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Mike Lieberman, CEO and Chief Revenue ScientistMon, Oct 23, 2017 6 min read

Is Your Content Marketing A Step Ahead Of The Pack?


Drive More Leads And Fuel Your Revenue Generation With A Buyer-Focused Content Marketing Strategy


These days, it seems like everyone is doing content marketing to cash in on buyers’ internet purchasing behavior. With all the competition out there, you need to differentiate your content to win your share of leads and generate more revenue.

Take an honest look at your content, and ask yourself a few questions. Are you writing directly to your buyers? Are you addressing the pains they feel on a daily basis? Does your content target prospects at each stage of the buyer journey?

There’s no replacement for well-written content that’s hyper-focused on your buyers. You can have the most convincing argument in the world for why your product or service is the best choice in the market, but you’re not going to drive a steady stream of leads if your buyers don’t see their specific needs addressed in your content.

It sounds easy in theory when you say you’re going to start focusing more on your buyers. But you should actually be following a strategy that begins way before you sit down to write a content offer. Let’s dive into how you can make your content more effective and generate more leads with a buyer-focused content marketing strategy.

Get To Know Your Buyers With Persona Research

Let’s say you were going to reach out personally to a potential big-ticket customer and pitch your product or service. First, you’d want to learn a little bit about the customer.

Checklist: Applying Buyer Persona Insights: Download My ChecklistTo start with, you should know which individual at the company to speak with and that person’s title. You need to understand what challenges the persona deals with on a daily basis so you can position your product or service as a solution.

Going deeper, map out the questions your persona has at each stage of the buyer journey. You would speak to buyers differently when they’re just becoming aware of a problem versus when they’re considering a solution or when they’re ready to make a purchasing decision.

This is work you need to do before you even think about your content topics. You’re probably eager to start writing and get the leads flowing. As much as you may want immediate revenue, you need to stop and get your strategy straight – or you’re only going to waste your efforts with ineffective content.

Target Keyword Research To Buyers’ Questions

Great, you’ve learned about your personas and are ready to move on to keyword research. All that persona work is going to be useful in picking out which keywords will bring in buyers through search engines.

Using tools like HubSpot, Moz, Screaming Frog, SpyFu and Google Search Console, develop a list of about 700 to 1,000 keywords based on what your buyers are searching for. Here’s a hint: The keywords should not just be synonyms for the product or service you sell.

Keywords should answer questions your prospects have and address their pains.

Try to come up with a solid list of keywords for each stage of the buyer journey. You want to capture buyers who are just beginning to search for a solution as much as those who are ready to buy. If you put the work in to move all potential buyers down the sales funnel, that’s more revenue in your pocket.

Write About Content Topics That Solve Buyers’ Pains

No one is visiting your website to learn about how great you are. As exceptional as your company may be, buyers are interested in one thing when they read your content, and that’s how they can make a meaningful improvement for their business or in their personal life.

When you develop your content marketing strategy, think about how you can offer value to buyers. You may be able to educate them on a subject or introduce them to a new solution. Use your persona research to think of content targeted to the specific people you want to reach. Then, use your keyword research to identify topics those people truly want to learn about.

Now you’re prepared to write content that converts. A buyer-focused content strategy will outperform your competitors’ self-interested content any day of the week. The best part is that when you get search traffic for your keywords, you start to generate more leads and the momentum picks up, you turn your content marketing into a well-oiled revenue machine. From there on, it’s maintenance.

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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.