Creating content for your homepage is a bit like telling a story to a room full of strangers. You only have a limited amount of time to make a good impression.
That’s why it pays to focus on the benefits and keep your message concise.
Your ideal customer has hopes and dreams for how your product would make their lives easier and more enjoyable.
It’s these hopes and dreams that you have to target if you want your content to resonate with your ideal customer.
And that means you have to spend a bit of time finding out what matters most to them.
Creating content isn’t some kind of woolly activity that’s only designed to make you look interesting and clever.
These days content more or less is marketing. And given that most consumers make a buying decision before they’ve even had a conversation with the brand, content is also now the best way to sell.
Content works just as well for lead generation as it does to build awareness.
Your content has to resonate with your prospects and customers. It has to make them want to know more about you. And the best way of doing that is by writing in a clear, direct and helpful way.
Your prospects choose brands that they like. Brands they can relate to. That’s why it’s so important that you show your personality in the content you create.
The first step in your goal to use content to drive growth for your brand is to recognise the immense value of your prospects’ attention.
Nothing will motivate you to create compelling content quite as much as the constant nagging reminder of all of the other things your prospects could be doing instead of reading your blog.