It's no secret that content marketing is one of the top weapons used in marketing today.
Content is a great tool to use to attract, convert, close, and delight your potential and existing customers when used correctly.
When creating content you there are a few things to keep in mind:
The ultimate goal behind content creation is producing information that is useful and beneficial for your business's target audience.
Identifying with your target audience, their struggles, interests, and goals is essential.
Take the time to know your target audience, and then produce content around that knowledge, but also for the different phases of the buyer's journey (awareness, consideration, and decision) that they are in.
Here are some examples of content to produce in the different stages:
You want your content to attract leads, not drive them away.
When writing, keep your content focused on educating the reader in an area they are interested or need help in, especially in your awareness and consideration stage content.
Let your goal be to inform your readers on how to solve their problems and who they can turn to for help.
Focus on helping solve the readers problems, and then point them in the right direction.
Part of teaching and making sure your potential clients are clear on what you are saying and receiving value, is to make sure you don't follow rabbit trails!
Your content should have a clear and concise direction in which it is going for every stage of the buyer's journey.
What is your main point?
What are you trying to inform your readers about?
The intention behind your content should not be a mystery to your readers.
If you have multiple side points, try writing a separate article or offer, and then link it in with your original post.
Then, if the reader is interested in the extra information they can then follow the link to it.
You may be thinking "how do I identify what to write for my target audience for each stage of the buyer's journey?"
If you do not have a solid grasp on who your buyers are, the best place to start is through current client research.
You can conduct research by having current clients fill out surveys and answer questions that will enable you to find common trends amongst data and ultimately give you a more intimate understanding of who your buyers are.
Here are couple of questions to ask current clients to help you figure out their thought processes during each stage of the buyer's journey:
Having your current clients answer these questions will give you a firmer idea of who your potential clients are going to be and trends to look for.
Writing content for each stage of the buyer's journey will increase your chances of converting visitors into leads and closing those leads into customers!