Are you not getting the results that you expected when you create content? Do you wonder if your content is generating any results? Do you have a brand new content marketing strategy in the works?
If you answered yes to any of these questions, then you are probably curious about how to create content your customers will love.
This is a great question that marketers often don't ask enough. Is it possible to create content your customers love reading, instead of just creating content to tick a box. They'll save it and even share it.
It is possible, we have good news.
You need these things to do it:
- Well-defined goals
- Deep understanding of your audience
- Alignment with your buyer journey
- High shareability and visuals
- Monitoring performance results
- Plan to use insights to improve your content
We'll be covering all the details in this article so you can create content that keeps customers coming back.
- Companies can use tools such as the SMART goal framework or buyer personas to help them set goals and understand their target market.
- To create relevant content for your customers, keyword research and SEO optimization are essential.
- Customers will receive the best content when they are following the buyer's journey.
- Engaging with visual content is exponentially more engaging than text-only content.
- You can easily share your content using social sharing buttons.
- To build more content that customers love, brands should evaluate their current content.
Great content is what you need
Your customers are using search engines to find information about your brand, before they actually contact you. 81% of consumers say that brand research begins online. 93% of online experiences start with search. Your content is often the first contact your customers have with your brand.
They might not love it. They'll most likely look elsewhere if they don't love it.
Digital marketing is also very crowded. It is not enough to create content to be noticed and to attract new customers. Content must be written well, designed well, high-value and targeted to the right audience. Your content should address the needs of your ideal customers.
This means that you must know how to create content that your audience enjoys. We'll show you how to get started right away.
How to create content that your customers love
Know your goals
You likely know your business goals, which is a good start. Do you know what your content goals are? Every company has different content goals. While there are common goals, such as higher Google rankings or more organic traffic, they should all be included on your content goals.
However, some goals might be more important than others for certain companies. For B2B companies, lead generation is a priority. Driving direct sales through your website is a top priority for a B2C eCommerce company. Brand awareness is a key goal for a startup.
It is important to understand what is most important for your company in order to ensure that your content aligns with these goals. The SMART goals framework can be used to set specific goals that will keep you accountable and help you drive results.
Source: Image Source
Define your target audience
Who is the audience for which content you are creating? You won't be able to answer this question and most of your content will seem like a shot in dark. It won't be clear if it is relevant. There are many tried-and-true methods to identify your target audience and customer. Personas are the most popular and effective way to define your target customer or audience.
You can gain insight into the motivations, needs, and goals of your customer or buyer personas. If done well, they can help you create content that is highly relevant and valuable for your audience. This will ultimately increase your leads and sales.
Do keyword research
Are you confident in your ability to know the needs of your customers? This is a common trap for many brands. You can't know your customers well enough to be certain about their search needs without actually doing keyword research.
You'll be amazed at the results of keyword research related to your industry, company and customer. You'll likely find words and phrases that you already knew were there, but you might also discover surprises you didn't know about. You'll find surprises that will open up new opportunities for you to create content your customers will love.
Keyword research has never been easier. To find out which keywords are ranking well for you and to discover new ones that you can add to your strategy, I recommend using the SEMRush and Ahrefs tools.
To give you an idea of the functionality of SEMRush's keyword search tool, here's a quick demonstration:
Align content and the buyer journey
Understanding your buyer journey is a key part of a solid content marketing strategy. This alignment is crucial when it comes down to creating content that customers love.
This is why potential customers are seeking different information at every stage of their buyer journey. You risk making them unhappy or worse, causing them to turn to other brands for the information they require.
Your content should be aligned with your buyer journey to ensure that the right information reaches the right audience at exactly the right time. This not only makes users more likely love your content but also makes them more likely take the next step towards becoming a paying client.
This is a great example for buyer journey alignment and detailed content:
Visual content can include images, videos, infographics, and any other visual content that enhances your content. It improves content engagement across all channels and is essential if you want your customers to love your content.
- Images get 94% more hits than articles without images
- Images receive 150% more retweets per tweet than posts with text only
- The average person will spend around 100 minutes per day watching video content this year.
The way that our brains function is also affected by visual content. Visual content accounts for 90% of all information sent to our brains.
img alt=”90% information sent to the brain is visually-based” class=”aligncenter” height=”425″ src=”https://marketinginsidergroup.com/wp-content/uploads/2021/02/Visual-content-10.png” width=”570″/>
Visuals don't have to be complicated to add to your content. Some projects, such as longer infographics, may require the assistance of a design team. You can find images and videos online from trusted sources or make your own using tools like Canva or your iPhone's camera.
Content sharing is a joy for people. Online conversations are taking place about all topics and industries. Content is used to spark discussion and to add to the conversation. Engaging content is also a popular way to have fun and share it. Buzzfeed is an excellent example of how sharing fun and casual content can increase brand awareness and drive traffic. Their listicle articles have become a standard in internet culture.
Encourage sharing by first covering topics that interest them (but they already know this) and then making it easy for them to share. You can do this by using social sharing buttons in your blog posts or sharing your blog articles on social media.
Take what is working and build on it
Quick tip: You don't need to reinvent the wheel in order to create great content that your customers love. Instead, use Google Analytics to track your success, or your data-driven process to measure content performance, to find out what your customers love most.
You will be able to continue creating this type of content once you have learned. You can make more infographics if they love your infographics. It's time for more content on a topic or author that customers are responding to.
You can also do it the other way. You can identify what is working and what isn't by monitoring your performance and regularly evaluating your content metrics. You can then make the necessary adjustments in real time to ensure that your content strategy is always fresh and effective.
Great content can increase customer engagement.
It takes experience and time to create content that customers love. Marketing Insider Group's team of SEO experts and writers can provide you with customized, SEO-driven content every week that will deliver results.
To get started, check out our SEO Blog Writing Service or book a consultation to find out more.
Marketing Insider Group published the article How to Create Content Customers Love to Read.
By: Michael Brenner
Title: How to Create Content Your Customers Will Love to Read
Sourced From: marketinginsidergroup.com/content-marketing/create-content-customers-love-to-read/
Published Date: Mon, 04 Apr 2022 16:00:00 +0000