Content marketing has grown up—nearly every size company in every industry is using content. As a result, there’s a lot of content out there. But although much of that content features good writing and nice design, it tends to be shallow and similar to what’s already been published. Which is why companies (and the marketing agencies creating content for them) just aren’t seeing the results they want to see.
If your goal is to generate leads and conversions, you’re going to have to go deeper. Here are four steps to the type of content that attracts interests.
1. Know your audience.
As a marketer, you know the importance of developing personas. But to create high-quality content that gets the attention of your audience, you have to have a complete understanding of that audience, beyond the typical data included in persona profiles. You need to get a clear picture not only of their demographics and their concerns and pain points, but also how much they already know about those needs and the topics you’re writing about. You need to know this audience like you know a close friend. How can you gain this level of knowledge?
- Check out your audience’s social media pages and groups, and watch for how they describe their frustrations as well as things they get excited about.
- Look at the case studies of your competitors or other companies targeting the same audience for information on shared pain points.
- Interview individuals within your audience, asking questions like the following:
- When did you realize you needed help with [the problem your product or service solves]?
- Tell me more about that problem—how it manifests itself in your work week/life.
- What do you look for in a product/service provider?
- What’s your typical method of researching potential products/service providers?
- What websites do you use on a regular basis?
- What social media platforms are you active on?
- What publications do you read?
- How do you prefer to learn information? Webinars, podcasts, eBooks, blogs, videos, one-sheet PDFs, infographics?
- Survey your email list with the same types of questions as those listed above.
One-on-one interviews are the most valuable technique in that list. They take time, but the information you’ll learn is gold. People communicate more effectively over the phone than they do via surveys, and you’ll discover nuances you would never have found otherwise, including how they phrase what’s important to them and the terminology they use.
2. Decide your objectives.
What do you hope that your audience will do when they consume your content? You understand the importance of strategy, but it’s easy to gloss over when you’re on a deadline and you have deliverables due.
Before you start creating content, outline your objectives. Which part of the funnel do you want this content piece to address? Is the purpose to build the brand, create thought leadership, or trigger an action? The process of deciding your objectives will give you clarity that will result in a better piece of content that has a much higher likelihood of achieving success. As the old saying goes, “You’ll never reach your destination if you Go to the full article.
Source:: Business 2 Community