Making the decision to invest company efforts in inbound marketing is only the first step to turning wandering eyeballs into sales leads.
Now, it’s time to get the wheels of progress spinning, but the next leg of the journey can provoke some serious intimidation. Sure, content reigns when it comes to inbound digital marketing, but when it’s time to put the pen to the paper, what exactly are you supposed to write about? The possibilities are infinite, but when you don’t know where to start, they can be seemingly non-existent.
Here are a few tips to help stimulate your creative juices and generate inbound marketing content that turns website visitors into sales leads:
1.) Tailor to your target audience
As my colleague Molly summed it up in her beginner’s guide to inbound marketing, you don’t care about every Tom, Dick or Harry who stumbles upon your website. Your marketing efforts should be strategic to potential new customers. To align your inbound content in such a way that catches their attention, you have to know who they are and what makes them tick. A great way to start is by creating buyers’ personas that represent each of the different demographics of your customer base.
To create a buyer persona you must think critically about who your customers are.
- How old are they?
- Where do they work?
- What’s their education background?
- What’s their daily lifestyle?
- What interests them?
- What distracts them?
Embracing their personas will help you understand the kind of content that drives their interest and demand.
2.) Solve problems
By understanding what problems your customers have, you can go about trying to solve them. Compile a list of all the different ways in which your organization solves problems and meets the needs of your customers. Draft a few sub-topics underneath each solution and use this list to generate specific content ideas.
3.) Offer advice
Businesses have unique sets of strengths and weaknesses and chances are, you’re doing something better than your competitor. Use whitepapers, e-books, case studies and blogs to highlight those strengths and offer industry advice, how-to tips or video demonstrations. By offering information your potential customers value, in return you’ll gain trust, loyalty and—if you do it correctly—your lead’s contact information.
4.) Go to the source
The Internet has plowed a two-way street for digital conversations. Take advantage of that. Connect with your audience through blog comments or social media and ask them what they want to learn more about. By starting this conversation, you’ll secure a direct channel of ideas your potential leads will value, while initiating relationships with leads who are already investing time in your content.
5.) Showcase your industry expertise
As tempting as it may be, your company in all its glory shouldn’t be the focus of your inbound marketing content. Instead, engage in the latest industry dialogue. What trends do you foresee that could have an impact on your customers? What commentary can you provide on industry news? Blog about it. Post videos about it. Your potential leads are likely investing research in the industry already, so make yourself stand out as a thought leader and industry expert.
Do you have any content generating tips of your own? Let us know by commenting below.