Writing Results-Driven Marketing Content
When organizations have no problem churning out content yet struggle to connect with their intended audience, often, the problem is content with real purpose behind it.
Marketing content is meant to encourage prospects to take an action, such as a phone call or purchase. But enticing leads shouldn’t be the sole driving factor behind your content.
The secret sauce for winning content goes straight to the source: understanding your buyer and what they want.
The buyer’s journey consists of three stages that ultimately lead to your buyer making a purchase:
Writing for the Marketing Funnel
1. Creating Content for the Clueless Prospect
Where does a clueless prospect start?
Their awareness of a problem or opportunity leads them to ask questions about how they might solve the challenge they are facing.
When creating content for the clueless prospect, engage their curiosity and educate them through these forms of content:
- Informational videos
Remember that when creating content, your goal is to be helpful and breakdown the challenge they might be facing, not to push your products and services on them.
2. Creating Content for the Curious Prospect
Once a prospect has converted from clueless to curious, they have identified what exactly the problem is and they’re in research mode to uncover the best possible product or service.
When creating content for the curious prospect, illustrate possible solutions through the use of:
- Data sheets
The further into the funnel you go, the more direct your content should be. Speak directly to the prospect with content that educates them on which solutions can help solve their problem.
3. Creating Content for the Serious Prospect
When a prospect makes it to the bottom of the funnel, they have uncovered which solution will meet their needs and now they need to select a product or service provider.
When creating content for serious prospects, present what your company has to offer using:
- Case studies
- Live demos/Consultations
Decision content ranges from thoughtfully placed calls-to-action to clearly written product descriptions. The purpose behind bottom-funnel content is ultimately to illustrate what sets you apart, so sprinkle your unique selling point (USP) when appropriate.
4. Creating Content for the Customer or Client
When the deal is closed and you’ve won the prospect’s business, the buyer’s journey is far from over. It’s important to not make the mistake of thinking that you’re done creating content for your customers.
When creating content that focuses on your current customers or clients, your focus should be on retention. At its core, retention content is meant to delight customers through:
- Support documentation
- Email outreach
- Exclusive offers
When done well, your retention content will help you maintain the relationship, upsell other products or services and help drive referrals for your business.
Remember, your buyer is on a journey. Map your content accordingly!
Writing for every stage in the buyer’s journey comes down to providing your audience with the right message. To connect with the right users, you must create content that begins with engaging their curiosity, then presents any possible solutions and finally, illustrates why your business is the best choice for them.