When developing content for your website and marketing materials, you want to create pieces that will resonate with your audience. This will encourage them to read what you’ve produced, share it on social media and with friends, and — most importantly — remember what you said. Strong content will enhance brand loyalty and improve the success of your entire marketing campaign. Here are five tips to help you create more meaningful content.
Analyze your buyer personas
Buyer personas exist to give you insight into the people you’re trying to reach, so use them to produce the best types of content. Gather information such as:
- the challenges your customers are facing
- circumstances that prevent them from buying
- their budget
- their goals
This type of information should give you clear guidelines about the kinds of content these people will pay attention to. If you don’t know the answers to these questions, interview your existing customers and take surveys of your target population.
Look at what content gets the best responses
Take a look at your past content to see what people respond to most frequently. If you thought a topic was only mediocre but it managed to generate exceptional traffic and attention, you can feel pretty confident that it resonated with page viewers. Use past site data to plan future content on subjects that garner the most interest to keep visitors engaged. Create videos, experiment with different formats, or dive into hot topics from a completely new angle.
Examine multiple formats of content
Different formats, such as video, are increasingly catching steam. People enjoy watching videos to get up close and personal with the people they do business with at a company. Monitor your video views and see how well customers are responding to your productions. This will give you insight into how often you should work to produce this type of content.
Offer genuine value
Some companies get hesitant about producing real value for their readers. They imagine that if they give away all their ‘secrets’ no one will need to hire them. No blog, however well-written, ever made anyone a complete expert on a new industry.
Instead of worrying about revealing too much, work to offer real value to your readers so they can see the expertise you have to offer. It’s this kind of genuine value — not wishy-washy, bland content that teaches people nothing — that will turn readers into followers and followers into customers. The more value you can offer readers, the more they’ll come back to read your posts again. Don’t be afraid to take a stand, form opinions on subjects in your industry, and produce content that’s worth reading.
Understand your customers’ current situations
When your company appears on top of the issues facing your customers and sensitive to their problems, people will naturally gravitate toward what you have to say. If you acknowledge and address news in your industry, your customers will appreciate that you’re keeping them informed. Look for ways to keep the timing of your blog posts relevant. For example, in the winter, a plumber might write blog posts about how to keep pipes from freezing, what to do if they do freeze, and similar bits of information that show an understanding of the struggles customers are facing right now.
Producing meaningful content is key to keeping your website visitors engaged and continually returning to your blog. These five ideas will give you the tools you need to produce posts and information that will resonate with your readers and inform them, which can improve your conversion rates and the success of your marketing campaigns.