What content does a reader need to see?
- Information to make her feel comfortable buying your products and services. Fill her gaps in knowledge and trust that keep her from making a purchase.
- Useful content to keep your solutions top-of-mind and make him a repeat customer.
The content your particular business needs to produce depends on two things.
- Your customer’s needs, in general and in each phase of the buying cycle.
- Your goals, big picture and item specific.
Haphazard blog posts and sporadic newsletter releases aren’t enough if you truly want your content to work as a marketing vehicle.
Determining the gaps in your clients’ knowledge, then deciding how to fill the gaps with content that meets your business goals, is key. You need to think it through and create a plan. Then you need to monitor the response generated by implementing that plan.
It’s not easy, and there’s no good shortcut. We all know that planning, producing and measuring takes time and resources.
But good content is the foundation of effective online marketing, so the time and resources need to be spent. The alternative is to remain invisible while others in your space grab more and more attention.
Need to determine what kind of content is best for your business? Get help to develop a good strategy.