So if you’re ready to start your online attraction marketing strategy, it’s time to start creating content. But since we believe that it is not worth creating just anyone, only those who add value, we are going to take the explanation seriously.
Get ready because this is the beginning of a series of publications that will help you to avoid any further doubts about how to do it. Let’s get started!
How to create valuable content
First of all, you have to be clear that content is the message that, through your Inbound Marketing strategy, you “deliver” to your visitors, leads, customers and promoters. Not only from your website, but also on social networks, your emails, etc. Roughly speaking:
In the attraction stage, content is what blog posts and social networks consist of, and keywords are used to optimize it.
In the conversion stage, the content of your website’s forms and calls to action, and offers such as eBooks and guides convert visitors into leads.
At the closing stage the content is what constitutes the emails that open these leads or sales opportunities.
And finally, content is what delights customers and turns them into promoters of your products and/or services.
You see. Almost nothing. So how do you get started?
Step 1. Research your buyer personas.
If it was not clear before: we are nothing if we do not specify who we are addressing. There is only one little prince. Authors know well the genre they write (their brand) and the audience they are targeting (their buyer persona).
The buyer persona is the potential customer you are trying to capture, generating educational and interesting content that fits their needs. Because every company needs the right traffic to get customers, not just any user is likely to consume your products or services. Therefore, we have to start discriminating. In a good way.
Step 2. Based on the buyer’s journey.
Every interaction a company has with the buyer persona must be tailored to the buyer’s journey. And what is it? It is the consumer’s buying cycle, from the moment he/she searches for information until he/she decides to make a purchase. It has three stages:
when the prospect has a problem or opportunity and is looking for information to contextualize his situation.
Once informed, you already know the approaches and methods to resolve your situation.
when you opt for a solution or strategy and can ultimately make the purchase.
And why is the buyer’s journey important? As you can see, the needs of your buyer persona at each stage are different. If you know your buyers and where they are in the cycle, you can create more targeted and engaging content. They have to be willing to consume your content. Your job is to think about what they might be interested in at any given moment, depending on the purpose of the content.
Step 3. Decide what the purpose is.
Once you know who you are targeting and at what time, you must decide what the purpose of your content is.What is its purpose, to attract to your website, to get leads, to close a sale, to delight potential promoters of your brand? And where are you going to use it? Think that to create valuable content you have to adjust to each context. So, are you going to use it on your website pages, blog posts, emails, landing pages, social networks?
Step 4. Research keywords.
Once you know the audience and the context for which you create content, it’s time to research the keywords that your potential customers would search for at any given moment. To this end:
Make a list of keywords that your buyer persona would search for at each stage.
. Makes sense, doesn’t it? Use the language they would use to conduct an Internet search. You can start with the search trends in your sector, use social networks to research and use similar alternatives of the keywords you find. Search engines are getting smarter. In addition to understanding keywords, they also understand users’ search intent.
Use the keywords with which you have the best chance to have a better ranking.
. Keep in mind that there are two types of keywords:
– With short tails only the best known brands are found on the first search page.
– With long tails a website has easier access to the first page. Use keywords that have a high search volume with lower competition.
Step 5. Plan the content.
can be very diverse. And it depends on the purpose: pages, posts, case studies, videos, infographics, whitepapers, eBooks, templates, checklists, webinars, presentations, newsletters, etc. The same message can be conveyed through different formats but it is best when it is tailored to the people in order to satisfy them. The information present in the content is what helps people achieve their goals and its design is what makes it more accessible at all times.
is one of the most important parts. The best content is content that prospects want to read, share and return to. It is based on problem solving, not on your company’s product or service. It is primarily educational. The topic depends directly on the keyword you use to optimize the content based on the preferences of your buyer personas in their stages of the buyer’s journey.
Let’s go! What are you waiting for? Keep these best practices in mind and give them a try. There is only one way to start and that is to get started. But if you still think you need to learn more, we will go deeper into the subject in the following posts.