We’ve all heard the saying: content is king. Is it, really? Let’s consider the content you provide your customers for a moment. Is there anything remotely royal about it?
With the latest changes to Google’s algorithms, content is more important than ever—but not just content. You have to provide quality content. If you’re not, then the crown is still out of reach. So, what can you do with your blogs, ebooks, and website copy to make sure your content always rules?
Keep Content Relevant
You can’t just blog about the things that interest you; your buyers are the real target. If you’re not familiar enough with your buyer personas by now, it’s time to revisit them. Get to know them like friends. Otherwise, you’ll have no idea what really interests them.
Remember, too, that your buyer personas are the same, no matter where you find them. A structured, professional voice on one platform and a relaxed, irreverent voice on another will only serve to confuse the buyers. Regardless of the overall feel for Twitter, LinkedIn, Facebook, and any other social platform, your buyer voice should remain the same—because the buyers do.
Address Their Pain
Interesting content is all well and good, but if it doesn’t serve a purpose beyond entertainment, you’re not doing yourself or your customers any favors. Colly Graham says, “People want to buy from people who understand their business, who see the world through their eyes.” No matter when or where you publish content, everything should have one goal: to solve your buyers’ pain points.
Yes, you do have to think about other things, such as SEO, brand messaging, and providing information. These all must occur, but they happen alongside addressing the buyers’ pain. Without the answers you provide, buyers have no reason to keep reading your content.
Target the Buyer Wherever They Are
Content for the top of the marketing funnel is great for catching the attention of buyers who’ve had limited exposure to your brand and products. What about those who are well acquainted with your company and may consider a purchase? Do you have content specifically for these buyers? Then there are the leads who are teetering on the verge. Do you have content designed to convert?
By considering the content for every part of the buyers’ journeys, you can reach those buyers right where they are. You’ll need specific information to do this, which you can gain from tracking your metrics, engaging on social media, and following up with leads personally. The more you know about the buyers nearing a decision, the better you can craft content to convince them.
Hold True to Your Brand Voice
Consumers today know a faker when they see one. If your content’s voice and message doesn’t match your brand values, they’ll walk away. Go way back to the beginning to remember your brand message. Look at the content and social messages you shared when you first began. Have you held true to that voice? If not, your content is definitely not king.
Your content could be your greatest asset if you’re willing to work at it. If not, the content king becomes the content pauper. If you just aren’t sure, we’re always here to help.
