In our series on Content Marketing, last week we looked at Using Analytics. We touched on how to see what your viewers are looking for, what pages they are viewing, and what content is either keeping them at your site or not. With this information, you can begin to build your Content Marketing Strategy.
Great Content is Customized to Your Audience
Now that you have your customer base and know what they are looking for when they come to your site, you can customize your content accordingly. For most small businesses, the important thing is to remember who your customers are and to make sure that you are sharing information that they are seeking – and, presenting the right information in the right way.
You want to inform your customers of what you have to offer. Don’t forget, they are customers and potential clients, not business peers. They don’t want insider secrets on your business niche, they want to know you are going to be the expert in what they are looking for.
You can use the information you’ve gathered about your customer base to plan your content specifically for your audience. You can share content in a way that your customers are looking for. What you share goes from “How to Build a Website for Your Small Business” to “The Top 10 Things Every Amazing Website Should Have.” Which one do you think is more likely to get your specific target audience to read your content?
Great Content Solves Customer Problems
In creating your content strategy, think of the questions your potential clients may have and focus on the basics. Effective content will address your customers’ issues and help them solve their problems. It provides simple answers to their questions, while building your reputation as the expert in your field. Share the services and features of your business in a way that convinces your customer that you can help them quickly and effectively.
Great Content is Engaging and Calls Customers to Action
Presenting your expertise in a way that involves your customer, draws them in and then inspires them to act is how you provide good content. Make your case interesting, compelling, and tell your customers why it is important to act now. If you leave them with nothing to do with the information you have provided, you are establishing yourself as a resource but not a money-making business. Compel them to use the information you’ve provided and tell them why it is important to have you help them reach their goals with your business.
Next week, we’ll be looking at Content Marketing Part III: Why It’s Important
