We’ve all heard the saying “content is king”, and many marketers rush to produce as many blog posts, articles, or other related content as possible. While content might be king, delivering the right content to the right people at the right time will add value to your customer base. This is done through market research and coming up with a vision for what path you want potential customers to take. Are you putting out content through the right channel? The following sections are four different areas where the right message to the right people will increase the amount of leads coming to your business. Traditional Marketing It’s all about eyeballs. Those companies looking to use traditional ways of marketing through television, radio, or outdoor advertising will need to make sure their target audience will see the ad and remember it. Each company will have a different budget, and this must be taken into consideration when thinking of traditional marketing mediums. Budgets can get consumed by media buys and purchasing space for outdoor advertising. Before any company makes a media buy, there must be extensive research to justify the cost. This research could start by identifying the customer and creating a persona consisting of age, gender, income, personality, and more. During the research process you need to analyze your competitors and to see what they are doing and find the gaps that they’re missing. By knowing your target audience you will be able to cater the correct content at the perfect moment. Online Marketing The rise of online marketing has taken the business world by storm and cut the cost of getting brands recognized. Whether companies are putting their budget into search engine optimization, pay-per-click, or social media advertising, there are always ways to reach your target audience. When it comes to online marketing your business must be aware of the correct ways to implement SEO or it could negatively affect you. There’s nothing worse than using a budget for an online presence only to have Google penalize your website. Pay-per-click ads should resonate with your target audience and encourage them to click your ad. Have the ads been properly optimized through keyword research, search query reports, and budget? If your business is using social media they need to know if their target audience is using Facebook, Instagram, Snapchat, Vine, Twitter, or some other medium. Though the messaging may look different with each online medium, the target audience remains the same and should be optimized for conversion based on the specific online medium. Nurturing Don’t spam. Nobody wants to receive an email or content that they can’t relate to or weren’t expecting. Your business should have the intention of having a positive brand experience with each step through the customer journey. Whether you are nurturing inactive leads, potential clients, or current customers, your business should make sure that the content of each email reflects your brand in a positive light. Each piece of content (white paper, video, infographic, Slide Share, etc.) should be sent out with a purpose and optimized for conversion. Blogging Keeping a current a relevant blog can be challenging at times. It is important to post often and continue to gain followers. This involves staying up-to-date on industry news. Be the source where people can go to get information relating to your specific field. Quality content will go a long way in building your brand by followers who share your content or comment on your articles. No matter what type of marketing you are engaged in, businesses should never forget who their target audience is and how their brand can help the consumer. Each piece of content should provide value, be catered to their needs, and reach them at the perfect time. By keeping your target audience in mind with each piece of content, your business will better develop a campaign the will resonate with the group of people you are trying to reach. Remember, marketing that adds value brings customers that add revenue.