To connect with target audiences online, you need great content – text and media. Search engine rank depends on optimized content and social engagement is fueled by shareable content. Understanding what content to provide is easy as long as you stay focused on what your customers or other target audience wants.
To provide great content, you need to know who you want to engage with and what that audience wants. Does you audience want information? Entertainment? Insights?
Great content marries what your target audience wants with what you have to offer. It does no good for you to, for example, help people understand how to fix things in their home if your business has nothing at all to do with that realm. If, on the other hand, you sell household related items, sell real estate, etc. this might be the perfect content to offer.
Let the content roll. Keep your eyes on the overall impact of your content. No piece of content is perfect in the eyes of every stakeholder. As long as you keep the focus on themes that are relevant to your target audience and to you, you will be engaging more often than not.
Generating content is not enough. You must create content that the people you want to engage with will relate to, share, and enjoy. Stop worrying about over optimizing or trying to please everyone. As long as you know how each piece of content contributes to the needs of your target stakeholder, you are right on target.