Table of Contents
Introduction
Your ideal customers are out there, looking for a product or service like yours. The challenge, of course, is to find them. And that’s where content marketing comes in: high-quality content will attract your ideal customers and help you build lasting relationships with them.
But what makes content “high quality”? Let’s look at three qualities of effective content: usefulness, expertise, and buyer-journey specificity.
Your content needs to be useful.
The question then becomes, what kind of content is useful? And to whom?
Your answer might be: “As long as it’s valuable, people will read and use it!”
While that may be true for some, I would argue that it isn’t always the case. For example, a study from MIT found that 90% of information on the web is never actually used after being consumed.
So if you want your content to make an impact on someone or something else in some way, then make sure it’s useful first and foremost — regardless of who or what you’re trying to reach out to.
Your content needs to demonstrate knowledge and expertise.
Your content needs to demonstrate knowledge and expertise. If you want your ideal customers to trust you, then you need to show them that you can help them in their specific situation. This means that your content needs to demonstrate knowledge and expertise so that your ideal customer will know they can trust you with their questions or problems.
If a potential client searches for a problem they are having, they are going to look for answers from people who have experience solving that problem in the past. It’s unlikely they will hire the first person who shows up when they search Google because there is no way of knowing if this person has actually helped anyone else before or not. They may also be worried about paying money upfront only for things not work out like promised later on down the road (which happens more often than most people realize).
So how do we demonstrate our knowledge? By writing articles about topics related specifically toward solving common problems faced by our target audience members every day!
Your content needs to be tailored for each stage of the buyer’s journey.
Relevant
Your content needs to be relevant at every stage of the buyer’s journey. By this, we mean it should address specific problems and concerns that are being experienced by people in each stage.
For example, if you’re trying to attract new customers (the awareness stage), then you could write blog posts about how they can improve their marketing strategy or how they can improve their website design.
If they’re not aware yet that they need a new website or marketing strategy, then these kinds of articles won’t help them figure out what those things are or even why they would want them in the first place! We call this type of content “top-of-funnel” because it’s designed for people who are just beginning their research about your product or service (AKA “the top of their funnel.
Valuable
Your content needs to provide value throughout all stages of the buyer’s journey—not just at one particular point along that path. This means that when someone is researching options on Google and comes across an article from another website, there should still be some benefit for them even though they haven’t made any purchases yet.
High-quality content will attract your ideal customers.
Your content has to be high-quality. Quality comes from several different areas:
- The quality of the information must be good—not too technical or overly simplistic, but something that will solve the needs of your ideal customers.
- The writing style should also be of interest to them, not just you and other people who are working on the project.
- It should also be easy to read and understand, even if it’s a long piece. This is important because most people have very little time these days for reading blogs or articles online—and especially not if those pieces are difficult or boring!
Conclusion
The takeaway here is that the more you know about your ideal customers and their needs, the more effective your content will be at attracting them to your business. We hope this blog post has given you some ideas on how to create content that resonates with customers and improves your bottom line.
