Finding Your Content Sweet Spot
When it comes to creating a content library, a lot of people want to know, “Where do I start?” “What do I create?” To get at the root of it, you’ll need to pull out a pad for note making.
When you’re building content for your business, your absolute first consideration is your client/customer’s needs. This is the first list you’ll make.
Ask yourself, “What keeps this person awake at night?” You need to get at the root of their needs, fears, dreams and aspirations.
Now, take that list and make it personal. Give your customer a name, age and work title. Then, divide your list of “needs,” assigning the lines to the appropriate “person.” Depending on the size of your business you could create between 1 and 15 people. If you’re just starting out, it’s better to keep it small and simple.
You’ll want to figure out what these personas need to do for forward progress in their own career – whether “ahead” is a 5-star review, a signed contract or a move on the corporate ladder. Because it’s important that you remember that when your visitors look at your website, they don’t want to know about you. They’re interested in what you can do FOR THEM.
Once you figure out what your visitors and customers want from you, you’ll need to know what you have to offer.
Make a new list of everything you do. Then, go back and search out the things on that list that truly let your company shine. Which of your services makes your company distinct? Is it that you know every customer by name? Does your delivery service cover the last mile? Do you know every detail about tire tread and why the different patterns impact driving style?
The overlap of the two lists is your content sweet spot.
When you set out to create content, write to your unique ability to solve a problem for your visitor. This may be in the form of a blog post, infographic, quiz, video or all the above. Regardless of the content type, you must remain focused on their need. This keeps you from coming across as pushy or salesy.
Just remember, the sweet spot for your company’s content includes the problems, questions, needs and curiosities of your guests and visitors for which YOU are the best solution. Now you have a list of topics from which to build your content library. Happy writing!
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