We all know the importance of content. It communicates your message and develops your brand. It builds relationships and engages your target audience. Content also helps improve your search rankings for relevant keywords. In content marketing, it can encourage people to take the desired action or even move them closer to a purchasing decision.
Content can really be powerful. That is why a lot of businesses have started building their content assets – writing blogs, producing videos and ebooks, creating infographics, and building up their social media platforms.
If you have been tasked with creating or updating your business’ content marketing strategy, it can be hard to know where to start. You may be of the opinion that content is content and it’s really not that important, but that way of thinking could not be further from the truth. Content will always play a crucial part in any marketing strategy, and maximising it to the best of your ability will ensure you constantly keep leads and conversions coming in.
If you are unsure of where to start the process, buyer personas are a good place. Some strategists may not think this step is needed, however without knowing who your target audience is you will never be able to narrow down and focus your content where it is needed.
The harsh truth is that most people who visit your website won’t buy from you. And selling to visitors right off the bat would probably do more harm than good. You simply can’t force people to purchase your products or services, especially when they’re not ready to buy. As a marketer or business owner, it’s a reality you must accept. However, it’s also possible to convert some unwilling visitors into long-term customers through content marketing.