Great content creates brand awareness and brand visibility; plus, it grows a loyal audience that knows and likes your brand. Ultimately, it can help you increase sales.
B2B buyers consume, on average, 13 pieces of content before making a decision to reach out to a salesperson or buy a product. That’s why a content marketing strategy is so important: It makes future customers aware of your business and more likely to purchase from you. What Is Effective Content Writing?
Sales aren’t the only way to measure effective content marketing. There are various metrics and goals to achieve with content, depending on the stage of your buyer’s journey.
The following is a visual representation of how to measure success at each stage. You can set certain goals as part of your content writing strategy at each stage: If you have an increase in traffic, audience, leads, and sales, congratulations! Your content writing strategy is working.
“The most important ingredient to make your content writing successful is focusing on your target audience throughout the whole process of content creation,” says Julian Tavalin , a content marketing professional who focuses on content writing for tech companies . “Know their pain points, challenges, key search terms, and interests. While writing, always put yourself in your target audience’s shoes and help them get answers to their most important questions.”
Brian Dean , a founder of the popular Backlink SEO blog , writes, “As an entrepreneur, one of the best things you can do is just keep trying stuff and messing up and learning lessons.”
Keeping those principles in mind, here are 15 tips for approaching content writing. 15 Step-by-Step Tips for Effective Content Writing
1. Know your buyer persona
You should know exactly whom you are creating your content for. Prepare a description of your buyer’s persona to help you stay on track.
Every buyer persona description should cover the following items: Demographics
Psychographics Influences and information sources Pain points and challenges Purchasing process Knowing your buyer is the first—and arguably the most important—step in the content creation process. 2. Generate content ideas If you’re looking for content inspiration… Consider what unique expertise you can share with your target audience. That can be best-practices, professional tips from a project, a list of tools that you’ve tried and compared, or an analysis of anything else you’ve worked on recently. Check out what your competitors are writing about. Get insight from your sales reps to find out what questions your customers ask and what challenges they face. Know what questions your target audience asks online. Buzzsumo can help you discover trending topics and questions, which can help you come up with new ideas. Use Quora or Reddit to see what questions related to your chosen topic are popular there. Brainstorm ideas with your team. More heads are usually better than one. 3. Choose a content type Once you’ve compiled your ideas, think about what type of content you want to create. Keep in mind that content is not just […]