Follow my 5 top tips to help you create the best content to keep them coming back for more.
1. Get to know your audience
Remember, you do not sell to everyone! If you haven’t already worked out who your audience is, or if you haven’t reviewed it for a while, spend some time on this now! I can’t emphasise how important it is to know your target audience. Be specific – the more detail you capture and the more you know your audience, the easier it will be to attract them.
Things to consider include their:
- Gender (if relevant for your products/services)
- Goals they have / what they want to achieve
- Pain points – what problems or issues are they facing that you can resolve? See tip 2 below.
By gathering this information, it helps you to build a picture of them. That way, it’s so much easier to know exactly who you’re trying to reach with your content marketing. And you can then create content that will appeal to them specifically.
You will probably have more than one audience type, so do this exercise for each one. If you buy my Comprehensive Content Planner, one of the templates in it will help you work out your audience types.
2. Work out their pain points
I think this is the most important aspect to work out for your potential clients. Knowing the answer will help you frame your services or products as a solution to their problems. Put yourself in their shoes and consider:
- What do they most struggle with?
- What makes them scratch their heads?
- How do you solve their problems specifically?
Focus your content writing on what they need and talk directly to them. If they can see you’re addressing their challenges, they’re more likely to read on and be tempted to buy from you.
3. Plan & create informative content
Now, this is the juicy bit! It’s where you can get creative and come up with useful content that engages them.
Your content might teach them something, show them your expertise or explain how you address their pain points. You could include things like:
- Industry info or data that’s relevant to them
- Case studies or testimonials to show how you’ve helped people like them.
By addressing each pain point that you can help with, you’ll make them feel like they’ve learned something of value. This can inspire them to consider using your services, as you’re showing them you know your stuff.
4. Keep your content simple
This is soooo important! You need to make it easy for people! Don’t over-complicate it or confuse them. Here’s how:
- Keep your sentences short
- Stick to one idea per piece of content
- Break your content down into smaller chunks – such as tips or bullet points
- Use simple language and active voice, e.g. “Here’s how I can help you” rather than “You will be helped by…”
Above all, think “Will an intelligent 10-year-old understand what I’m talking about?” If not, change it so they do!
5. Put your client front & centre
And last but not least, remember it’s not about you; it’s all about your client!
- Talk directly to them
- Write as if you’re only talking to one person
- Use ‘you’ rather than ‘we’
- Make them feel loved and included.
Not only is this friendlier but it’s also easier for them to understand. It’s like you’re having a conversation just with them. It will help them value your content and keep coming back for more.