The Only Way to Quickly Build an Audience Is to Create

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conversions. Get the right hires, but don't rely exclusively on full-time internal employees. Don't be afraid to go big. RELATED CONTENT AT HAND: How Adidas Creates Moments of Relevance Talk to the right people about the right things Choosing the right audience and topic for a branded post is crucial, both for its early success and its ability to drive business results. Monica insists that you want a topic that is communicated at a high enough level to reach a wider audience, but it also needs to be something your brand can talk about with authority.

Choosing the right audience and topic for a branded post is crucial, says monicalnorton. CMWorld Click to tweet “Relationships are something we talk about at Zendesk,” she says. With Relate, “we were looking for areas where we Country Email List could move away from customer service to elevate the conversation, but something where we still felt we had authority on the subject, such as managing important relationships between your colleagues and your customers and partners. We cover everything except romance. It's on you. The key is to find a topic beyond your brand and what you sell, but still within the realm of your product. Otherwise, there is a disconnect.

Zendesk, for example, would not publish on the subject of marketing. Audience members familiar with the brand would be confused, and the content would not appeal to an audience that might one day become users of its customer service software. Monica says a well- Focused topic also helps content teams position themselves internally, because it's easier for employees outside of the content marketing team to understand how the post fits into the goals of the organization.