How to create content for your key customers that converts.
Updated: Apr 8, 2021
3 of 6.
This is the 3rd in a series of blogs on how to create an actionable and measurable content marketing strategy for your business.
This article looks briefly at the 2nd of the 5-pillar framework, and considers target audience(s), that is for whom you are creating the content for, and how it will benefit them.
It’s common for businesses to have more than one customer segment that they are trying to attract and convert over time. So, it’s important that your content is #curated, so that it meets the needs and wants of each customer segment.
Customer profiling
Customer profiling helps you build a picture of your ideal customer(s). This is often referred to as a customer persona/ avatar. Customer profiling considers:
#Demographics (age, gender, income).
Goals and motivations (business or social).
Customer pain points (challenges they are facing).
Needs and requirements (solutions they are seeking).
#Webographics & platform usage (internet usage/ tablet/ mobile etc).
Once you are familiar with your ideal customer(s) you can then develop content using appropriate keywords at the right level of information, while packaging content in the most relevant format. Understanding where your customers are on the internet can also help you decide where to #advertise or #publish your content.
Case study
Brenda is 50 years old. She is English, educated and financially comfortable. She is looking to replace her old diesel car for an electric car, as she wants to reduce her carbon footprint. However, she doesn’t want to compromise on price, performance, or design. Brenda is using her laptop to conduct a Google search, using keywords and phrases.
She comes across an article published by a prominent manufacturer of electric cars, which is optimised using the same keywords and phrases. The article gives her relevant facts about a recently developed model, which satisfies her requirements. A link within the article takes her to the manufacturer’s website which provides her with several options designed to assist her throughout her buying journey:
Download a product and pricing brochure.
Compare specifications.
Compare ownership costs.
Download an accessories brochure.
Chat with a virtual consultant.
Or request a call back from a salesperson.
If you are a large organisation your sales and customer services teams can give you insight into the problems that current customers are facing, or questions that you can address, which you could then work into case studies, customer testimonials, product brochures or FAQ’s at the back of your website, for example.
You can use a range of tools to help you identify relevant keywords or phrases being used to search for products and services. Some are free to use, partially free or require subscription for more in-depth analysis. Semrush, Google Ads, Answer the Public and Ubersuggest are amongst the most popular.
If you have been producing content for some time already, Google Analytics will help you track the content that is doing well on your website or across your social media platforms.