Do you know who you’re writing content for?
Successful content marketing is about answering the following three questions.
Who is your target customer?
How are you going to engage this target customer across the buyer journey?
What kind of content are you going to create?
The first of these three questions is the most important one. But sometimes brands forget about it. They lose track of the type of customer they were trying to attract in the first place.
It’s an easy mistake to make, too.
Particularly if there are several stakeholders within the company offering their opinions on what they think the content should look like.
However, if you want your content to connect with customers, it has to be focused. If what you write doesn’t mirror the worldview of your target customer, it’s unlikely that this content will resonate with them.
Before you define the who, you can’t hope to answer the what and the how.
The services that I offer are designed to answer the three questions at the top of this page. They help you to grow your business by engaging the right kind of prospect and turning them into customers.
Profiling your ideal customer
Knowing what moves your target customers means knowing the messages that will resonate with them. My background in market research means I’m skilled at building up a picture of who your ideal customer is and how we can motivate and influence them with content.
How does this work in practice? Typically, I’ll moderate a workshop session, where together we can build up a picture of your ideal customer’s values, pain points, and what they stand to gain from your product or service.
We can meet up to do this workshop together. Alternatively, we can arrange a video call with a shared document for note-taking.
A content strategy for continuous engagement
Once we’re clear on who we’re writing content for, I create a content strategy. It maps out the type of content that will resonate with your ideal customer at different points along the buyer journey.
Prospects need different kinds of content depending on what stage of the buyer journey they’re at. I write a guide for how to keep your ideal customer moving along it. This includes advice on how to position web content, as well as ideas for blog posts, ebooks and other pieces of content.
Compelling content that moves the reader to act
Compelling content engages your prospects. It turns them into fans and then customers.
The content I write ranges from web content to blogs and articles; from e-books and thought leadership to email campaigns and social media snippets.
All the content I write is designed to resonate with your ideal customer. It’s written to mean something to them and to help them.
In 2019, consumers expect a lot from your content. There’s a lot of competition for attention out there. To compete, your content doesn’t only have to be engaging - it has to speak to the specific values, beliefs, worries and motivations of your ideal customer. And that’s where the first two services come in.