Once you have a concrete idea of your buyer personas and defined their concerns, it will be much easier for you to create useful and relevant content that can hold its own in your industry.
It is important that you not only have your buyer personas in mind, but also the process-like "journey" on their way to the purchase decision , the buyer's journey . Both elements are fundamental factors for a coherent inbound strategy .
Get inspiration for your content from the buyer's journey. ©HubSpot
Use your content to answer potential questions about the buyer's journey. |©HubSpot
Your goal in terms of content marketing should be to produce content for each of the three phases of the buyer's journey that covers all the problems and needs of the awareness, consideration and decision phases . This way, you can help your potential buyers overcome each stumbling block with the right content solution.
Tip: Choose a personal approach and don't be afraid to address your readers, listeners and viewers informally. This personal level between the company and (potential) customers strengthens empathy and creates trust in the brand.
Examples: Content for the Buyer's Journey:
Awareness phase: e-books, white papers, blog articles
Consideration phase: expert guides, explanatory videos, podcasts
Decision phase: case studies, product comparison, test packages of your own services
4. Offer your users added value
Of course, you are not alone with your inbound strategy on the Internet. In fact, there are plenty of professionals who have been there before you. The search results for your relevant topics are sometimes dizzyingly high. So how can you stand out from the crowd?
Create added value for your potential customers and inspire them!
Create added value for your customers with inbound marketing.
Create content that your target audience really needs. | ©Shutterstock
It's not just about - but also about - a positive user experience ukraine phone number data in the spheres of your website and your blog. In addition to meaningful topics for your visitors , you have to arm yourself with real goodies. Of course, this doesn't mean merchandising, but rather solutions for your specialist topics.
So think of yourself as a walking encyclopedia – only more attractive.
Ultimately, you want to attract interested parties and, ideally, convert them into customers of your company. To do this, adopt the perspective of your buyer personas and, as you plan your content, keep asking yourself the question: Does this information really offer added value to my buyer personas?
Provide answers in the form of high-quality infographics, instructions, explanatory videos, dos and don'ts, etc. Your visitors will thank you for this and the search engines will reward you with a good ranking.