Hello, friends! We are really excited to be sharing this article with you because good content is the only way your website can achieve its full potential. So let’s get started.
Many people spend time creating great products and services but write mediocre content for their websites. This results in not getting enough traffic to generate a steady growth of sales.
The content you put on your website can make or break its success. But how do you create great website content for the web?
People search Google to find answers to their questions. You need to learn what these questions are and provide the answer on your site. This is called “informational” content marketing.
This requires that you first know who your target audience is, followed by where they go online, what they read/watch/listen to, what concerns them, etc., so that you can supply information to satisfy their needs.
There are 3 reasons why people seek out information online:
People come across your site when looking for a product or service related to yours. It can also happen when your prospects come to know about you through social media channels and forums
This is a perfectly aligned sales strategy where you offer more information or add-ons related to the product/service people are looking for (on your website, blog, ebook author page, etc.) so that they see value in what you’re offering and buy it from you.
People return to your site over time because they find the information valuable and want to keep up with new content. They might also visit specific pages depending on their need at any given moment: eCommerce customers will access the shopping cart page, subscribers will visit the landing page asking them to confirm their email address, etc.
Step 1: Who are you targeting?
You need to know who you’re trying to attract with your website content. This requires real research into demographics, psychographics, and the communication style of your target market. Without this information, it will be difficult for you to create the right kind of content that attracts them. Your content has to appeal to them on an emotional level if it must lead to conversions. Sometimes people sell based on features but more often than not, they try to build relationships through emotions so that buyers feel compelled enough to buy from them. The easiest way to do this is by creating great content that appeals to the emotions of your target market.
Step 2: What do they look for online?
The main goal here is to get people interested in learning more about what you offer so that they read your content and eventually buy from you. Once again, it all boils down to creating engaging and valuable website content at every stage of the buying cycle of potential customers.
Step 3: Where do they hang out online?
This is not just another step towards building customer relationships but serves another very critical purpose: Content distribution! You need to know where your market hangs out online and use this information to distribute your content. Where do they go to read and learn? Where do they watch videos related to the problems you solve? Where do they visit for customer support and how can your company help them in a more effective way? All of this goes into building great relationships with prospective clients, who then keep coming back to purchase from you or subscribe to your blog.
Step 4: What concerns them most?
It’s easy enough to tell people what we offer when it comes to selling but creating valuable content is much harder because it requires research and understanding of their needs and problems. If you use scientifically proven techniques like blogging, email marketing and social media marketing in tandem, you can create content and search terms that appeals to the emotions of your target market so they continue to come back for more.
Step 5: What do they care about?
Once you identify concerns, it’s important to understand what really matters to them most. That requires asking questions and conducting surveys in order to gather the information that will help you build better relationships with customers. For example, which aspects of buying a car matter most for buyers? Price, mileage or reliability? How often do people change brands when it comes to household appliances or paper products like tissue papers or toilet rolls? All this information goes into creating great content that addresses the exact needs of your clients.
Step 6: Create compelling content
By answering questions customers want to know, you are helping them find out if others have had a similar issue and how they solved it. They’re also looking for advice from experts about the best products, services, and brands to buy based on previous experience or information shared by friends and family online. It’s critical to understand these needs if you want to convert visitors into customers. That means creating great content that serves as a solution for common problems faced by your target market, that is in line with their buying behaviour and is supported by evidence (especially when selling something intangible). Most importantly good content, will make them come back in the future.
Content strategies should incorporate these techniques in an effective way as it takes time to build trust with potential customers, who are at different stages of the buying cycle. Putting together the right combination of information along with building relationships requires a well-thought-out approach to content creation.
The fact is, you’ll only get the full value of your efforts when you’re able to create amazing content that helps customers solve their problems efficiently without having to look elsewhere for it. If you do so, they won’t just buy from you once but keep coming back for more.
One final tip:
Make sure your content isn’t just good or great, but phenomenal! The truth is that mediocre content will never be shared by users online nor will it motivate them enough to come back for more, because it fails to deliver value. This includes using a good content strategy to ensure search engines display your pages in relevant search results, so be sure to do plenty of keyword research when it comes to writing copy. Content has become the fuel behind every marketing strategy because it encourages sharing, builds trust and inspires action.