When it comes to creating content that converts, you need to approach your plan with your potential or ideal customer in mind. All too often when marketing our business and creating content we think about the journey that the buyer goes on from our own marketing prospective.
To create effective buyer focussed content that attracts the right customers and adds value to them, you must first understand the buyers journey from their perspective, understanding their needs, motivations and thoughts at each of the 3 distinctive stages. Content topics and styles should change at each stage to reflect where the buyer is at in their decision making process.
Here are my 5 easy steps to mapping out your buyer focussed content:
1. Clearly define your buyer personas and understand their problems/needs/opportunities
To step into your customers shoes, you must first be clear on who your buyers personas, each of the distinct personas that make up the majority of your target audience. To start creating your buyer personas check out my blog >>
2. You will also need to have an understanding of the 3 buyers journey stages;
Awareness = Focus on the customers problem/need/opportunity and educate them
Consideration = Focus on the solutions to their problem/need/opportunity without selling
Decision = Focus on your product or service that helps solve their problem/need/opportunity
3. Step into your ideal buyers shoes
Begin to examine how your buyer would feel, what their thoughts and motivations would be at each of the 3 stages of their journey. To do this create a document with 3 columns or download my FREE content mapping worksheet from the Resource Library. Column 1 is the awareness stage, column 2 the consideration stage and columns 3 is the decision stage. Start with your 1st persona, list out under each column heading the problems/needs/opportunities that may have that relate to your business, as well as what they would be feeling, thinking and what their motivations are at each of the 3 stages. Repeat these steps for each individual personas that you have.
4. Brainstorm the main topics you could cover to help your buyer
Now that you have a clearer picture of your personas needs, you can begin to think about what topics would be of interest to them. What topics have you got experience and expertise in, that would attract them to your website/business, that adds value and also is relevant to your product and services. Make a list of the topics you could cover.
5. Make a list of content to fit each stage
Each stage of the buyers journey will require slightly different content based around your key topics.
Awareness - In this stage you would create content based around the problems that you have identified would be relevant to your buyer. The idea of this stage is to attract them with the problem and convert them to your list using a lead magnet. Creating something like an e-book, free printable worksheet that is gated by a from works well for this stage.
Consideration - This stage is about nurturing your leads. You should create content such as blogs, videos, downloadable step-by-steo guides, e-books and webinars to help your potential buyer begin to solve their problem/need.
Decision - At this stage the buyer will be in the market to buy from you or a competitor. Your content should be tailored to educate the buyer on your product or service. This could include, fact sheets, comparison sheets, reviews, testimonials and case studies, free consultation calls, trials or demos.
Again with the 3 stages and your different personas in mind, use my free Content Concept Worksheet to list out 3-5 possible content titles based on the stage of the buyer journey, your buyers feelings and the topics you listed earlier. Select which stage it applies to and which format and structure that you would create it in. examples: a how to workbook or a how to checklist. Be sure to note down how this particular piece of content would help the desired persona.
The great thing is once you have created this content, you can easily repurpose it into new formats, this is a quick and easy way to make your content go further and creates content in a variety of mediums, which suit different buyers.
This should give you a great start to begin creating your content blue print.
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