It can feel like guesswork when finalizing your website content for existing or new pages. The good news is that, whether you’re a sales leader or work closely with sales, you’ve already got the blueprint for engaging content creation. To take the guesswork out of website content and create content your customers want to read, understand your customers’ pain points, your differentiator, the competition, the buyer journey, data insights, and interests.
Start by addressing these six questions in your articles:
1. What Are Your Customer’s Major Pain Points?
Pain points are uncovered through numerous conversations with customers where you’ll hear not only customer pain points but also their complaints, nos, and doubts. By the end of these conversations, you’ll have a strong grasp of the problems your solution must solve.
Build content around these pain points and problems, and revisit them periodically as they evolve. By writing from your customers’ perspective, you can help customers relate more easily and connect more deeply with your website content.
2. Why Are You the Best Option for Customers?
Once you’ve identified your customer’s pain points, you’ll need to communicate why you are the best option or your differentiator. This “why” depends on who you talk to, so you must segment your customers accordingly. For example:
- Engineering may focus on addressing the root problem.
- Executive teams may have time for a temporary fix.
Other elements, such as price, quality, and speed, are important considerations for content targeting. Keep these in mind when communicating the why behind your products or solutions to the right people.
3. What Are Your Competitors Doing?
Competitors don’t serve every customer; if they do, they’ll fail! A competitor analysis can help you identify the competitive landscape and opportunities within the market you serve.
What you’ll need to do is a simple Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. This provides a detailed overview of your company, highlighting your strengths and weaknesses, market opportunities, and potential threats to your business.
For better content development, focus on the opportunities, strengths, and threats you uncover in a SWOT.
4. What’s Your Buyer Journey?
In other words, how does your customer even find your solution? For instance, the acquisition process for machinery equipment is very different from an out-of-the-box SaaS solution. The time spent making a purchase decision for the former is longer, so you don’t want to deliver the wrong experience.
Your content should keep this journey in mind when addressing customer concerns or questions at every step of your sales pipeline.
5. Is Your Content Backed by Data?
Modern-day decisions should always be backed by data, which is the common sense thing to do. If you haven’t already, benchmark your data with an analytics package, such as Google Analytics. You’ll get real-time data that measures the effectiveness of your content. You’ll know which content is performing well and which should be cut and expanded. As a result, you’ll consistently have fresh website content that’s targeted towards your customers.
6. Do Your Customers Even Care for Your Content?
Businesses often guess what matters to their customers. That’s why it’s important to ask your current customers and prospects for honest feedback on your content. If the feedback is negative, it may be time to rethink your approach or replace the content entirely.
You know what can get them to care? Give your audience something of value, whether that’s knowledge, practical resources, or a fresh perspective they can take away. It sounds simple, but when you consistently frame your content around helping your customers, you’ll naturally create stronger, more effective website content.
The Bottom Line / TLDR
Building engaging website content requires careful planning and thoughtful execution. It gets much easier when you know the components of good content, such as pain points, your differentiator, your competitors, the buyer journey, data insights, and customer interest.
Contact Uplancer for a free consultation. We are your team of digital marketing experts and professional web designers ready to build your website content the right way.
