When virtually all of your customers are spending their waking hours reading, searching for, and sharing content online, it makes total sense for you to write and publish content online. So how can you create content that works hard for your business while bringing in leads and customers? Visit a Q&A website like Quora and type in the keywords related to your trade. #3 Provide the right solution Now that you know what keeps your customers up at night, you need to provide them with the “medicine” for their pain. If you are an expert in the business (which I’m sure many of you are), all you need to do is to write down the steps to solving the problem. The best forms of CTAs are matched to your audience’s readiness to act and the type of content that you provide. How should you share and promote your content? For important pieces, you may wish to invest a small sum to boost your content on Facebook, LinkedIn, or content syndication networks like Outbrain. Common indicators used include views, visitors, shares (on social media), leads generated, downloads and other metrics. How long does your content continue to bring in visitors – a few days, a week, a month, or longer?
What is the greatest marketing challenge in the digital age?
For many entrepreneurs and small business owners, it lies in creating content profitably and sustainably over the long haul.
When virtually all of your customers are spending their waking hours reading, searching for, and sharing content online, it makes total sense for you to write and publish content online.
However, writing content to market your products or services online isn’t quite the same as copywriting for an ad. On the contrary, online content should be focused on helping your targeted customers to solve their problems, achieve their goals, and improve the quality of their lives or work.
So how can you create content that works hard for your business while bringing in leads and customers?
#1 Begin with your customer
Start with a detailed customer profile. Fill it up with demographic, psychographic, and behavioral details such as the following:
- Age, gender, profession, income, housing type (demographics)
- Interests, hobbies, attitudes, and beliefs (psychographics)
- Online behaviors, for example, their preferred social network, content types (video, text, audio), frequency, and duration.
- Purchase behaviors, for example, budget, the frequency of purchases, and service expectations.
A customer profile provides you with a deeper understanding of who your customers are, what they want, and how they behave. Such information informs and guides your content writing process and makes your brand more relevant and empathetic to your customers.
#2 Zoom in on their biggest pain points
Once you’ve got their details, you need to identify their “itch that needs to be scratched.”
To discover your customers’ biggest problems, consider the following:
- Lunch with your colleagues handling customer service. They will probably have a ton of stories to share with you!
- Use keyword research tools like SEMRush, Google AdWords Keyword Planner, or keyword.io to find out what people are searching for.
- Check out your company’s reviews on Google or Facebook, and get ready to take notes from the one and two-star reviews.
- Go to an online forum specific to your trade, and learn which discussion threads have the highest number of responses.
- Visit a Q&A website like Quora and type in the keywords related to your trade.
#3 Provide the right solution
Now that you know what keeps your customers up at night, you need to provide them with the “medicine” for their pain.
If you are an expert in the business (which I’m sure many of you are), all you need to do is to write down the steps to solving the problem. If you aren’t, you can use search engines…
COMMENTS