With the many analytics tools that are in use today, you’ll be able to slice and dice all the data and metrics to death and still feel confounded when it’s time to create content that will be a hit with your ideal audience.
You’re not taking full advantage of your advantages as a solo entrepreneur, small business owner or businessman if you compete with the “big guys” with analysts who analyze the data and metrics and a production facility that creates content every day.
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Your value is YOU – with a unique mix of personality views, convictions, and convictions by the lens of your knowledge within your particular field to create a resonance more than the “thing” you provide and transform your customers at the deepest level.
Your empathy is your best weapon.
It gives you the humanity to generate insights that no research or data could provide.
You can bring back the excitement of creating content by learning to build your personality, empathy and the essential elements of content marketing best practices.
1. 1. Customer Journey
This is a better way to put it What are the steps people take before becoming your customers?
Don’t be concerned about forcing your potential clients through an “funnel” with 37 different combinations that make everybody’s head spin… simply to make sure you appear “smart.”
The real-life customer experience is not linear or clinical. There are many emotions to be felt and it’s never rational.
As the word “journey” signifies it’s a chance to be a story of change. It’s more than a step-by-step instructional guide.
Your content should be aimed above and beyond the old “provide valuable and relevant information” to address these questions:
What’s your ideal customer’s story?
What is their journey as an hero?
What are they thinking, feel and do at each stage? What do they require to understand about the subject matter, you and themselves to advance to the next level and use your services more effectively?
What are the roles you envision yourself playing for them each step of their journey? What elements of your personality or beliefs resonate most with them throughout the course of your career?
2. Buyer Persona
You probably have some “ideal clients profiles” in your hard drive if you took any marketing classes or even training.
You’ll only get to a certain extent by asking a few simple questions and creating an avatar. Do you feel that the profile represents an actual person when you view it? Does it sound like an awfully written character from TV with a stale, sterile personality that you can’t believe that she is real?
It is important for us to collaborate in order to make this person meaningful.
Your buyer’s profile should not be kept in a static state. As she moves through the customer journey, her response to your communications will change.
After you’ve identified your persona, look back at the customer journey you took and think about how she’d react and what she’d need be aware of to strengthen her connection with you.
It is an organic process.
As she goes through the customer journey, her persona shifts.
When I write content for clients, I love to imagine I’m their prospective clients, and we play an exchange to discover the kind of information we require to write a piece to be effective.
The majority of training programs teach us how to give the persona an identity. Agressive Abe, Boring Boris, Catty Cathy.
Recently, I came across an article (unfortunately I was unable to locate it for this article) which questioned the practice.
In essence, when we refer to an avatar, we are introducing cultural and societal preconceptions. This is a fascinating topic.
IMHO I believe that the most effective content is one that appeals to a wider context – certain universal inkling, beliefs and identities that transcend simply finding the pain and bending the knife.
It is possible to “see” the persona you’re trying to get to know. It’s like taking her from a “problem solving” mindset to an “aspirational” attitude.
3. Keyword Research
The keyword isn’t the only factor that drives SEO.
Instead of making use of keywords to get a high ranking on Google instead, you should utilize them to look into the world of your ideal audience. This will allow you to be on top, draw their attention and lead them along the route you’ve created for them.
Keywords will help you envision how your ideal reader would describe their world. Reflect on it to them, and you create resonance.
Keywords will help you to determine your target audience and help guide your content’s initial direction. This will help you to identify these keywords and draw them in. Your content is useless if no one is reading it.
An understanding of the importance of keywords will add depth to your customer journey. If you know how your customers talk about what they want and what they need to solve at each stage it is possible to add depth to the persona , and create a narrative around their experience to create a deeper connection.
Pay attention to the subtle meanings of words What is the reason they are using that word? What does it mean to describe their issues in a certain way… does it emphasize some specific beliefs or preferences?
You might be surprised by the knowledge you learn about your target audience if you make keyword research more than just an automated task.
I haven’t been able to successfully stick to a calendar of content. I tried it. It was too rigid to how I feel and how much I want to create. It was then tossed out the window two weeks after.
However, we want to ensure that your content marketing efforts are supporting your company and helping you reach your objectives.
Is there a happy medium?
If you are planning an advertising campaign or outline a set of marketing initiatives, you can map out an outline of your content strategy to achieve your objective.
Who are your main target customers for the campaign? Where are they in the customer journey? E.g. For example, if you’re marketing list building campaigns It is likely that you are communicating with people at the very beginning stages of their journey. If you’re selling more advanced education, you will likely target those who are further along the path.
Then think about your persona and what she’d do, think and feel at that point. What could trigger her to go to your website (= mapping a keyword)? What information will she require in order to make a decision? (is a reflection of the knowledge that you gain from answering the questions in the #1 above.)
Your content will be that much more effective if you tie it into the goals of each campaign, the stage of customer journey that it is addressing, and the psychology of people who read it at the particular point of change.
The Copywriting Alchemist. Amazon is now offering “Copywriting alchemy: Tips for turning a strong personal brand into content that sells” by author Ling Wong.
Through her unique blend of coaching for marketing along with copywriting, and content strategy She assists maverick entrepreneurs uncover, articulate & transform their WHY into material that is resonant, connects and converts. It’s all because of an intuitive but rigorous iterative process born out of her Harvard Design School training and 15 years experience in the world of online marketing.
Ling is certified in Inbound Marketing, Content Marketing as well as Email Marketing certified. Through her writing engagements with a variety of SaaS and marketing companies with the goals of driving organic traffic, gaining readership and increasing conversion, she’s knowledgeable about topics such as online marketing, content marketing conversion, eCommerce, UX and social media marketing and much more.
She assists entrepreneurs, coaches, consultants and service professionals in applying these best practices to their specific business models and circumstances.