Let’s assume you’ve tackled the two crucial, yet most difficult parts of marketing: 1) determining your target audience and 2) the best ways to reach them. Now what? It’s time to strengthen your brand and earn consumers’ trust through consistent reliable content. Here are a few ideas on how to meaningfully engage your target audience.

What is the most common issue or question in your field? What do you wish consumers knew, and how can you best inform their purchasing decision? Provide various solutions (and be precise), but don’t rely on an all-out sales pitch. Your audience is likely not receptive to a “hard sell” or self-promotional content while they are in the deliberation phase. Educate your target consumer and become a trustworthy source of information.

Think of your business as a real person and become that person through the content you present. Show your personality; what do you like? What wisdom do you have to share? Work that into your content to solidify your branding image.

Your audience is looking for high-level advice that they can only get from an expert in your field. Make their time worthwhile and give them tips and tricks, how-tos and valuable insight that only you can give. When East Fishkill Living’s expert contributors need an idea for a bylined article, I always ask them to identify the most-often asked questions they get in their field. Share those answers. When you share your expertise, giving something away for free, your audience will keep coming to you for more and will be more likely to buy.

Consumers are bombarded with an extraordinary amount of content every day thanks to social media. That’s why the best way to engage with your target audience is by creating original, useful content – and doing so consistently. Provide unique, engaging material that is not only relevant to your consumers’ needs but also reflects your brand’s purpose.