a lark who won't really know what they're doing.

Think out of box, Piensa como podrían sorprenderte, ganar tu atencion de una manera nueva, distinta a la habitual. Existen tanta tecnología para innovar y salir de lo cotidiano, incluso la forma de usar los medios de comunicacion. Creo que necesitamos posicionarnos en el sillon de la audiencia, mirando desde un nuevo punto de vista.

Insight: Match the right format to the right medium/platform. While exploring various formats, it's very important to match the right/best-performing format to each of the mediums/platforms. Utilize the unique capabilities, features and role of each platform to drive engagement for your content.

📱 Mobile devices are the go-to for many. Think of your content as a mobile-friendly app – it needs to look great and load fast on smartphones to ensure a seamless user experience.

Be Mobile-First: Don't optimize for Mobile, Design for mobile experience. It's a mindset shift to design your content keeping the mobile experience in mind. How your customers view the content, how they interact and what's their need in the moment.

Si bien el opinar o comprar desde una computadora o dispositivo movil es cómodo y hasta puede resultar placentero, la optimización de los dipositivos moviles da la oportunidad de alcanzar distintos mercados y audiencias. La edad en los celulares hoy en dia no es limitativa. Incluso crean la cultura del ahorro y trabajo a traves de un juego, donde despues puedes comprar. Si estas en un lugar donde no hablas el idioma o no tienes dinero efectivo, seguro que podras pedir algo a traves de tu celular.

In an increasingly polarised world, every piece of content you create is going to piss someone off, called tone-deaf, or blasphemous while simultaneously being applauded by some others. Intolerance is always expressed more strongly than tolerance or enjoyment of the content. 1. It is important to firstly continually invest in knowing your brand's values in a world that is leaning more and more on definitions. 2. Then test that content on a diverse audience, could be employees or a special group set up just for this purpose to iron out insensitivities. 3. Know your legal rights and stand by your stance even if it feels against the tide. 4. Content does not trump business or human safety. If the world is not ready, pick your battles well.

🌟 Just as your friends share your values, your content should reflect your brand’s principles. This alignment creates a more authentic connection with your audience, just like spending time with like-minded people.

Something that can often be forgotten in content creation is that authentic content which is true to your views is more than likely a more relatable and more enjoyable read than content which is simply made for a purpose. Balancing sending the message you’re intending to push and maintaining these views can be difficult but can go hand in hand and create trust between a site and a reader. This balance can be achieved simply through the inclusion of a couple of sentences, it doesn’t have to be anything too drastic, but this can still create the desired effect.

Jumping on trend and creating content just for the sake of it can do more harm then good. Understanding what is important to your brand vision and reaching out to your audience accordingly makes all the difference - ultimately we want our diverse audiences to feel included.

Como sociedad estamos buscando vivir conforme a valores, es por ello que cuando un refresco de cola hace una donacion, o nos muestra una familia feliz comiendo y bebiendo su producto, nos sentimos identificados. Las marcas haran lo que sea por vender, bueno,inclusive el vendedor hara todo por vender su producto. En el dia a dia conoceremos los valores y la mision de una marca, por ejemplo el trato de un empleado de la marca BIMBO, para mi trasmite toda la cadena de valor de esa compañia. Convivamos con la marca y veamos sus valores, recuerda que subsiste por tu preferencia

To simplify this, here's how you will never be outdated with your content and always be up-to-date with consumers' changing behaviours. Be real and yourself. Because, in the end, the content is coming from a person, too, right? That means you are changing too if others are. So communicate like a person. There's a reason why experts say people are trusting and buying from people more than brands. Because they have found a gap between brands being personal vs people being personal. Consumers know people understand one another, and their changing preferences better, but brands won't, they seem selfish. So make yourself vulnerable by showing your personal real self and your content will always be up-to-date.

Always check the latest changes and emergence of new technologies and prepare yourself for them. Currently, AR and VR technologies are becoming a widely used tool in people's daily lives; What do you plan to use them in your content strategy? What about the Metaverse? How well have you prepared yourself to be present in this newly emerging space? What is your content plan to be present in this metavari world?

An underrated skill in adapting content to changing consumer behaviors is Empathetic Storytelling. While data and analytics are crucial, truly understanding your audience's shifting emotions, fears, aspirations, and values can be a game-changer. Crafting stories that resonate on a personal level, empathizing with their evolving needs and concerns, can bridge the gap between your brand and consumers. It's like becoming a master storyteller who speaks directly to the hearts of your audience, keeping them engaged and loyal amidst changing tides.

To adapt to changing consumer behavior, leveraging interactive content can be highly beneficial. Interactive content allows businesses to actively engage with their audience, gather valuable insights, and personalize the consumer experience. By incorporating interactive elements such as quizzes, polls, and surveys, businesses can encourage active participation, capture attention, and gather data simultaneously. This not only helps in understanding consumer preferences but also enables businesses to tailor their content to meet the evolving needs of their audience. Interactive content fosters a sense of involvement, creates a memorable experience, and ultimately strengthens the relationship between businesses and consumers.

Find out what their preferred method of communication is and consider how it’ll change as they age and as they follow your customer journey & lifecycle.