With Inbound Marketing, content is the armed wing of your new customer acquisition strategy. Remember: it is about creating the right content at the right time in the right context and of course, qualified traffic. The quality and relevance of your web content to determine your performance. Here are some tips and templates to help you create quality web content.
Forget the self-centered enterprise content
So far, the marketing content was intended to promote the activities undertaken by the company to launch a product, or participation in a living room for example.
As part of a process Inbound Marketing, your editorial strategy must be developed according to the needs of your target. The only thing that interests him is to find a solution to his problem. So always point your contents in this direction. And, therefore, self-centered enterprise content and brand of promotional or advertising type does not have a place in this process.
Answer the concerns of your personas
How to be sure to share quality web content at the right time in the right context to guide leads you through the conversion tunnel to turn them into customers? For this, you will need to identify the information needed by your target – represented by a persona – at every stage of the purchase process. Then you will determine what the best content format to answer his questions. It is a necessary job and ultimately very profitable.
Easier said than done? Not necessarily. Just proceed step by step as we shall see.
1. First step: Identify your personas and their challenges
Once you have defined your personas you stressed points of pain, that is to say, the problems they face or the challenges they face. From there, you can deduct the questions posed for your personas.
A persona is, for example, a marketing manager who needs to increase its website traffic (the challenge). And thus the question arises: what is the best solution to achieve this?
2. Step Two: Find the best way to answer these questions
Build answers for each question always making sure to take into account the context, that is to say the stage where your persona is in the conversion funnel: discovery, assessment and decision. There are different types of content (TOFU, MOFU, BOFU) for each of these steps.
This can be a site page, a blog post, email marketing, a landing page, a white paper, a checklist or a computer graphics. Any content that helps to steer your prospect in his purchase decision process will have its place in this list.
In the case of our software company, your persona begins research. It may therefore help solve his problem by providing a blog post with “10 tips to generate more traffic on their website.”
Then his persona will need more content “advanced” as a white paper “and an effective SEO strategy.” Then, when perfectly know about it, and seek to evaluate a software solution to effectively manage its SEO, it will provide comparative products and demos.
3. Step Three: Make a dash of your content
Now that you have identified your personas, questions and answer them in what form, it is time to review your existing content.
Create a dashboard. This will allow you to view the amount of remaining content to produce and create your editorial calendar.
4. Step Four: your keyboards!
Now you will need to produce the missing content. To validate the potential to attract your content, you always ask this question by writing and then reading: is that content meets a need of my target in its purchasing context?
Here is a list of best practices to help you:
Remember to always apply good SEO practices to further optimize your chances of being “found” by your target.
Concentrate on your strengths
When you find that your targets are responding positively to the first content you have shared through this approach Inbound Marketing, the temptation will be great to produce at all is to recover a maximum of leads. Keep in mind your ultimate goal is to turn a lead into a customer to close sales. So be sure to attract leads, deals on why your business is actually performing. It would be against-productive to produce content to guide a prospect to the end of the conversion tunnel, knowing that we will not be able to sell the offer for which it was drawn.
Turn your readers into ambassadors
To go further and increase the impact of your investment, remember to provide tools for sharing your content on social networks like LinkedIn, Twitter or Facebook. It’s a virtuous circle. Over your web content will be qualitative and relevant, and they will be shared by your targets!
Stephen Karsch is technology geek who loves everything connected with high tech, programming and software.