Maybe you’ve been given the advice that you need to be churning out more content. I mean, we give that advice to our clients (and to ourselves) aaaaaalll the time! But creating content for content’s sake is a waste of time and resources. How can you not only create content that will help your business gain traction in your search rankings by improving your SEO with long-tail keywords but also create content your audience truly wants to consume? Content that will attract more of your ideal customers to you and yes, even increase your leads?
“Content Marketing is educational.
It’s not about the products the company sells.” – Michele Linn
When we talk content we are usually speaking about blog posts, however, content comes in many many forms.
Video, social media posts, ebooks, case studies, infographics, etc. What type of content do your customers consume the most and where do they go to consume it?
When you create any type of content, the key is to know your customers. It’s a good thing you’ve already done the work to create your buyer persona! When you know who your customers are, what they want, and their pain points, you will be able to create the kind of content that will resonate with them. Understanding your buyer persona will not only help you identify your ideal customer, but also give you the type of content to produce, where to publish it, and the type of messaging to use.
Customers will come to your products or services because they solve a problem. Rather than focusing on the features of your products and services, your content should speak to their pain point. Address it as a problem and offer advice to solve it.
Let’s see some examples:
Moz is an SEO software that tracks keywords, SEO rankings, and backlinks, among other things. For years, they have put out a video series and blog post called Whiteboard Fridays. This series speaks to SEO professionals who are their ideal clients. They focus on one problem, talk through it in front of a whiteboard with visual aids, and transcribe the entire video as a blog post. Not only does this speak to their ideal customers, but they focus on helping and not selling in each video. This shows them as a valuable resource in the SEO community and a major authority in their space.
Birch Box was one of the first subscription box companies and grew rapidly with some major content. Birch Box delivers beauty product samples to their customers each month, and their content is all-around health and beauty. Tutorials on makeup application and skincare are very aligned with their audience. Their YouTube channel has playlists like, “Teach me how to” and “Quick and easy beauty tips”. Their customers are always looking for tips, and so their Pinterest game is on point as well, with over 1.8 million monthly viewers.
The focus should be helping your ideal customer solve a problem. This lets your customer know you care more about helping them rather than just making a sale. In addition, the knowledge you share will position you as an expert in your industry and as a valuable resource. That means that when people need information or products in that area, they’ll be more likely to turn to your company first.
When you create content, don’t be stingy with what you share, and don’t be too concerned with giving away so much that you will lose a sale. Most likely, there will be some self-starters who will be able to help themselves and aren’t really looking to hire someone anyway. Remember you are the expert here. While, yes some people will be able to do some of the things you provide solutions to themselves, it won’t be at your skill level. We share an awful lot about marketing, SEO, content, and design here on our website. Does that mean that people stop coming to us for those services? Heck no! Rather, it allows people, both those looking to hire and those looking to DIY, to see Odd Dog as an authority in the space. Those looking to hire inquire within and those looking to DIY recognize our expertise, take a mental note, and will likely use us as a resource if they run into anything outside of their skill set.
Showing up regularly is a key factor in developing and building trust. Consistency can look like three posts a week or two posts a month. Just show up and continue to show up. Remember content is a way to foster a positive customer relationship. When you post frequently, including the kind of information your customers need, you’ll be able to strengthen that relationship over time.
When you create content, it’s important to remember to enjoy the process. If you have fun creating content, your audience will recognize that when they see it. You should maintain your brand personality, but your content doesn’t have to be stiff. Content marketing can be used to encourage conversations and build a positive relationship with your customers. Your customers get to know your brand a little better, and they can relate to your company on a deeper level.
Whether you’re new to content marketing or you want to take your business marketing to the next level, the right content can make a big difference to your customers. The more you get to know your customers and write content that appeals to their needs and problems, the easier it will be to build positive customer relationships, draw new customers to your business, and show that there are humans behind your business. These tips can help get you on the right track in creating content and, before you know it, you’ll be exceeding your business goals and objectives!
Need help creating a content strategy that speaks to your ideal customer? Drop us a line! We’re happy to help.