The 4 steps to creating content that will attract your customers! Inbound #4

Would you like to implement a user-focused communication strategy to attract more customers? Content will be essential to you.

Content is the message you will deliver to internet users — the message that will interest them, intrigue them, push them to go further and become your customers, convince them to come back to you, and talk about you to those around them.

But how do you create relevant content that will attract visitors to you most effectively and turn them into customers?

Easily plan your content according to your target audience with our free worksheet!

4 steps to creating relevant content!

1. Plan

Writing an article when you get the chance, making a video to test the waters, or making a few appearances on your brand's Facebook page is likely to bring you little visibility and little engagement.

For attractive content, you need content that is regular, well thought through, and therefore planned.

Always plan:

• The target audience for your content. Each piece of content must be tailored to your prospects and bring them added value; otherwise, they will turn away from it.
• The purpose of your content (generating leads, selling, building awareness, etc.). Content without a purpose will produce no satisfactory results.
• The format(s) of your content (blog article, site page, video, ebook, etc.) — bearing in mind that the same content can be repurposed in several formats.
• The topics you are going to cover.
• The journey you want your visitors to follow. For example: a Facebook post leading to an article on your blog, which in turn directs to a landing page where you offer quality content (a white paper, video, etc.) in exchange for visitors' contact details. A simple way to gather leads.
• When and where you will distribute them.
• How you intend to analyse your results. Which performance indicators will you need?

2. Create

Once you know where you want to go with your content, you can start creating it.

A few best practices for doing so effectively:

• Always take into account the needs and problems of your ideal customer when creating content tailored to your prospects. For this, the profile of your ideal customer (also known as the Buyer Persona) will be a great help.
• Always take into account the stage your prospects are at in their purchasing decision (in what is known as the Prospect's Journey, or Buyer's Journey).
• Create content for each of these stages.
• Be concise. Your target audience is as busy as you are; create content that is easy and quick to consume.
• Always maintain an educational, informative mindset rather than a promotional one. Content in which you detail your services and products corresponds to a specific part of your content mix — not the whole of it.
• Think about creating good content first. Think about its appearance and design afterwards.

3. Distribute

Whilst creating your content is an exercise with a beginning, a middle, and an end, promoting your content is a never-ending task. Months, even years, after having produced a piece of content, it may still be relevant and promoting it may still be worthwhile.

That is why you often hear that you should spend 20% of your time creating content and 80% making it known.

The ideal distribution for your content will put the right content in front of the right people at the right time.

The choices here are numerous: site pages, blog articles, social media, emails, and more.

Here again, the choice of distribution channels will depend on your target audience. Do they use social media frequently? Which ones? Do they prefer to receive information of their choice by email, or to look for it on Google? Are they already familiar with your site or not?

We emphasise this point a great deal, but the profile of your ideal customer will help you make relevant choices.

4. Analyse

This final step is of great importance. The results of your analyses will tell you whether you are on the right track or heading in the wrong direction. They are essential for ensuring your content is effective.

Here are a few possible indicators, depending on the goal you have set yourself:

• Number of visits to your site
• Number of leads generated
• Number of shares on social media
• Number of links from other sites to yours
• The performance of your content according to its format and topic

Finally, once these 4 steps have been completed, start again. Create a virtuous cycle: the more content you create with this logic, the more you learn about your prospects and the more you increase your lead and customer generation. The more you learn about them, the more effective content you can create.

Whilst this approach is particularly well suited to smaller budgets, it does take time. But the more you practise it, the faster you will become. And ultimately, by going about it seriously, it will pay off.

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