Content can be your ultimate sales tool - when it's driven by smart strategy
Great content is the most natural way to build relationships with potential customers - relationships that are designed to result in sales, without having to do the hard sell. Cheers to that!
Knowing how and where to start can be tricky, and that's where I can help.
I will work with you to define a roadmap that identifies and plans content to attract and retain your ideal customer — and, ultimately, to drive sales.
My five step recipe for creating a great content strategy
Step 1. Agree on objectives and budget
We need to decide what you want your content to do for your business and how much money you will have to spend on execution. There's no point in developing a content plan that includes expensive videos, research-heavy white papers and webinars if you don't have the budget or means to make them happen.
Step 2. Define your audience and their needs
I will work with you to create customer personas or avatars (if you don't have them already) that will define and segment your audience. Personas created specifically for content marketing need to put a lot of focus on each segment's pain points and where they look online for solutions. This may require some customer interviews.
Step 3. Develop your brand voice
Content marketing is all about building relationships through trust, so it’s important that your content speaks to future customers in a consistent and familiar way. I'll work with you to build a tone of voice document that will inform all future content marketing communications and act as a brief to creatives.
Step 4. Brainstorm ideas
Once we’ve mapped out your personas and landed on your brand voice, it’s time to get the post-it notes out.
We start by focussing on your customer personas, looking at how each type of customer travels along their journey from awareness to consideration to purchase.
We then start to create categories of content to act as brainstorm platforms, further segmenting by communication touchpoint or channel.
Find out more about how I use customer journey mapping and marketing funnels to identify new content opportunities in my blog post 'How to use customer journey mapping to guide your content strategy'.
Step 5. Create a content schedule
I'll build a content schedule that outlines which pieces of content to share with your different personas across which channels throughout the year.
Get ready to be generous - great content marketing involves giving lots of great insights, ideas and helpful hints to your target audience.
If you’d like me to tell you more about the process, please get in touch.
Content is more than just blogs, but blogs are awesome for attracting new leads and opening SEO doors to your website. Find out more about my blog writing services here.