Compelling content has several benefits for any business. You can showcase your expertise in your field and show your customers just how talented and informed you are in the subject. You can also help customers along their buyer’s journey, whether it is by answering a broad question or giving a very detailed explanation on how your product works.
Content is a great way to entice customers and bring them to your site. And it is possible to do so when you follow the latest content marketing trends and implement them on your website. It also helps you to continuously develop and market your business site better. With the help of effective marketing efforts, the chances of your business achieving higher conversions, sales volumes, and website traffic could be increased greatly.
In short, you need content if you are to survive in the online world, so use these five steps to start creating compelling content for your brand:
Know Your Buyer’s Personas
All customers will come to you with a different reason to buy from you or hire your service. Know these reasons, so you can create content that appeals to them individually. You will need to work collaboratively with everyone on your staff and use additional measures like surveys to help collect the most common buyer’s personas for this purpose.
Create a Brand Identity
Your brand identity is so important when it comes to creating content. All content should be created with a familiar flair. It is how customers will recognize you no matter where they encounter you. Writing style isn’t the only way to do this. Marketing materials, font, and branding all play a part so think strategically to create a uniform brand approach to your content.
Create Content for Each Stage of the Buyer’s Journey
You can learn more in 5 Content Marketing Guidelines to Create a Full Inbound Funnel but creating content for the sake of content is not enough. Your content needs a strategy, and specifically must be targeted towards buyers at every single stage of the buying journey. From awareness, to consideration, all the way to the decision stages. The content you produce could help compel customers and offer them additional value that makes you the best choice over a competitor.
Know the buying stages of the inbound marketing funnel, the type of content that suits each stage best, and cater it to your brand and your customers. Only when the content you provide is high in value, and geared towards your customers’ needs, will you see an increase in your ROI.
Make it Easy and Fun to Engage with Your Content
Your content should be fun to engage with. This means it should be easy to read, easier to skim through, and just a joy to engage with. Think multi-media content in particular. Video is huge, but written content also has its uses. Invest in a variety of content from infographics all the way to interactive quizzes to really capture your customers.
Content Should Give Your Customers Reasons to Return
If you want to make a sale, and especially if you want to enjoy return business, you must give your customers reasons to return. Some brands do this just be turning over their stock on practically a weekly basis, but most businesses don’t have this luxury. Instead, you can create content. Create guides, inspire, inform, and update those who have signed up to your newsletter to provide them with additional value. They’ll see you more often, trust you implicitly, and naturally be inclined to buy or hire from you again.
