Why do we invest so much time and energy into content marketing? The answer is simple: to grow our business. But there's something crucial we must remember as we churn out content—customers are people too. Appeal to the consumer with content creation that connects with them.
Simply throwing product features at potential clients won't appeal to their needs, feelings, or opinions. It doesn't show them the value we can add to their lives, and it certainly doesn’t build trust or inspire them to share our brand with others.
So, how do you appeal to the people within the companies you're trying to close? The answer lies in crafting a content marketing strategy that speaks to them personally.
People hate feeling like they're being marketed to, so it's essential to be honest, open, and balanced to gain their trust. Not sure what constitutes honest content? Try giving your customers easy access to expert opinions or customer reviews. Instead of saying how great your product or service is, let others do the talking. When someone else praises your offerings, it feels much less like a sales pitch.
Keep a list of influential people in your industry and monitor their social activity. If they mention your company, the benefits of a service similar to yours, or use any of your keywords, incorporate that into your content creation strategy.
When people are making purchasing decisions for their company, they want and need real data to guide them. According to a HubSpot survey, 29% of decision-makers heavily rely on case studies, while 25% look to benchmarking tools. With that in mind, build out case studies that resonate with your buyer personas. These case studies will be a must-have in your content arsenal when you're trying to close a customer. When a consumer sees how someone with similar challenges benefited from your services, they’re more likely to commit to making a purchase.
Don't fall into the trap of assuming you're writing to a senior or more-educated audience. Avoid buzzwords and jargon, and get straight to the point. People have less time to spend researching and even less time to translate complicated messages. Make your message clear and concise with an easily digestible tone. While the style of content varies with each stage of the buying process, your writing should always be easy to absorb.
When people receive an unsolicited email from a random company—especially in an era of strict anti-spam legislation—they're likely to hit delete immediately. We’ve all done it. This happens because the email is from a company they don’t know, and it’s obvious that the message is a generic sales pitch with no relevance to them.
This is why it's so important to know who your content is written for and to tailor your content from the start to target those individuals. Then, identify the best platforms to reach your audience and deliver that content directly to them.
Most of your sales cycle is over before you even speak to your lead. That’s why your content creation must build the relationships you need to succeed. Create valuable content that meets your audience's needs at each stage of their decision-making process. This approach ensures you make it onto the shortlist and connect personally with potential customers.
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