Creating your content strategy process
While it's tempting to just get moving with content, a structured content strategy process can make the world of difference to content marketing success.
Well-planned content is designed to address customers at every stage of the buying cycle. So how do you create a content strategy process that will make your customers want to read your stuff? Let's jump in!
In the beginning, blog posts, social media and infographics get the attention of visitors. Blog posts help solve prospects’ problems, while social media helps distribute the solution.
Social media loves infographics. They’re interesting and easy to share, and great ones can earn lots of backlinks to your site. You get traffic and linkjuice. Bonus!
Once they’ve started to warm up to you, focus on white papers, web copy, and webinars. Serious buyers narrow their choice of vendors with information. They want specifics about how your product or service will help solve their problems. The best content answers their questions before they think to ask.
White papers outline common problems and show the solutions you offer. Your website provides specific product information, and webinars connect you with your audience so you can show off your expertise. By deepening the information you offer, you build trust and establish your authority.
Your website features come into play in the purchasing stage – making it easy for them to buy. Product summaries and videos give them the extra push they may need. Case studies show how you’ve helped other customers, and testimonials help build your credibility.
If you want to attract new customers, start with your current customer base. Talk to them. What are their pain points? What are they hoping to achieve with your products and services? How have your products and services helped them? Pay attention to the words they use to describe what’s important to them.
Map your content to your buyer personas and make your communications personal.
You’ll want a buyer persona that covers each stage of the buying journey – so you can craft the content around what that particular group of buyers cares about and wants to know at each stage. Speak directly to them and you’ll find they’re much more likely to listen to what you have to say.
For example, if you’re marketing cloud-based accounting software, you’ll want to create content aimed at one or more of these personas:
Director of Finance
Interested in seeing if there’s a better way to handle their company’s accounting and finance needs.
– Stage: initial engagement
– Sample blog post: 5 Signs You Need New Accounting Software
In charge of comparing a number of accounting software solutions.
– Stage: initial engagement
– Sample blog post: 10 Features and Benefits of ABC Accounting Software
Chief Financial Officer
Wants to make sure investing in accounting software will be the right investment for their company.
– Stage: conversion
– Sample blog post: How Cloud-Based Accounting Software Saves You Time and Money
Now you've got a process go, go, go! Fill the world with words that educate, entertain and help at just the right time and reap the rewards with sales.