I’m not the most observant person, but even I know that there’s major confusion over what women really want. In fact, there have been star-studded movies, lengthy blogs, and general banter surrounding this apparent conundrum. The fact of the matter is women really aren’t that confusing, but sometimes reaching them with content can be. Let’s take a look at some interesting facts.
Women Have the Power
As Elizabeth pointed out, more women are taking advantage of mobile shopping and are the largest users of social media. According to recent statistics, 85% of all brand purchases are made by women. To add to the importance of reaching women with your content, predictions state that women will control 2/3 of consumer wealth in the United States within the next ten years. Long story short, women are a large part of your audience. Create content for women by keeping these four important tips in mind.
Tip #1: Avoid Stereotypes
When creating content for women, the most important thing to remember is all women are not created equal. Before the backlash comes from that statement, let me clarify. Not every woman is a mom, a teacher, or a great cook. Similarly, not every woman is heterosexual, shops a lot, or knows the best way to clean a stained shirt. As Beans mentioned, women sometimes get put into a variety of stereotypes. The key to avoiding a content marketing mushroom cloud is having a clear vision of your target audience and their likes and dislikes. Don’t rely on society’s preconceived notions of who women are or what they want when creating content.
Tip #2: Avoid Intrusive Advertising
First thing’s first: If your content is a blatant sales pitch, you’re doing it wrong. Content marketing is all about creating relevant and engaging content that increases brand awareness, authority, and leads to sales. Content marketing is not the same as advertising. Avoid intrusive advertising tactics that will scare women away by choosing to give women control of how and when they access your content.
Tip #3: Be Practical and Insightful
We’ve already determined that women hold a significant portion of buying power in the United States. That being said, women have become experts at wading through mediocre content and products. Women absorb content that is insightful and relevant to their lives. Add facts, solutions, and helpful information to your content to hold your female readers’ attention.
Tip #4: Focus on Strengths
Scare tactics are passé – and women know it. Women spend their lives focusing on their strengths to overcome a myriad of challenges. What more women want to see in content marketing is a focus on their strengths as women, instead of a play on their perceived weaknesses.
A Prediction for Business Owners
Content marketing is a powerful tool that helps spread the word about your business, generates leads, and creates sales. In 2014, my guess is that the number of women consumers will increase and more women will make purchase decisions based upon a brand’s content. Capture the attention of women with your content by focusing on your brand’s benefits and weaving these into your copy. Add value to your female readers’ lives by incorporating insightful hints, tips, tools, and top notch information into your content.
How do you grab the attention of your female audience?
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