“Content is king” is a phrase you’ll often hear thrown around the digital marketing space.
This is because content is such an important and powerful tool that can help you to reach a variety of business goals. It can help you to boost your SEO, drive more traffic to your website, earn your audience’s trust, and make more sales.
But not all content is created equal. So, if you want to enjoy these benefits, you need to ensure you’re coming up with the right content ideas and executing them well. Publishing content that your ideal customers genuinely want to read is easier said than done, but there are some tactics you can use to improve the chances of getting the right eyes on what you publish. Read on to find out more.
Answer common questions they have
It’s very likely that a lot of your ideal customers have some of the same questions about your products, services, or industry. So, if you create content that addresses these queries, you can provide resources your audience will genuinely want to read and take a lot of value from.
There are a number of tactics you can use to identify the questions your target audience would like the answers to. Firstly, you could conduct some question keyword research with a tool like AnswerThePublic, as this will give an insight into what people are typing into search engines when they’re doing research related to what you sell.
You could also check in with your customer service team on a regular basis to see if there are any questions they keep getting over and over again. For instance, is there a specific query people have about how your products or services work? If so, create a guide that provides them with all of the information they need! This will show you understand them, earning their trust and leading to more sales for your business.
To give you some inspiration for when it comes to creating content that answers common customer questions, let’s take a look at one company that does this particularly well.
Bankruptcy Canada is a company that specializes in providing advice and support for Canadians who have found themselves in financial difficulty. And, they do a great job of creating and publishing content that answers queries people who need their services are likely to have. Their guide to consumer proposals is a great example.
Because a consumer proposal is an alternative to filing bankruptcy, prospective clients who are considering hiring the company will want to know more about the possibility of going down this route. Bankruptcy Canada has answered all of the questions they may have, providing plenty of helpful information and showing that they are experts in their field. This content is sure to win over a lot of their target audience and lead to the company securing more business. So, it’s a great topic to discuss on their website.
Like Bankruptcy Canada, think about what kinds of questions people may have if they’re interested in your products or services. Could they be considering another solution to their problem, or do they want to know more about what you sell? By answering any questions they may have, you’ll produce content they genuinely want to read and win their trust in the process.
Create ultimate guides that explore helpful topics in detail
An ultimate guide is a very comprehensive piece of content that covers absolutely everything someone might need to know about a particular topic. They’re great for showing off your expertise, helping your target customers to understand your field of work, and earning clients’ trust so they want to shop with you.
If you decide you would like to reap the benefits of publishing an ultimate guide on your website, you’ll need to come up with a topic that you know you’re an expert in. And you’ll also need to ensure that your customers are actually going to be interested in reading everything you have to say about it. To get an idea of which topics are going to be the most popular, conduct some keyword research with a specialist tool like SEMrush or Moz’s Keyword Explorer. If you input some simple words and phrases related to your products, services, or industry, you’ll be presented with a list of popular keywords that are being typed into search engines by people who might wish to shop with you. Look out for any patterns that indicate people want to know more about a particular subject. Then, let this inform the creation of your ultimate guides.
You also need to ensure any topics you cover in great detail are going to be very helpful for your audience and that you write in a particularly engaging way. Ultimate guides tend to be very lengthy, so you’ll really have to work hard to hold your readers’ attention.
To give you some inspiration, let’s take a look at an effective example of an ultimate guide that one company has created to help its target customers.
ScrapingBee is a company that specializes in helping people to overcome common challenges that can come up when scraping the web. And, to provide their customers with value and expert advice, they’ve created an ultimate guide to Python web scraping.
As you can see in the image above, this is a 22-minute read, which indicates that it’s very in-depth and covers everything someone new to this topic would need to know. They outline all of the tools someone might need to complete this kind of web scraping task, highlight any difficulties readers might encounter, and explain some of the processes they’ll need to use to achieve their goals. This is a guide their target audience is sure to find incredibly helpful, which means it’s great for attracting high-quality traffic, earning their ideal customers’ trust, and helping the company to make more sales.
Is there a seemingly complicated topic that you know you can expertly break down to help your customers and show them that you know your area of work inside and out? If you’re able to create a fantastic ultimate guide as ScrapingBee has, you can provide a lot of value for your website visitors and win their business.
Publish content that helps customers understand your services
The better your ideal customers understand your products or services, the more likely they’ll be to invest in them. So, creating content that teaches website visitors about what you offer, who your offerings are for, and what the benefits are can be a great idea for your business. Plus, you can guarantee people will actually want to read this content.
There are a number of tactics you can use if you want to publish guides and blog posts that will educate your audience about what you can provide them with. For instance, you could publish detailed guides about what you sell, product demonstrations that show the different applications of the items you stock, and buying guides or comparison pieces that will help your readers make the best possible purchasing decisions.
To give you an idea of what this content could look like, let’s take a look at one existing example you can take inspiration from.
Truthfinder is a company that helps people to search public records for a wide range of reasons. For instance, they can help customers to search for people’s criminal records, find someone’s contact details, or conduct background checks on a person of interest.
Another application their service has is that it can help people to get in touch with their estranged parents. So, to help people understand how this works, they’ve created a whole guide that outlines the typical process someone will need to follow, explains what kinds of details the tool can provide you with, and answers common questions someone might have. It’s a fantastic resource that is sure to help people understand their service, earn customers’ trust, and make more sales for the company.
Consider whether you could create a detailed guide like this about how your products or services can help a subset of your audience. It’s great for ensuring people feel comfortable shopping with you and can ensure they make fully formed buying decisions. All of this will benefit your brand.
Focus on addressing your audience’s pain points
If you know your customers have pain points that your products, services, or knowledge can solve, create content that demonstrates you can help them. If you’re able to do this, people will definitely want to read what you publish because you’ll be providing true value for them. Plus, it will help you to win website visitors’ trust, which will give them more of a reason to buy from you.
You need to ensure any pain points you aim to address with your content are very relevant to your field of work. So, consider what people who require your products or services might need help with. Would it be helpful for you to provide them with how-to guides, problem-solving tips, or a concrete solution to an issue they’re having? Start creating content with this in mind.
There are a number of techniques you can use to identify the customer pain points you can address with your content. Again, you could conduct some keyword research and check in with your customer service team, or you could visit relevant online forums, look into what people are discussing on social media, and take stock of what your competitors are already writing about. All of this can give you a lot of inspiration for how to help your customers out with your content.
Intelius is a company that allows customers to search for people online and learn more about them. For instance, one of the reasons someone might want to use their services is because they want to know more about a person they’re planning to meet for a date after finding them on a dating app or site. So, the company has created a guide that outlines how they can find out everything they need to know to feel comfortable.
The brand knows that online dating can be nerve-wracking and sometimes even dangerous, so they aim to help their customers address a pain point by taking a lot of the mystery and guesswork out of the process. This article explains why it’s important to conduct a background check on someone you wish to date, how you can do this, and what kinds of details a background check report typically includes. The information in their article is likely to provide a lot of relief for their audience, while also demonstrating why their services are great and that they can truly help their website visitors.
You can do something similar by considering why someone might need your services and what kinds of problems they’re trying to solve. If you can provide them with some guidance through your content, they’ll trust you and will be far more likely to invest in what you have to offer.
Ask your customers directly
Finally, one of the easiest and most powerful ways you can provide your website visitors with content they genuinely want and need is by simply asking what they would be interested in reading about. It may sound simple, but nobody knows your customers as well as they do!
Consider sending out a survey to your email subscribers, and start some polls on social media. You could ask about the types of content your audience likes to consume, what kinds of subjects they enjoy reading about, and even how long they would like your articles or blog posts to be. The more you find out about your website visitors, the better you can serve them. So, try to get as many details as possible, but without overwhelming them with too many questions that ask for a lot of information. Multiple choice questions are easy to answer, so these are likely to get a good reception, or you could just ask for a few words about your audience’s preferences.
Survey your followers and subscribers on a regular basis — every six months or so should work well — to ensure you’re always providing them with what they need. Your audience may change over time, but you want to ensure you’re always adapting your content strategy to keep them happy and coming back for more.
Consistently publishing content that your audience genuinely wants to read is easier said than done, but there are some tricks you can use to increase your chances.
By answering questions you know they have, producing ultimate guides that show off your expertise, and directly asking your audience what they’re interested in learning more about, you can ensure you’re on to a winner. So, take these tips on board and ensure you’re tweaking your content strategy all of the time for the best results.
Author bio & headshot:
Aaron Haynes is CEO and co-founder of Loganix. The company is an SEO fulfillment partner for digital marketing agencies and professionals, which provides the services businesses need to improve their online visibility and grow. If you liked this article, check out the Loganix blog, where you’ll find more SEO guides full of expert advice.