Creating the Right Content

We know - it can be daunting.

How Important is it to Create the Right Content?

As shown previously, the first objective of the sales engine is to increase  customer awareness, not bombard them with coupons, discounts, and self promotional material. Your job is to deliver extremely high value material that  instructs and guides them in their current needs rather than using the opportunity to sell them something.


Blogs

eBooks

Infographics

Data & Statistics


So I know what you are thinking, how in the world am I going to continuously create content that can guide them every step of the way? Well, you aren’t the only one. The majority of marketing teams (if there is one) is relatively small and so a small group of marketers are forced to be jacks-of-all-trades, ultimately limiting their ability to excel in one single task.


Even larger teams with personnel dedicated to certain content have a hard time curating meaningful and valuable content that is prepared to reach the prospect at the right time of their customer value journey. Ultimately, the real issue is not all marketers or businesses truly know their audience.

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The Solution?

Creating Customer Personas with your data. This enables you to make content for their needs.

Using the data from all analytics tools gives you a better insight on your most valued and loyal customers, with no regards to personal bias. Once you understand your target audience, it will now be easier to create content that is tailored to help answer any question a potential customer may have as well as making you an authority in your market.
The main goal of this content is to foster trust and to nurture them through the sales funnel. The other reason why a sales engine could run out of steam is due to the misguided understanding of an owner or stakeholders. Their comprehension of what the results should look like and how long it should take can cause some disruption. They must be able to understand that a true sales engine is a process and not a tactic. It may take time to develop and implement to ensure the content meets the customer at the right time.

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Next: Distributing Content that Converts


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