By Abhyudaya Tripathi, Associate Director, ResultFirst-SEO Services Company
“Is there anything wrong with my content?”
“I did so much research to create this content, but why is it still not working?”
“What is my content missing on?”
“How do I increase my content’s engagement rate?”
Well, if these questions are bugging you, you are not alone. It’s the story of every marketer. Let’s delve deeper and get to the root cause of these problems.
Promotion is something that every company embraces but the primary reasons behind it are common:
- Increasing brand awareness
- Attracting audience towards your brand
Overlooking the significance of content for brand promotion is definitely not something I would recommend.
However, content alone is useless without the buyer-centric factor clung to it! You would be able to attract massive audience towards your brand if you focus more on creating content as per their intent.
Being a content marketing aficionado, I have been observing the trends for years while doing the math in my head. It let me to conclude that it is buyer-centric content that makes your marketing campaigns worthwhile and impactful. Sounds obvious, but not as obvious as it sounds! Read on.
Every business dreams of cornering the market, but not everyone succeeds. Success comes to those who choose the road less-traveled.
I have seen companies disregarding buyer-centric content. They emphasize on creating content that tells everything about their product. They do not want to miss out on any opportunity to showcase their product. But you can just wish that the universe worked according to you. It actually doesn’t. It works on the principles of psychology. Product-centric content is just the opposite of buyer-centric, and choosing the former is how marketers make a big business gaffe.
A study sponsored by Kapost exposed that B2B companies waste almost $1 billion annually in unproductive and ineffective content marketing. That’s huge!
I am not saying that the notion “more you tell, more you sell” isn’t right but in today’s context when the readers are ultra-informed, your tone should be of interest to the buyer or else they just flout whatever you have to say. In a post on “Tips for Writing Landing Page Copy That Converts” on Hubspot, @Neil Patel puts forth a similar view- “If you are pitching only your solution, you’re not giving your customers what they need and want. You need to pitch benefits.”
YOUR PRODUCT IS USELESS TO THEM IF THEY ARE NOT ABLE TO CONNECT WITH YOU!
To create buyer-centric content, you would have to understand buyers’ journey, as it would reveal:
- How do your customers land on a decision to purchase?
- What kind of value your buyers look for?
- How do they research?
- How, where, and when they approach?
- Are they satisfied with the solutions they got?
Answers to these questions let you create customer-centric content to deliver real value to your buyers. Moreover, it will:
- Help you build brand loyalty
- Increase the chances to attain more leads and conversions
To be able to emerge as a successful content creator, you need to develop empathy for your audience. The ability to connect with them is precious. Jay Acunzo describes empathy as one of the “Unthinkable Behaviors Behind Truly Creative Content Marketers.”
Let me throw some light on creating a buyer-centric copy (you might as well call it empathetic) to deliver real value.
First and foremost, let’s understand the buyer’s journey:
Phase 1: Buyer’s Journey—Awareness
This is the first phase of a buyer’s journey. In this phase, buyers get aware of their want, but don’t know what exactly helps them to get rid of the situation they are facing. They perform online research with the aid of search engines to educate themselves.
Here, I said “customers research through search engines” which means, your website should be search engine friendly. If you want to appear in their relevant searches, then you must have a running SEO campaign for your website.
Don’t forget that the audience explores searches to get the answers to their questions. And, if you provide them some FREE initial help in the form of a whitepaper, start-up guide, or useful links to some case studies, then you instill trust in their minds.
Take a glimpse at this striking information. (Source: Content Science)
Around 65 percent of Americans think the content they discover on the web is “unreliable.”
Be a smart marketer. Recognize your buyers’ behavior and mentality to produce and nurture the content for their interest. Knowing exactly what your customers need to let you create a win-win situation for your business and your potential buyers.
In this phase, you should provide well-researched and relevant content to earn their trust that probably includes:
- Statistical data to show cause and effects
- eBooks (case studies)
- White papers
Phase 2: Buyer’s Journey—Consideration
After performing online research, they start exploring the options available to them.
This phase contains the research work, but of the next level. At this stage, customers, apart from exploring different options, compare one with another to ensure the best pick.
What do you need to do at this phase?
Well, now again is the time to deliver information that makes sense to the buyer and provides a clear insight as to why ‘you?’ Why not others? Try to highlight your ‘buyer-useful’ USPs, how could you help and what approach would you take to resolve a problem and deliver a solution.
You can offer your potential buyers comparison guides along with stats (a survey report) that should prove how useful you products or services are, and how people are getting benefits from your offerings. Moreover, you can educate them by the means of interactive content like expert guides, webinars, infographics, and podcasts to engage them in interactive ways.
Phase 3: Buyer’s Journey—Intent
The main action triggers at this stage when buyers make a final decision regarding the purchase. Any company creates content at two distinct levels:
- Educate audience
- Encourage audience
At the first and second stage, you educate your audience and help them decide the best option. At the final stage, you need to create a compelling piece of buyer-centric content that grips your audience to at least take a glimpse of your offer.
In the final phase of buyers’ journey, you provide case studies, testimonials of satisfied buyers, offer a free trial, provide some free samples, and so on to inveigle and impress your prospects.
An infographics by Demand Metric reveals that content marketing generates 3X as many leads as traditional marketing, but it costs 62 percent lesser. Now think about doing it right with the right kind of content; it can yield incredible results for your business.
Now, Let us try to understand the creation of customer-focused content:
Customer-Focused Content Means Aligning with Customer Goals
Providing customers something relevant means you are on the right track. Instead of overselling your products or services, you should try to identify what they want, and how the things you offer are going to make a difference in their lives.
If you start to understand the goals of your buyers, you could start nurturing them with the most relevant content. It would dramatically increase your brand loyalty and make the most reliable brands in the market.
Recognize Buyers’ Content Ingestion Pattern
You have to recognize how companies are using different tactics to attract potential customers, what kind of content people love to read, and which topic has captured the maximum attention.
If you succeed in determining buyers’ content consumption pattern, then it would help you create content for the prospect of lead generation and conversion. Yes, I know that’s what you have in your mind!
I emphasize on creating customer-centric content because irrelevant content and overselling can badly hit your business and reputation. Once gone, customers rarely look back!
Note: Making customers realize that “you lack at something, so use our products or services” is evil. So, avoid doing that and try to obtain the trust of the audience.
Now, you know how to create buyer-centric content for delivering real value and it’s time to develop a buyer-centric content marketing strategy to make the most out of it.
Got something to add to it? Let’s start a conversation in the comments section below.
Abhyudaya Tripathi is a digital marketing expert with over 8 years of precious experience and presently he is an Associate Director at ResultFirst-SEO Services Company Digital Marketing Company. He helps businesses to generate maximum ROI by suggesting the essentials of web design.