How to Create Great Content That Will Wow Your Clients
It’s time to look at arguably the most crucial part of inbound marketing- how to create great content that ‘wows’.
You need content that captures the attention of your visitors, turning them into raving fans.
But what does this content look like, and how do you stand out from the crowd?
Content that will wow your visitors is the type of content that will be helpful to them and offer them a solution to their problems. This is one of the main reasons why company blogs fail. Most people don’t care about you or your business and they certainly don’t care about that new product you’re launching. They want to know what you can do for them. This means answering their question or teaching them how to do something they’ve been struggling with. And that’s the type of content that your visitors will read, share, and bookmark.
While a lot of businesses are realising the importance of inbound marketing, they (mistakingly) think that the odd blog post or press release will get the job done. But this is great news for you since you’ll be creating content which resonates with your customers, leaving your competitors in your dust.
Here’s how you create content that will wow your customers:
Before you jump right in, consider the purpose of the content. Are you trying to get visitors to stay on your site for longer? Maybe give you their email addresses? Or buy a product?
What are your goals? How will you use the content to meet your goals? And what type of content do you want to use?
Some of the most popular types of content include:
- Blog posts
- Case studies
The format you choose will depend on your buyer personas. This is yet another reason why it’s crucial to know your customers.
How old are they, and what type of content do they like best? Someone in the 20-25 age bracket may love infographics since they’re easy to scan and look interesting while someone in the 50+ category may feel more comfortable with a report or whitepaper.
Finally, you need to decide what you’ll write about. What content will be helpful or interesting for your buyer personas?
Always ask yourself “How will this help my potential customers?”
Next, it’s time to turn those ideas into a piece of excellent content. Remember that your potential customers are busy, so treat their time like it’s precious.
They’re looking for quick solutions to their problem, so you want to create content that is:
Scannable: Use bullet points, subheadings and different fonts to draw attention to key information and allow your readers to scan their eyes down the page.
Interesting: Stick to the most important parts of your topic, and skip anything that isn’t interesting or directly related to their problem and your solution.
Quick: Your visitors are as busy as you are, so ditch the unnecessary words and summarise key concepts so they don’t get frustrated or bored and click away.
And remember, your content should be educational and not just an advertisement for one of your products. While it’s fine to have a call-to-action included within your content (usually at the bottom), the last thing you want to do is rave on about how great you and your service or product is. That’s for your potential customers to decide.
Whoever said “build it and they will come” was dreaming. Publishing your post is not the last step, and unfortunately just because it’s out on the interwebs doesn’t mean anyone will notice it.
This is why you need to be promoting your content by sharing on social media, guest posting, and using landing pages and marketing emails. Scheduling tools like Buffer are an invaluable way to promote your content, and you should ideally spend the same amount of time promoting your content as you took to create it.
Now it’s time to take a good hard look at your content. See how many visitors you received, how many times it was shared, the leads generated, and how many inbound links it got. Analysing your content and comparing it to what you’ve done in the past will allow you to see what resonates with your visitors so you can provide them with the type of content they like, and build your authority in your niche.
Need some help with your content? That’s my job! Get in touch today and together we can make sure your content is wowing your customers.