The challenges of an effective content strategy
Businesses can hardly do without online content, as the benefits are numerous: improved visibility, audience engagement, lead generation and conversion – to name a few.
Content is therefore a true strategic pillar for building a relationship with the audience, contributing to the success of communication objectives, and increasing revenue. The goal is to support the customer throughout their reflection and purchasing journey.
Define your target audience and their needs
To create a relevant content strategy, the all of these solutions are delivered by a team of dedicated? first step is to define your persona (a fictional representation of your ideal customer). Several key pieces of information need to be gathered: their issues, needs, limiting beliefs, objections, and purchasing habits.
To collect this data, there are several methods:
- Conduct surveys
- Conduct interviews
- Observe discussions on social networks
- Join forums, online communities
- Analyze online searches (keywords)
- Conduct a competitive study
Understanding your target’s purchasing journey
The customer journey, or customer journey, describes the stages your target customer goes through from becoming aware of a problem to making a purchase. Your content strategy is there to guide them through these different phases .
1- Discovery
The target customer becomes aware of their problem and seeks information to find a solution.
Content to create: blog articles, social media content, advertisements
2- Consideration
The prospect evaluates different solutions, compares, and reads reviews. They seek detailed information.
Content to create: white papers, customer case studies, marketing emails
3- Conversion
The prospect is convinced, they make the purchasing taiwan lists decision and become a customer.
Content to create: testimonials, service pages
4- Loyalty
The customer may purchase again and/or become an ambassador for the company, recommending services and products.
Content to create: Sharing customer-generated content (UGC)