Content marketing is a complicated trick. You can't just come up with some blog or some TIkTok video, and call it "content". You have to find what ticks, and what doesn't.
Now, a report found that there's a significant disconnect between what consumers want to see from brands, and what these brands actually post. This is a problem because it highlights that marketers often don't listen to what customers actually want.
Know what your audience is interested in.
Marketers have access to a social media page's analytics tools, which then shows data from audience likes and website visitors, and then showing marketers a summary of what their audience is interested in. Social listening is one way to get to know the audience, researching customer talking points, and what makes them tick.
Know what journalists are writing about
Regularly subscribing to email newsletters gives marketers more information to see what kinds of articles are most popular depending on topic data. Content writers can look at what's trending, while following relevant Twitter accounts can show the latest buzz written by notable bloggers and writers.
Know what's relevant to business
Of course, content managers have to write business-relevant stuff, making sure that every content they put in is connected to the business. Every idea should at least roughly talk about the core business.