The days of clickbait are long gone. To get noticed today, your business must create content that adds value for your customer. Here’s what that means for your content strategy.
What is content strategy?
Content strategy is about providing the right content, to the right people, at the right times – for the right reasons.
Many businesses mistake content marketing for sales or product pages. The problem with this sales approach to content is that it’s focused on your business rather than being customer-focused.
In other words, most people don’t search for persuasive sales pieces. Instead, they search for articles or videos that help them do something important to them. If your business is the one helping them, you’ve created a magical and valuable thing called a relationship with the customer.
Become your customer’s best source of information
Through effective content strategy, customers learn to rely on your business:
- They’ll see you as a leader in the industry,
- A source for useful information, and
- An expert in the kinds of things your product helps them do.
So don’t just write blog posts that aim to resolve customer pain points with your product features. Although that’s a good start, you must also provide additional, useful information on a variety of topics that matter to your customers.
For example, let’s say you run a homestay. Your website already tells customers about what you offer – amenities, number of loos, included perks. So your content marketing needs to go a step further. Consider these topics:
- Step-by-step guides to day trips including maps
- Where to eat in town on a budget
- Efficient suitcase packing
- Videos about local customs and slang phrases
Content strategy is about building an audience platform
According to research done by the Content Marketing Institute in Australia, creating compelling content for customers results in an increased subscriber base. That’s marketing lingo which means self-selected, hyper-targeted leads who have a vested interest in your business and products. So, find topics that interest your customers and create your content strategy around them.
If you want help creating an epic content strategy, we’re happy to oblige. Just give us a shout!
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