The truth is that there is no “one size fits all” approach to content creation and marketing. What gets people to act and move forward with a purchase depends on many different factors. That’s why, when creating your content marketing strategy, it’s important to recognize the following:
Content Needs to Engage People at Every Stage of the Journey
You can’t just rely on articles to do the heavy lifting whether someone’s just finding out about your business or they’re comparing between you and a competitor. Different content appeals to different people, which is why it’s good to include things like charts, calculators, infographics and other types of content so that people can see and understand the pros and cons at a glance, and see what sets your product or service apart from others.
As they move through the sales funnel, different types of content will become more and more prominent and emphasized for them, such as reviews and ratings, video walkthroughs, getting started guides and so on.
Create Content for Every Major Feature You Want to Highlight
These days, it’s no longer enough just to have broad, over-arching content for all of your major products. You need to highlight the features as well. People are tired of being sent to default search pages and wading through paragraphs full of details. They want the information they want, when they want it.
That’s why it’s a good idea to create content based on specific features that customers are likely to search for. If they’re not likely to search by feature, try targeting by industry or other segmentable area. For example, life coaches who are building their email lists are doing so for a very different reason than guitar teachers who are building their email lists. Both need more leads, but both have certain feature sets they’re looking for that will help them reach that goal, and therein is where your content differences can convert them.
Use Data Insights to Help You Find the Gaps
Having different types of content in place for different types of searchers at different stages in the sales funnel is a tall order to fill. At the same time, no matter how well-thought-out your content strategy is, there are still going to be some gaps in its execution. It’s up to you to use the data you’re gaining from your analytics to determine where those gaps are and what content you can create to fill it.
You can even split test different types of content to figure out what resonates with each group so that you can sell to them more effectively and position your product as their best option.
Every Piece of Content Working Together to Suit Every Need, Simultaneously
As you can see, getting your content marketing strategy launched and performing takes more than just a savvy sales and marketing team. It takes everyone working together in tandem to understand what people are looking for, how to properly position your product, what type of content motivates prospects to take the next step and how your product fits their needs.
It goes far beyond things like creating avatars or marketing personas, brainstorming content ideas for different types of prospects, segmenting your email list and so on. Rather those are all steps that lead you to that final goal – of having multiple pieces of perfectly-crafted content to suit different sales needs at different times. No single one of them is a “silver bullet” that’s going to serve all of your marketing needs.
Nail this, and not only will it be easier to sell and market your product to different industries, niches or needs, but you’ll also be helping search engines and searchers alike see precisely how your product fits their specific needs, greatly increasing the odds that they’ll convert!