You are able to use all the analytics tools available today to analyse data to your heart’s content however, you’ll be confused when it comes to writing content that is resonant with your ideal audience.
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You are not optimizing your competitive advantage as a solo practitioner small-scale business owner or businessman if you compete with the “big guys” with analysts who analyze metrics and data and a content production factory that produces stuff every day.
Your greatest asset is YOU and your unique blend of character views, convictions, and convictions through the lens of knowledge in your field of expertise to create a resonance more than the “thing” you provide and to transform your customers at the deepest level.
Empathy is the secret weapon you need to have
It allows you to see the truth in your data and develop insights that are unlike any other study.
You can rekindle the excitement of creating content by learning to add your personality, your empathy, and important elements of content marketing best practices.
1. The Customer Journey
This is a simpler way to answer the question How do people take before becoming your customers?
Don’t worry about forcing your clients through a “funnel” which comes with 37 possible combinations that will cause everyone’s brain to spin… to look professional.
Customer journeys in real life aren’t always linear and clinical. There are a variety of emotions that are involved, and it’s not always sensible.
As the term “journey” signifies, it has the potential to tell a tale of change. It’s way beyond a simple step-by-step guide.
Make sure your content is over and above the old “provide useful and pertinent information” to address these concerns:
What’s your ideal client’s story?
What’s their story of heroism?
What are they thinking about, feel and feel at each point? What do they require to understand about the subject matter, you and themselves to move into the next step and interact with your offerings more efficiently?
What is the role you see yourself playing for them throughout their journey? What aspects of your personality and convictions would they most resonate with at each moment?
You may have “ideal clients profiles” on your hard drive if you took any marketing classes or training.
Just filling out a series of questions and creating an account can only get you up to a point. When you pull out one of those profiles and read them, does it feel like a real person to you? Do you think it’s an awfully written character from TV which is so sterile that you’re not sure that she is real?
The work needs to be completed to connect the dots and make this person meaningful to you:
Your buyer’s persona shouldn’t be kept in a static state. As she moves through the customer journey, her reaction to your messages will shift.
Once you’ve identified your persona, you can go back to your customer journey to imagine how she would feel about you and what you need to do to make her feel connected to you.
This is an organic process.
As she moves through the customer journey, her character changes.
When I write content for my clients, I prefer to imagine I’m their prospective clients and we role-play dialogues to determine what kind of content we need to write a piece to be effective.
The majority of training instructs us to give this persona a name… aggressive Abe, Boring Boris, Catty Cathy.
Recently, I came across an article that questioned these methods. However I was unable find it.
The idea is that when we refer to an avatar, it introduces cultural and societal preconceptions. (This in and of itself, is an interesting topic to unpack.)
I believe that the most compelling content appeals to a wider audience, an underlying universal feeling or conviction, and identity that transcends simply finding the pain and cutting.
If you “see” the persona in your imagination, try to connect with her on an extent that transcends “here and now” which is the limit of an individual experience – to embrace that larger. It is possible to shift her perspective from one of “problem solving” to one that is “aspirational”.
3. Keyword Research
SEO is more than just keywords.
Instead of using keywords as a means to ranking at the top of Google make them an instrument to gain insight into the world of your ideal customer to be able to appear before them, grab their attention and guide them on the journey you’ve planned for them.
Keywords can help you understand how your ideal reader would describe their world. Reflect on it to them, and you’ll build resonance.
Keywords can help you determine your ideal audience and inform the initial direction of your content so that you can identify them and get them to read it. your content is worth zero in the event that no one reads it.
Understanding keywords can add layers to your customer journey. Understanding how people speak about their desires and needs at each stage will allow you to add more depth to your brand’s persona. It is also possible to tell a story about your experience to make an even deeper bond with your customers.
Pay attention to the nuanced meanings of words Why do they use this word? What is it that they mean when they describe their issues in a particular manner… does it emphasize some specific values or beliefs?
You could be amazed by the insights that you can get about your audience when you make the research of keywords more than an exercise in mechanical precision.
4. Content Calendar, Or Not
I’ve been unable to adhere to a content schedule. I tried it. It was too rigid for how I feel inspired and can create. It was then tossed into the trash two weeks later.
We want to ensure that your marketing efforts for content serve your company and are helping you achieve your objectives.
Do you think there is a solution that will satisfy everyone?
When you create your marketing strategy or plan out a series of marketing initiatives You can create a content creation plan to achieve your objective.
Who are your main target customers for that campaign and where are they in the customer journey? E.g. For example, if you are promoting lists building campaigns It is likely that you are speaking to people in the beginning of their journey. If you’re selling advanced training you’ll likely be targeting someone who is further along the way.
Next, imagine your persona. How would she act or think and feel. What could trigger her to click through to your content (by mapping a keyword)? What does she need to know in order to be able to take action? (is a reflection of the knowledge that you gain when you answer the questions in #1 above.)
Your content will be that more efficient if you map it to the purpose of each marketing campaign, the stage of customer journey it’s targeting and the psychology of customers at that particular stage of change.
Creativity Mentor Author of “Copywriting Alchemy: The Secrets to creating a powerful personal brand into Content that sells” is now available on Amazon.
With her unique mix of coaching for marketing as well as copywriting, and content strategy, she helps the maverick-preneurs identify, communicate and transform their WHY into content that connects, resonates and converts. It’s all because of an intuitive yet rigorous process that was born of her Harvard Design School training and 15 years experience in the online marketing industry.
Ling is Inbound Marketing, Content Marketing as well as Email Marketing certified. Through her writing assignments with various SaaS and marketing firms with the aim of driving organic traffic, increasing readership and increasing conversion, she’s well-versed in topics including marketing on the internet, content marketing conversion, eCommerce, UX marketing through social media, and many more.
She assists solopreneurs, consultants, coaches, and service professionals in applying these most effective practices to their own business models and situations.