No matter what kind of business you have — product or service-based — content is one worthy investment that you need to prioritize. If you’re able to create high-quality content and publish it on your website, this will help you reach and attract potential customers, as well as educate and motivate them to buy your products or services.
Content helps pique more people’s interest in your business and there is no limit to where it can take you, which is why it can be so effective for promoting your app, products, or services.
So, if you haven’t started taking content creation seriously yet, it’s about time that you did. And, in today’s article, we are going to help you get started by looking at some effective tips for creating a content strategy that will attract the right people to your business.
Start by clearly defining your target audience
If you want to attract your ideal customers, you’ll need to have a clear idea of who they are, as this will guide your content creation plan. One way to define your audience is by creating buyer personas. These are fictional representations of your audience that will give you more of an insight into the types of people who will buy your products and services.
To create buyer personas, you’ll need to do in-depth research to get details about the demographics of your target customers, such as their typical ages, genders, and type of employment. You’ll also want to look into what their personalities might be like and what their priorities might be, related to what you sell.
Defining your target audience through buyer personas is a very important step in creating a content marketing strategy, as it will make it easier for you to create content that attracts your ideal customers and targets their exact needs.
Set your goals
Before creating a content strategy, you need to decide what you’re trying to achieve. Different businesses will have different objectives, so your goals won’t necessarily be the same as those of other companies, even if they’re in the same niche.
You might want to increase your brand awareness, so you can get the word out about what you do and build some authority in your industry. On the other hand, you may wish to prioritize getting more prospective customers into your sales funnel, which means you’ll want to focus on lead acquisition. And another important goal a lot of companies have is to improve their SEO, so climbing the search engine rankings could be another of your aims.
Whatever your main goal might be, you need to keep it in mind every time you plan, write, or publish a piece of content. Too many businesses make the mistake of creating content for the sake of it to keep their blogs active, but every piece should have a purpose and be designed to move you closer to your goals.
Focus on a few content types that your audience will love
Instead of trying to create every single type of content out there, focus on perfecting a handful of content types that you think your audience will love.
The right types of content will depend on the kind of business you run, so consider your strengths, target audiences, and your business goals when choosing them. To give you a helping hand, let’s take a look at some of the most popular types of content brands tend to create and discuss how useful they can be for your business.
Ultimate guides are in-depth pieces of content that you can use to educate people about a particular topic. They’re very comprehensive, can be used to cover a broad topic, and they also show the kind of expertise and authority that a business has in its industry. Let’s study an example of a great ultimate guide so you can see what they look like.
Moz is a company that has created an all-in-one suite of SEO tools to help businesses become more visible on search engines. Take a look at their beginner’s guide to SEO that has seven chapters on how people can get started with search engine optimization, even if they’ve never done it before.
You’ll see that it’s very extensive, contains a lot of helpful information, and can be great for attracting new prospects simply because of the kind of value it provides. This is a piece that would be appreciated by any business owner, and especially those who have been struggling with SEO, so it’s definitely a good move on Moz’s part to create something as useful as this as part of their content strategy.
To do the same on your website, you can create a helpful and actionable guide on a relevant topic that will interest people in your target audience so you can attract more people to your site.
Timely blog posts
Timely blog posts allow you to comment on current trends and events in your industry. When you publish posts like this, it will help people to see you as an expert in your industry. Hootsuite is one example of a brand that knows how to publish timely pieces that show their expertise, so let’s see how they do it.
They offer a social media management tool and, on their site, they publish information that relates to the various changes social media platforms make as they happen. One example of this is their post that talks about an update Instagram recently made where the swipe-up feature was replaced with a new link sticker.
In the piece, they highlight details like the advantages of this new feature and the types of accounts that will have access to it. Plus, they let readers know exactly how to use it. This type of content is really good for showing people how knowledgeable you are about your industry. And it could help you catch the interest of prospects who may decide to keep following your brand for more useful information, which will increase the chances of them buying from you in the long run.
If you want to teach your audience how to perform a specific task, creating how-to guides is a great way to do it. How-to guides allow you to provide step-by-step instructions that will guide your audience through a task you know a lot about. They can make a great addition to your content strategy, so let’s study one from Beezer so you can get a better idea of what a quality how-to guide should look like.
Because Beezer is a software development platform that allows people to create their own progressive web applications, one of the how-to guides they have on their blog sheds more light on how to build an app in 3 easy steps without coding.
This is an excellent example of content that could help attract ideal customers who might be interested in their product. It also contains a lot of actionable advice that tells readers what to do at every step, which is great because it makes it much more valuable to their audience.
You can also do something similar for your site by creating a how-to guide that gives step-by-step actionable information on how to perform a specific task relevant to your field of work so you can attract more of your ideal customers.
Free but helpful tools
Your target audience will have some pain points that could be solved with a specialist tool and, if you’re able to provide this for free, it will help to generate more leads for your business.
To do this effectively, you’ll need to figure out which problems your ideal customers are having. One way to do this is by looking through the questions that people send to your customer service team. Doing this will give you more of an insight into the common issues people are encountering, so you can design a free tool that will address them.
To give you some inspiration, check out this free tool that’s been created by FreshBooks.
FreshBooks provides accounting software for small and medium-sized businesses. If you take a look at their website, you’ll see that they have created one of the most useful free tools a business in their niche can offer — a free invoice template.
This template allows people to create and send professional invoices to clients, all for free! It’s a very helpful tool that most freelancers or small businesses will need, so it’s a great lead magnet for attracting the company’s ideal audience, who might then be interested in their services.
Think of any problems or pain points that people in your target audience usually have and try to see if you can come up with a free tool, template, checklist, or resource that will address that problem, as it could help attract more prospective customers to your brand.
Buying guides make people aware of the factors they should consider before making a purchase, so they can make better decisions.
They’re great for helping you attract your ideal audience because they’re designed to provide all the necessary information about the functionality, price, size, and other details that would help your ideal customer make a well-informed decision about your products or services.
One business that does a great job of providing buying guides for its audience is Wayfair, so we’re going to study an example from them.
Wayfair is an online store that sells home appliances, furniture, and home accessories. One of the buying guides they’ve developed is a desk buying guide for people who are thinking about buying a desk for their home office.
The guide talks about the different factors customers need to consider, like a desk’s dimensions, the styles available, and what options will suit different budgets. This type of content makes a great addition to Wayfair’s site because it offers a way for them to provide helpful information that can attract people in their audience who are looking to buy this type of product.
On your website, try to publish useful buying guides that will help your ideal customers to buy a product or service that you sell, as it’s a great way to attract prospective customers who may be searching for that kind of information.
Carry out keyword research for every piece of content you write
Target keywords are the search terms your ideal customers type into search engines when they’re trying to find information related to your business or niche. You can find them through keyword research.
When you want to carry out keyword research for each piece of content, start by choosing a specialist keyword research tool like the Ahrefs Keyword Explorer or Moz’s Keyword Explorer and then input relevant phrases or words that relate to the topic of each piece of content you plan to write.
Your chosen tool will then give you a list of keywords that your ideal customers have been typing into search engines when looking for information related to that topic. You can now go through this list and pick out the keywords you want to target in your blog posts.
For instance, if you want to write a blog post on the topic of how to get started with email marketing, you could use keyword research to figure out the search queries that your ideal customers are using on search engines when it comes to this topic. Finding those queries will help you know what kind of keywords you should put in the blog post if you want it to attract ideal customers. Performing keyword research can also help you plan your content as you could find some keywords that you can turn into sub-topics to expand on in your blog posts.
As you include these keywords in your content, something else to note (and a very important one at that) is the importance of weaving them into your content naturally. People and search engines can tell if you’re just stuffing keywords in and you may even get penalized for doing that so make sure you’re conscious about including keywords in the areas where they naturally fit.
Keyword research is very beneficial for helping you attract ideal customers because the keywords that you include in your content can help improve your website’s visibility on search engines. This means you’ll get more visitors to your site, who could become customers in the long run and increase revenue for your business.
Don’t forget to create a content promotion strategy, too
It isn’t enough to just create your content — you also need to have a promotion strategy so people can see it.
One of the most popular ways companies promote their content is by sharing it on social media where it can be seen by their followers, as well as people who are not yet in their audience. You could also promote your content by sending newsletters to your email list and including links to the quality blog posts you’ve published on your site.
And, to ensure you’re getting the desired results from your efforts, make sure you monitor your social media analytics regularly by checking metrics like your reach, impressions (the number of people who are seeing your posts), and click-through rates to see if people are moving from your social media page to your website.
Most social media channels already give you access to these metrics in the backend of the platforms, but you can also use social media management tools like Buffer or Hootsuite to track and monitor these analytics more closely.
Now, let’s take a look at an example of a business that promotes its content effectively through social media.
Mailchimp is an email marketing platform that helps businesses to manage and engage their email lists. They have a very vibrant blog on their app and website where they publish useful posts to help their users navigate the tool. But they don’t stop there. If you head over to their Instagram page, you’ll also see that they do a great job of sharing the posts they’ve published on social media.
For instance, one of their social media posts is a video that promotes a blog post that was published to teach their audience how to import contacts from an address book into the Mailchimp app. The video is very short and it’s great for getting the attention of their audience and directing them to the blog for more information. This is a very effective tactic, as a post like this doesn’t just allow you to promote your content — it can also help market your app to people who may not know about your product.
So, anytime you publish content on your website, make sure you also create a social media post that will help promote it and attract more ideal customers for your business.
In this article, we’ve shared tips that can help you develop a good content strategy that will attract your ideal customers. From clearly defining your target audience to setting your goals and creating a content promotion strategy, these are all very effective tactics that you can implement to attract more customers to your business.
If you want more tips that will help you improve other aspects of your website and business, you can also keep following the Beezer blog for more information.
Author bio & headshot:
Alex Ratynski is a Content Strategist at Loganix, an SEO fulfillment partner that works with agencies and marketers. The company focuses on helping businesses to improve their online visibility, so they can grow and reach their goals. If you enjoyed this article, visit the Loganix blog for more expert advice.