We’ve all been there. You want to drive leads and sales with content marketing. You need a web site content strategy.
You want to deliver fresh, valuable content. You have no idea what to write about.
Staring at blank page, you try to develop a plan. Should you just start writing as many articles as fast you can? Or maybe hire someone else to do it? You still need to give your writer direction though. Hmmm…
In short, you don’t know where to begin.
Here’s my advice. Start mining for gold like the miners on the reality show Gold Rush.
On the show each episode showcases modern miners in the Alaskan Klondike. Men and women toil for hours to dig and wash soil, gravel and rock. It’s hard work in search of gold-rich pay dirt.
SMALL DETAILS EQUAL BIG PROFITS
Rarely do the miners find a nugget bigger than a fingertip. What washes off the dirt and rock is very fine gold. To me, it resembles gold sand or even dust.
While it may look like dust, it’s still gold. Gold that’s worth $1,173.10 an ounce today.
Last season, Gold Rush’s youngest mine boss Parker Schnable unearthed 3,362 ounces of gold. That was a $3.7 million dollar pay day.
Like mining for small pieces of gold, researching the details of your customer’s behavior and habits can pay off big for your business. Armed with your ideal customer information you can create a Buyer Persona.
Flushing out your Buyer Persona is a valuable first step in developing your web site content strategy.
Eureka! A place to start.
WHAT IS A BUYER PERSONA
Don’t plan WHAT content you should deliver before you determine WHO will read and benefit from it. The Buyer Persona, as HubSpot calls it, is your “who.”
On Gold Rush, super successful miner Tony Beets said the key to success is to “Drill, drill, drill!”
As a marketer, you need to drill down into your customer’s, needs, wants and habits. This will help build your Buyer Persona.
Your Buyer Persona is a fictional representation of your ideal customer that’s based on facts and sales data.
These fine details are gathered through research like:
You’re looking for customer details including:
You may have different types of customers for various products and services. Create a Buyer Persona for each one.
HOW USING BUYER PERSONAS CAN GROW YOUR WEB CONTENT LEADS AND SALES
A Buyer Persona helps you understand your ideal customer on a personal level. Writing web content with a Buyer Persona in mind helps you target your content to an individual user, instead of wide audience.
In turn this helps you deliver customized messages and solutions to each prospect reading your content. Personalized content that provides value for your reader builds lasting relationships before, during and after a sale.
Useful content will delight your customers. Delighted customers lead to repeat sales, positive reviews, referrals and testimonials. In short, more sales!
WHEN YOU HIT PAY DIRT, KEEP DRILLING!
Even when an experienced miner hits pay dirt, the rich supply of gold will dry up. So too will leads from a stagnant Buyer Persona.
Customer priorities will change and grow. New communication and sharing tools are launched constantly.
Keep talking to your customers and update your research. Refresh Buyer Personas as needed. This will lead you to update your content strategy and delivery methods too.
Using a Buyer Persona will help you consistently provide fresh, valuable content to your ideal customer. Useful content builds trust and supports your authority in your industry.
You’ll be rewarded with your own pay dirt: qualified leads, more sales and increased revenue.
LET’S GET STARTED. CONTACT NANCY TO CREATE YOUR WEB SITE CONTENT NOW!