Content creation is one of the most significant aspects of inbound marketing. It’s imperative that your content appeals to your desired audience, which is why it’s crucial to prepare a powerful content strategy.
Having a front-end content strategy will ensure that what you’re writing is geared towards the right audience. The first question you need to ask yourself is what type of content does your target audience need most?
Here are four steps you can take to ensure your content strategy is top-notch.
1. Identify Your Buyer Persona
Consumers use the internet to look for information before they buy. Your job is to provide them with that information so they understand your business and feel comfortable buying from you. Before you know what kind of quality content you need to write that will appeal to your target customers, you have to have a clear image of who your audience is.
To do this, you must identify your buyer persona.
Buyer personas are fictionalized, generalizations of your ideal customer. To start, you will create a profile that includes everything about your ideal customer: their age, goals, education, motivations, hobbies, and behaviour. Try to pack as much detail as you can into these profiles, as they will come in handy when you’re creating content.
If you’re having trouble coming up with a buyer persona for your company, look through your contacts database and find trends. If most of your contacts found you via social media, you have an important piece of information on how your buyer persona finds and consumes your content.
The best way to create an accurate buyer persona, and in turn create applicable content, is to talk to your customers and prospects in person or over the phone. That way, you can get to know what they like about your product or service, and what they’re looking for in the future.
2. Create Quality Content
Once you have the information you need about who your target customers are, the next step is creating quality content they want to read.
Brainstorm a list of keywords that your audience will most likely search, and scatter them throughout your blog posts and social media. By diversifying the type of content you post, your website will become more engaging and will have a greater reach, with more of your potential prospects seeing your content. Consider not only writing text blog posts, butalso infographics, ebooks, white papers, videos, and advanced guides.
Even the tone of your writing should correlate to your buyer persona. Choosing to write in either a casual way, or a more professional tone depends on your buyer persona.
3. Decide How You Will Share Your Content
You have quality content that is geared towards your buyer persona, now what? It’s not enough to just have great content—you need to market it.
You want your content to have a far reach, but you also have to ensure that your target audience is seeing your updates and posts. Consider where your prospects are spending their time online and what social media network they prefer, and then share your content on these platforms. Once you figure out where your buyer persona’s internet stomping grounds are, you can focus your efforts on having an engaging presence on that platform.
The last step to creating a content strategy that works is using analytics to review your data. Pay attention to topics that get lots of attention, either through click-through rates or shares, and focus on making more content in a similar vein. Use the data at your disposal to tweak your content strategy and improve on areas that aren’t getting much attention. If your content is consistently not working, you might have to change your writing style or tone, or go back to your buyer persona and do an overhaul.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.