Good content is the cornerstone of every marketing strategy. It transcends and enhances different channels, whether we are talking about traditional or digital.
While content marketing costs considerably less than traditional advertising, it actually generates three times as many leads, making it an ideal choice for many marketers.
According to a study conducted by the clever minds behind Serpwatch, 47% of buyers tend to view 3-5 pieces of content first before engaging with a sales rep. It is one of the most effective marketing tools that every business should utilize.
But what makes good content? How can you consistently capture the attention of your customers when there are thousands of websites vying for attention?
Create a Customer Persona
The first step in creating good content always comes down to knowing who your customers are and what they want. Remember, you are writing for your audience and not for yourself.
Put yourself in their shoes and try to think from their perspective to get to know your audience and understand their motivations. Ask them essential questions like who they are, what they care about, and what they need. If possible, do interviews to collect more detailed information.
Give Them Something of Value
There’s nothing more attractive to online users than valuable and relevant content that meets their needs. Help solve their problems by creating practical and actionable content. This involves identifying their pain points and providing a solution. You can answer their questions, address their concerns, or educate them about your products or services.
Visitors to your site should come away more knowledgable about your company, not leave empty-handed. In short, it’s important to inform and educate first, then sell later.
Practice Thought Leadership
Let’s face it, customers tend to trust a business more if it is an authority in its industry. One way to do this is to position yourself as a credible source of insight and information. Establish yourself as an authority on a particular subject within your industry through in-depth research and comprehensive content that provides the best answers to your customers’ concerns.
A lot of knowledge and firsthand experience can be gained from people in your business like executives, product managers, salespeople, and even your customers. Encourage them to share their expertise and enrich the customer journey early on.
The best way to help your audience is by providing them with readable and educational content. It should be entertaining, engaging, and useful to potential leads. By creating excellent content, you’ll be able to attract, engage with, and nurture your customers, which can in turn significantly contribute to the success of your business.