When you are developing content for your business website, writing content that matters is paramount. Otherwise it won’t get read, and worse, your website will lose it’s following.
Identifying the topic for your content is one of the most crucial parts of the content creation process – and can also be the most difficult part!
How To Write Content that matters is the essential first step in developing a connection with your clients.
This is why I decided to write this blog to share my tips with you to help make that process a bit easier.
To create remarkable content, there are 2 things that you need to pay attention to: The Buyer, and The Buyer’s buying process, (and of course, where they are in that buying process).
To create remarkable content, you must start your thinking process by thinking from the perspective of the people who will read it . . . your customers – The Buyer.
The Buyer is the representation of your business’s ideal customer, or the person who you want to attract.
Your business may have 4 or 5 Buyers – ideal customer types.
To identify the topics that The Buyer is interested in or matters to them, you can try digging through these spots:
- Keyword Research
- Internet Forums
- Popular Industry News
- Sales Or Support FAQs
- The Buyer’s Goals
- The Buyer’s Challenges
Once you’ve gone through these spots, you will develop a general understanding of who The Buyer is.
But the most effective way to find out is to . . .
You can do this yourself, but it is often more effective to engage a third party to do this for you. (This is a service that we offer in our Inbound Marketing packages at Hotpink Websites.)
The more you understand The Buyer, the easier it will be to develop great content that resonates with each of The Buyers, and addresses their interests and needs.
The ultimate goal of your content is to solve The Buyer’s problems. A remarkable piece of content is one that can educate The Buyer & give them a solution for their current problem, (without plugging your product . . . at least until they are at the decision making stage).
The Buyer’s Buying Process
Once you have a rough idea of what you’re going to write about, it’s time to refine your content idea a little bit. And to do that, you will need some info from the buying decision process.
The buying process is the process a customer goes through when purchasing a product, of course, from The Buyer’s perspective.
We can identify this in 7 stages:
And by identifying where in this journey your content is positioned, you can fine-tune it to be more relevant & appropriate to each of The Buyers.
Each stage of the buying process will drive The Buyer to focus on different things:
- Awareness: the causes of the problems that The Buyer is experiencing
- Consideration: the solution to a certain problem
- Decision: specifications & details of certain products or services
Take a look back at your content and identify where it will land in the process, then adjust it based on the nature of that particular stage to make it more appropriate for The Buyer.
And create content for all of the stages in The Buyer’s buying process to maximize the effects of your content.
If you need help with your business website, contact us at Hotpink Websites now!