A content marketing strategy that is customer-centric focuses on the quality of content that is personalized towards a particular target audience. Selling something through a piece of content shouldn’t be done directly, but rather it should look like a recommendation or an afterthought. By using the narrative of your content to bring the reader to a decision will help you reap great rewards in the form of leads, potential buyers, and ultimately sales.
Identify Customer Challenges
A good source of ideas for content that will attract qualified leads is to identify challenges your customers might be facing. These challenges can be diverse and spread all along the process of using or buying your product or service. They may face those problems during any stage of the sales funnel.
Firstly, you need to understand your customers’ challenges and address the pain points via your content. This also gives you an indication on how to position your product or service in the sales process. Addressing known issues, people will relate to your product and will trust to buy it from you.
Address Challenges via Content
The primary purpose of the content should be to help readers solve their problem or answer their questions. Start by addressing existing problems of you customers before, during and after buying the product. At each step, describe possible problems that might arise and how the customer can easily solve them independently or with your assistance. Make sure you describe the problem in detail and do it through the perspective of a customer.
Use Metrics for Content
After identifying the challenges your customers might be facing and creating content to address these, it’s important to know how effective it is. Analysis of the different types of content and its impact on the audience is essential to understand how to adjust your content marketing strategy. If you don’t measure anything, you will be wasting your marketing efforts without any extracting any clear insights.
Some of the metrics you can monitor are:
- Social Shares
- Customer Retention
- Click Through Rate (CTR)
- Post Engagement
- Time on Page
- Bounce Rate
- Email opt-in Rate
Audit Your Content Strategy
In order to maintain a highly effective content marketing strategy, you have to always improve your existing content. Thoroughly analyse your content strategy, observe it in a critical light and find out key flaws or potential improvements.
Do it regularly and determine what content needs to be promoted more, and content that your competitors are creating to generate leads for their businesses.
Conduct content auditing from a performance perspective, social media perspective, and SEO perspective. Once done, you will certainly find gaps and areas for improvement.