When building out website content, it can be extremely difficult to guess what content customers will like. The good thing is whether you’re a sales leader or work closely with sales, you’ve got access to a blueprint for content creation. Take the guesswork out for website content and ask yourself five questions.
What Are Your Customer’s Major Pain Points?
Uncovering customer pain points typically occurs throughout many meetings and conversations. You’ll hear a bunch of complaints, nos, and doubts. At the end of those conversations, you should intimately know your customer’s pain points and identify the root problem. You may find that the pain points you’ve identified are hardly a pain point for the majority of your customers. Or that the pain points are a side effect of something entirely different!
Regardless, once you’ve understood your customer’s pain points, start building content around them. Discuss the impact that they have on your customers. Additionally, remember all the complaints, nos, and doubts that you’ve uncovered? Build content around those too! Pain points are easy talking points and can help solidify a good foundation for your content. Make sure to revisit pain points often with your customers because they will likely change over time.
Why Are You the Best Option for Your Customer?
Once you know your customer’s major pain points, you’ll need to figure out why your solution is the best one for your customers. The first thing you’ll need to do is identify your ideal customer. For instance, your customers may only care about addressing the root problem, while others may only have a budget for a temporary fix. There are other elements, such as price, quality, and speed, that are important for customers. Customer segmentation can help you identify your ideal customers and the characteristics associated with them.
Once you know your ideal customers, you’ll need to figure out what your competitors are doing. Competitors aren’t serving every customer out there and if they are, they are bound to fail. Through a competitor analysis, you can identify the competitive landscape and opportunities that exist within the market that you serve.
The last thing you’ll need to do is to tease out the strengths and weaknesses of your company. A simple Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis can help you do so. A SWOT gives a detailed look at your company, highlighting what you’re good at and not good at, opportunities within the market, and potential threats out there to your business.
By building content around your customers, competitors, and company, you’ll position your website to be a more engaging platform for customers. As a reminder, building content is a never-ending process. Your customers and competitors change, and so will you. Periodically scrutinize why your solution is still the best.
What’s Your Buyer Journey?
In other words, how does your customer get a hold of your solution? For instance, the process for customer acquisition through a discovery call is much different than customer acquisition for an out-of-the-box SaaS solution. Customers need to know what they’re getting into and you don’t want them feeling lost.
That’s why you should walk them through every step of the buyer journey. Your content should address any concerns or doubts that they may have. By understanding the implementation of your solution and building content around it, customers will have a better experience with your brand.
Is Your Content Backed by Data?
With modern-day decisions, data should always be used when possible. If you haven’t done so already, benchmark your efforts by implementing an analytics package, such as Google Analytics, to your website. You’ll get real-time data that measures the effectiveness of your content. You’ll know which content should be axed and which should be expanded upon. As a result, you’ll keep your website content fresh and consistently targeted towards your customers.
Do Your Customers Even Care?
This is the final and most common sense question that tidies up all of your website content. If the answer is no, then don’t waste any time making that content. From our perspective, we always try to give our client partners knowledge, resources, and/or perspective as a takeaway. When you frame your content around what you can do for your customers, you’ll notice better customer engagement with your website.
The Bottom Line / TLDR
Building engaging website content requires a lot of planning and thought. However, it does get a lot easier when you know the right questions to ask. Use the above questions to help guide your content direction decisions. Reach out to Uplancer for help. We are a team of marketing experts and web developers ready to support your website content efforts.
