It’s true—content is king, but…
While it’s true that quality, compelling content attracts visitors, builds authority and converts leads into sales like nothing else, there’s a deep, dark secret about web content that only smart and savvy Denver-area marketers know…
Content without a strategy is useless.
If you don’t have a plan for your content, it can’t help you achieve your goals and objectives. On the other hand, if you build your copy around a content marketing strategy, it can make things happen in a big way.
Here are 5 essential goals that drive content marketing success:
1. Establish trust and authority with your audience.
This is listed number one for a reason. Without trust, potential buyers will walk away from you—and fast. So, your content must be transparent and problem-solving. It must put their needs first. It must prove that you have real answers to their questions.
Today’s savvy consumers demand respect. Content that drifts into self-serving “I am great, buy my stuff” type of content will not work with them—e-v-e-r.
2. Address their pain points
Let’s face it—for the most part, what motivates people to act is their problem, the issue that needs to be resolved. A contractor looking for a more efficient way to communicate with employees in the field wants to know how your products will make that happen. A parent concerned about the security of her family needs to know how you will make her feel safe.
Listen to what your audience is saying. Ask questions and invite feedback. Only when your content marketing plan addresses the right pain points will it be able to convert leads into sales.
3. Break down barriers
With every solution comes a possible reason why it won’t work, and most likely, your buyers have already thought of it. When someone is looking to make a purchase, part of the process involves exploring potential problems. These obstacles could prevent people from completing a transaction.
When planning your content marketing strategy, think as your readers do. Keep in mind all possible objections to the purchase and address them in your content. Will a high initial cost cause hesitation? Show them how they can save money in the long run. Does your product seem difficult to use? Include a demo video to show how easy it is to use. Minimize concerns by including examples of how others have found success with you.
4. Point out benefits
Pain and obstacles are negative points that need to be addressed. But, don’t forget to illustrate the benefits of your offerings. This is a good place to use the “show, don’t tell” approach. It’s easy to wax poetic about how great you are, but this isn’t what people are looking for. They want hard proof.
Rather than describe the product, describe the user experience. Rather than talk about the service, talk about what the user will ultimately get out of it.
Use white papers, articles, videos and eBooks to illustrate problems and how you can solve them. Without mentioning your company or services, you can let them know get it. You are the source for what they need.
5. Optimize for search engines
This is listed last for a reason. SEO is an important aspect of your content marketing strategy and should not be neglected. But, always remember when creating content that search engines will only notice you if people do first. People will only notice you (and share you with others) if your content is written for them.
So, resist the urge to put SEO first in your list of content goals. If people find value in your content, the search engines will soon follow.
