Marketers are under more pressure than ever, in 2020. Tasked with creating and distributing content that delights readers and achieves business goals, it can be hard to know where to start.
And that’s where our mini, content-creation master-class comes in.
Be inspired by our bite-size tips to raise your content game.
1: Make your business easy to find
Before buying anything, 85% of consumers undertake online research. And, at the point of purchase, 67% of customers prefer self-service. These two stats highlight the importance of giving potential customers lots of useful info where they’re most likely to look for it – think review sites, blogs optimised for SEO that help and don’t just sell, articles by trade journos and influencers, and meaningful networks on the most appropriate social platforms.
2: Be clear about your audience (and where they are on their journey)
Some people will be aware of a problem but not a solution.
(Think ebooks and how-to guides.)
Some people will be aware of a solution but not the solution you offer.
(Think comparisons and case studies.)
Some people will be aware of your solution – maybe even using it – but not the new-and-improved solution that you can now offer.
(Think trials and webinars.)
Share stories that demonstrate how deeply you understand the unique challenges that your readers face. Or, better still, stories that help them overcome those challenges.
Be clear – and realistic – about what you want your content to achieve.
Do you want to drive traffic to your website?
Encourage trial sign-ups?
Don’t be afraid to mix things up if you don’t get results: channels, images, headlines, CTAs…
Post, review, and adjust until you find your winning formula.