This was a guest post written by the fine folks over at Loganix.
Content marketing plays a huge part in running a successful eCommerce business today.
Creating content can help you draw in new customers, raise your visibility through search engine results, and ultimately grow your bottom line.
In this article, we’re going to help you develop a content strategy that attracts your ideal customers. Let’s get started.
Clearly define your target audience
In order to attract your ideal customers, you need to have an idea of who they are — this will help you guide your content strategy.
According to Neil Patel, there are six questions you should be asking yourself in order to define your target audience:
- Who are they? Are they engaging with your social media, or have they purchased from your website before?
- What are their biggest difficulties, problems, or desires? What struggles do they have in their lives that your products or services could solve?
- Where do they look for information online? What communication channels or social media platforms do they frequent?
- What benefit do you offer them? How can you solve their problems or add value to their lives?
- What draws their attention negatively? You want to avoid doing things they don’t like so you can work harder to captivate them.
- Who do they trust? What other brands, products, and services do they use?
Information is power so the answers to these questions, in addition to your demographic information, can help you define buyer personas to help you delve into who your target audience is.
This should drive your content strategy going forward, as it will give you a better idea of what you should be creating for the best results.
Use keyword research to inform your strategy
In your content, you should be targeting words and phrases that your ideal customers are typing into search engines.
To find them, you need to conduct some keyword research!
Head to a tool like Google Keyword Planner with a list of words and phrases related to your business or niche.
Plug them into the planner and Google will provide you with a list of words and phrases based on their competitiveness, or how hard they are to rank for, and their average monthly search volumes.
When selecting keywords to target, try to find a balance between the two — you want to be able to reach as many people as possible, which means targeting phrases with high search volumes, but you don’t want them to be so competitive that you don’t stand a chance of ranking on the search engine results pages (SERPs).
Look out for keywords that indicate your audience is looking for information on particular topics related to your work, and then build your content strategy around them.
You’ll want to weave these keywords into your content naturally in order to boost your SEO.
Each time you’re planning a new piece of content, use your keyword research to create a detailed blog outline and ensure you incorporate your chosen keywords into the title, headers, URL, and body copy.
These are all things that Google looks at when deciding how to rank different web pages. If you utilize keywords in this way, Google will be able to see that your content includes these keywords and rank you higher for relevant searches, allowing you to better attract your target audience.
Aim to answer common customer questions with your content
By creating content that answers common customer questions, you’ll be more likely to attract the right people to your website.
Searchers looking for the answers to these questions may also be interested in your services, so this technique is great for driving quality traffic to your site.
To identify what questions you should be addressing in your content, head to a tool like Answer the Public with words and phrases related to your business. The tool will provide you with a list of questions that people are searching for on related topics.
If you create content that answers these questions, you’ll attract people who are searching for the answers to your website!
Let’s take a look at a few examples of businesses that answer common customer questions in their content for inspiration.
Passports and Visas.com, a group that works with the US Passport Agency to help expedite documentation for passports, uses their blog to answer the questions that their ideal audience is asking.
For instance, in their article titled “How do I get a US passport in a hurry?”, they outline application processing times, how to apply for a passport, and more.
People who are searching for this type of content online are likely anxious to get their documentation quickly. If they come to this website, they’ll learn about expedited passport services and they can cut the processing time nearly in half.
This means that this article is great for attracting Passports and Visas.com’s ideal customers!
PetCo, a pet supply retail store, also uses their blog to answer a variety of customer questions. In this particular article, they discuss how to brush a dog’s teeth.
The article discusses the benefits of brushing a dog’s teeth, walks the reader through the process step-by-step, and recommends some products they sell to make the process easier.
This article is great for attracting PetCo’s ideal customers — people searching for this information are likely looking for different ways that they can brush their pup’s teeth or ways to make it easier.
This means that readers are more likely to make a purchase, as well.
In your content, don’t be afraid to promote products or services that are relevant.
If you are attracting the right people to your blog, they’ll be likely to make a purchase!
Come up with content ideas that address customers’ pain points
Customer pain points are specific problems that your prospective clients are experiencing.
If you address them in your content, people searching for the solutions will be drawn to your website as a result.
To identify customer pain points, start by checking in with your customer service team.
Are there any concerns or pain points that they frequently get asked about?
Addressing these pain points in your content will not only save your customer service team time, but it will also build trust with your prospective customers and make them more likely to purchase from you in the future.
Let’s take a look at a few examples of businesses that address customer pain points in their content for inspiration.
Venngage, a professional infographic maker, addresses customer pain points throughout their blog. In this particular article, they outline how to create a timeline infographic.
The article covers how to create an outline, gives tips for choosing layouts, discusses adding important information, and addresses FAQs.
This article addresses pain points for people who are struggling to create this type of infographic — by outlining the process, Venngage will attract searchers looking for this information, boosting their SEO and potentially gaining more sales.
On your website, think about what step-by-step guides you could create to walk your ideal customers through different processes, as well.
Doing so will help you attract the right people to your website and potentially boost your conversion rate.
FreshBooks, an online accounting software company, uses their blog to address common customer pain points, as well.
In their article on writing invoice letters, they outline when you would need an invoice letter, what to include in the text, formatting, and more.
This article is great for FreshBooks’ target audience — namely small business owners and freelancers — who send out a lot of invoices.
If they aren’t sure how to write an invoice letter, the FreshBooks blog can help.
People who need this information might do their own accounting right now, but could become interested in FreshBooks’ services after reading this guide.
On your website, think about what different questions beginners in your industry might have.
If you target these pain points in your content, you can attract these people to your website, potentially leading to sales with them in the future.
Helix Hearing Care, a hearing aid provider, also addresses customer pain points well in their content on hearing aid maintenance.
They provide videos that outline how to turn hearing aids on and off, how to change the batteries, and more.
People who are searching for this type of content online might be frustrated with maintaining their current hearing aids and are looking for help.
If this is the case, they will notice that Helix Hearing Care makes it easy for the user to look after their products.
This means that this article is excellent at drawing in their ideal customers!
On your website, be sure to publish maintenance videos or guides that show how to properly service your products.
Doing so will not only help your current customers, but it can potentially draw in new customers who could be unhappy with their current provider or retailer, leading to more sales for your company down the road.
Lastly, Copy.ai uses their blog to share a lot of high-quality content, as well. In many of their articles, they address customer pain points.
For instance, in their article on how to write a newsletter, they cover finding an email’s purpose, learning about your audience, and more.
Following their steps will help a reader create a top-notch newsletter!
Many of Copy.ai’s target customers are marketers, meaning that creating content to help them improve their strategies will draw in their target audience.
On your website, think about what content you can create to improve the work of your target audience.
If you create content similar to Copy.ai’s, you can draw in your target audience and secure more sales!
Monitor your content’s performance and adjust your strategy over time
Once you’ve created great, top-notch content, it’s important that you monitor its performance.
This will give you an idea of your most popular forms of content and help you determine what you should focus on.
You also need to determine whether your content is actually reaching your ideal audience.
You should see an uptick in sales as you’re attracting your target audience.
If you aren’t, you should tweak your content strategy, targeting different keywords or addressing different pain points.
Monitor your performance and tweak your content strategy going forward — this will help ensure you’re constantly improving, and continuing to target the right people.
Content marketing is one of the most important aspects of running an online business today.
In this article, we outlined how you can create a content strategy that will attract your ideal customers, including addressing customer pain points, targeting the right keywords, and answering customer questions.
Using these tips will help you increase your bottom line!
Need more help? Take a look at the Copy.ai blog. They can help you title your YouTube videos, create great blog posts, and more.