15 Tip Guide to Creating Marketing Content that Resonates with Customers
Content is king. Everybody knows that. But the king is sometimes elusive, meaning that producing marketing content is no easy feat: 1) you need particular skills to build that trust between your brand and your audience; 2) your content needs to be authoritative and trustworthy, but never dull and; furthermore, 3) you can’t sound too “salesy”, like you’re tooting your own horn. Finding this balance is a sign of a true marketer.
Therefore, be very careful when posting content on a company blog. That blog is your champion representative. It epitomizes your marketing content efforts and is no joke. Blogs are the fifth most trusted sources of information on the internet. They can persuade the customer to purchase your products or enlist your services. So, they need to be informational, influential, and compelling.
Use your company’s blog as a source of information. Your customers want to know about your problem-solving skills and your authentic stories. By providing this authenticity, you achieve value without being too promotional. And, that’s your goal… to sell something without people realizing you’re selling it to them.
So, here are 15 tips to creating marketing content that resonates with customers.
1. Do Your Research
The first thing you need to do is figure out what your audience wants. What information is your audience after? What kind of content peaks their interest? Therefore, the first tip is to do your research. You can’t just look at other blogs and articles for inspiration, or write about what you think will be attractive to others. You have to scour the forums, conversations, and trends to see what people are chatting about. Then, use that newfound knowledge as a guideline for future content. It needs to resonate with your audience, not just yourself.
Also, it shouldn’t solely be focused on your brand. For example, let’s say that your company sells fitness apparel. While doing your research, look at what your potential audience has to say about fitness, not just sports garments.
2. Leave No Question Unanswered
As said before, blogging is all about authenticity. It needs to be relatable and shearable. However, that’s not always easy to achieve. The best way to accomplish this task is to imagine a buyer persona in your target audience. Take a step back and imagine being in Average Joe’s or Regular Jane’s shoes, and consider questions they might ask. Include the answers in your content, as well as insights that may help as well.
Furthermore, offer advice or a nudge in the right direction. The average consumer turns to blogs for information and solutions. Therefore, make sure that’s precisely what you’re providing.
3. Lead the Way
If you think all content is valid, you’re not wrong. However, there are various levels of effectiveness. For most exceptional results, it’s best to establish thought leadership. That will work much better than boasting about your great products and services.
Self-promotion only works if it’s subtle. Therefore, use your blog as a platform to share your knowledge on various topics pertaining to your professional field. Offer insights and opinions, solutions and advice. This will engage your audience much better than you patting yourself on the back for a product well-made. This strategy will establish trustworthiness, and you’ll get your potential clients to buy your products without actually persuading them to do it.
4. Pay Attention to Trends
To showcase authority in your industry, you need to talk about what’s to come, not just what is. Therefore, make sure to frequently mention upcoming trends from your field. People want to know what’s happening, but they rarely have the time to do research and speculate. Therefore, that creates an opening for you. Provide the information they need and consolidate your authority.
5. Content Is for Branding, Not for Sales
If your audience is not in a buying mood, then any form of sales pitches will not work. Offer customers information and answers instead. Give them the knowledge they seek and prove that you are an expert in your field. They will later associate that expertise and authority with your products and services.
6. The Principle of Authority
This is a follow-up to the previous tip. Showing authority on a particular subject will make people respond better to your content. They will subconsciously look to you while making decisions. Therefore, educate your audience and teach them something new, while you exude confidence and an in-charge attitude.
7. Start with Yourself
You hate it when someone tries shoving their products/services down your throat, right? Well, your audience doesn’t like it either. Therefore, engage rather than use your blog as a selling platform. Think about whether you would want to read your blog while searching for information. Also, keep in mind that you don’t need to spell out “We’re terrific.” Instead, indicate this persona through meaningful content.
8. Make Your Content Focused
The overall focus is crucial for success. However, it’s not enough that you are aware of it. You also have to show it to your readers. They have to know that you are credible and that they will always get what they expect. Therefore, consider writing a mission statement.
9. Use Case Studies for Factualness
One way to promote your products and services, without being in-your-face “salesy”, is to publish authentic case studies. You can post them on a regular basis to help your audience understand your content.
10. The Story Is Everything
If you include real stories in your content, people will find you more relatable. An original story is always better than empty talk about specific topics. You can incorporate powerful data and images with real testimonials and anecdotes. That way, your article will engage the audience instead of just providing them with lackluster information. Inspire them.
11. Don’t Pretend to Be Something You’re Not
In other words — just be yourself. This is the most significant tip. If you take anything away from this article, let it be this — be transparent. Let your audience see that you’re a person as well, not some intimidating brand entity. You’re just like them, but with pertinent knowledge that you’re willing to share. Therefore, show them that, and they will respond to it.
12. Solve Their Problems
Don’t aim for your benefit. Think about what your readers need. Think about the problems they might have. Then, offer solutions for those problems. The primary aim of your content should be to please the customer, not to benefit you. The profits you receive should be the consequences of the help you provide.
13. Don’t Use Jargon
Of course, you don’t have to be rigid with the way you articulate your thoughts. However, avoid using sales-related words and phrases. If you describe your product by the phrase “value-added,” chances are, you’re trying to sell something. And, your potential customer knows that. Marketing jargon can’t achieve the same things that explicit and insightful content can. Furthermore, make your blog posts sound like the same person wrote them. That way, your audience will get used to the overall voice.
14. Engage Your Audience
There is a simple rule to this. To engage your audience, your content needs to provoke that engagement. Entertain and interest your audience with content that isn’t product-centric. You don’t have to mention how great your brand is in every sentence. In fact, if you do that, your readers will give up after the second piece. You can increase brand awareness without making your brand the focal point.
15. Don’t Stray Far from Home
For most businesses, local influence is the primary source of recruiting. You can offer value locally. Participate in local events and be active in your local online community. That is a great way to engage the regional audience. Think of it this way — if the locals know you, they’ll trust you. And, when they trust you, they’ll buy from you.