In an earlier blog post we chatted about the importance of Answering the Questions They're Asking. That is a fundamental rule of blogging. When you craft your content strategy make sure you are offering something useful to your readers, but also make sure you are speaking their language.
Are you guilty of using industry terms that might make you feel good but mean nothing to your audience? This is a big mistake in the content marketing world. When you use industry speak you are building barriers between you and your intended audience.
You are putting your expertise out in the world to HELP people. You are not embarking on an ego-inflating exercise that is designed to build industry klout. When it really comes down to it, your competitors thinking "man, they know whats up!" isn't going to build your business... so who cares what they think?
Focus on the language that the layman will understand. Forget what makes you sound good when you recite your elevator pitch in the mirror, and consider what makes you sound trustworthy and engaging to your audience.
You want to offer the high level information on your website. Save the really good mid-level stuff for the middle of the funnel.
When you consider what content will work more powerfully for you when, you can start to adjust your publishing strategy. The top of the funnel stuff is where you are going to capture organic web traffic, seem relatable on social media and get people interested in what you're talking about. It is with the piqued their interest you can offer premium content that also captures some information about your consumer.
This is fundamental to a successful digital strategy, and it is simply offering consumers what they are looking for when they are looking for it. Being available, being approachable and educating honestly and openly. It isn't new, it is just unusual in the current marketplace to put it all out there.
Never approach your web strategy with sales in mind. Huge mistake. When you write like you are trying to sell, bury your sales pitch in your content or slam your competitors in your "educational content approach" you are scaring your prospects away and guaranteeing an ineffective strategy.
We are not reinventing the wheel with this, in fact, we are taking a nod from the great Steve Jobs. You are always solving a problem, never selling a product or service. What is your problem? How can I help you solve it? Those are the fundamental elements of a sales strategy that works in 2014. Your website and blog present the perfect platform to
Be a leader and commit to giving your prospects exactly what they are looking for. We smell a salesy approach from miles away and we avoid it... don't make the cardinal mistake of selling in 2014.
So to wrap this one up:
And with that, we leave you to get productive and start your content mapping with the above in mind!