Now That’s Fresh: Why Relevant Content Is a Total Game Changer
With today’s influx of online information, businesses vying for relevancy with buyers can no longer just churn out content ‘for the sake of it.’ Be it blog posts or eBooks, infographics, or podcasts, every piece of content not only stands to turn curious digital wanderers into longtime customers—it should.
Content, especially nowadays, needs to inspire, engage, and enable. It needs strategy, and perhaps even more importantly—it needs relevancy. Every marketer needs to hone skills around being relevant to every buyer.
Fortunately, whipping up applicable content is less an ingrained skillset among select individuals, and more a systematic—even scientific—step-by-step process towards success. Businesses looking to amp up their website ranking can begin with these starter insights:
Sure, not all content will rock the worlds of every single reader. Holding oneself to such high stakes ensures a content management migraine, to say the least. But the power of relevancy comes via understanding that content is never stagnant, and never the same for each user. Rather than pour over ‘the perfect logo’ or the ‘catchiest headline,’ consider relevancy as a way to make a connection—between your business and your prospective buyer. Creating buyer personas for these potential shoppers marks the perfect starting point.
Keep in mind, personas can be as vague or as quirky as your brand necessitates. But the underlying current driving each persona should be WHO they are, and WHY they’re buying your product. What motivates them? What scares them? What’s their biggest pain-point—and how does your product alleviate it?
Keywords that count
What’s a surefire way to stop your next potential buyer in their tracks? The right query, of course. In fact, content marketers need never underestimate using the right words at the right time. Since SEO hinges on the user experience—bridging the gap between users’ wants and businesses’ offers—keywords act as the necessary guideposts throughout this connection.
Start with a list of prompts: What are you selling? What is your business’s mission? What adjectives would you use to describe your services? From there, move into more complex queries: What’s the customer’s main struggle? What problems can’t they surmount? What solution are they seeking? Remember, the more specific your list, the better.
Your buyers’ typical journey can and should drive your decisions around what content to develop and how. But also keep in mind that sales reps will often be leveraging that content in the lower portion of the funnel. Do reps have the sales enablement content they need to add value and follow up with every sales conversation? Do you provide content to re-engage a buyer that’s gone silent? Think about it: buyers conduct a lot of research before and during the purchase process. Make sure the content your marketing team is using for lead generation dovetails with the content that sales reps are using to follow up.
As stated earlier, churning out content with no end-goal or strategy in mind isn’t enough. That said, relevant content isn’t all metrics. Make sure the materials you’re pushing out maintain a real-world connection to the changing times. Current events. Evergreen-style content. Publish resources that not only are useful today, but will remain so months and years down the line.
Tip: gauge content towards solving users’ problems. Resources that continually and consistently address the needs of customers are that much more likely to stay centered in the digital limelight. As your buyers’ problems shift and change, your product’s ability to address them may change as well–and that makes for compelling, relevant content.
Engage closed-loop analytics
Take stock of content that’s outdated, no longer aligns with your business’s mission, or fails to compel readers. Weed out the dry, stale snoozers and replace with fresh, new material. Use closed-loop analytics for insights into your customers’ entire lifecycles, from first interaction to number-one fan, and to pinpoint any weak spots within your content strategy. (What materials are working? What content is especially effective? What content still stands to be created, and how can it best be optimized?) Sales enablement solutions act as a one-stop shop for closely tracking, measuring, and optimizing the paths every single customer chooses to embark on.
From customer personas to closed-loop analytics—upping your business A-game often hinges on content. Content that’s resourceful, that resonates, and that remains relevant.
This is a guest post from Erica Karnes, a content specialist for Highspot, the sales enablement industry’s leading platform for content management, customer engagement, and analytics.