Content, content, content…does the mere mention of the word give you a splitting headache?
Rest assured: you are not alone!
Consumers today are more educated than they’ve ever been. In fact, researchers say when a potential customer reaches out to you, they are already 60% along the way toward making their purchasing decision. This is why it’s so important to identify and create content that will attract your IDEAL clients and provide them with the information they need to do business with you.
So, how do you determine what content your prospects will want?
First Step: Know Who Your IDEAL Customer Is & Why They Buy
- Who is your #1 customer?
- What characteristics best describe them?
- Why would they buy your products/services?
- How can your products/services help them?
Second Step: Put Yourself in Your Client’s Shoes
“Customers aren’t interested in your company. They’re interested in themselves and how your company can make some part of their life better!” –Benji Rabhan
Your prospective customers want to know how your product/service will:
- Help them
- Educate them
- Entertain them
- Save them money
- Save them time
Third Step: Start with a Theme
Once you have a better understanding of your prospective customer, how they make purchasing decisions, and why they’d want your product or service, it’s time to brainstorm.
I am a “themer,” meaning I theme everything, whether it’s my son’s birthday, decor for a room, or content for my social media posts. Even though my themes tend to drive my family crazy, they do make everything a little easier (just wait til the 22 family members coming to the cabin for Memorial Weekend find out about this weekend’s theme).
Typically when working with a client, I will have them write down all 12 months on a sheet of paper. Then I give them 3-4 minutes to write down a theme for each month. This could be connected to a holiday that occurs in that month or a product/service that would fit well with that month.
Here’s a great example of a 12-month content theme we built for a winery:
- January: Health benefits of wine
- February: Romantic date ideas
- March: Lucky wines
- April: Easter recipes/wine pairings
- May: Mother’s Day
- June: Grilling recipes/wine pairings
- July: Red, White & Blue
- August: Summer vacation spots—wineries
- September: How to taste wine
- October: Spooky facts about wine
- November: Thanksgiving Recipes/wine pairings
- December: Holiday gift-giving etiquette
This example literally took us 3 minutes to create. Now the winery has an overarching theme they can use to help them identify social media posts and blog ideas that tie back to each month’s theme. Pretty simple, right? Take 3 minutes and give it a try and remember content doesn’t have to be complicated.
Fourth Step: Variety Is the Spice of Life
It’s true…variety is the spice of life. That’s especially true about content. Even if you have great content, you still need to vary the delivery of that content to keep prospective customers engaged.
If you post the same type of content EVERY DAY, you will begin to lose the attention of your prospective customer. Live on the edge and spice it up a bit. Here’s a simple example of how you can do just that…
If you need help creating a content strategy or determining what marketing channels you should use, please call us to learn more about our NEW Marketing Strategy Session at 612-298-3487.