With over 70 million new articles appearing on WordPress every month, you have to pull out all the stops to quickly capture customers’ attention.
Simply publishing an article isn’t enough. You need to find a way to stand out -- to create content that grabs and keeps customers’ attention.
One of the best ways to achieve this is by developing an in-depth understanding of your customers.
Before we dive into the importance of customer-centric content marketing, let’s take a step back by looking at customer avatars.
What are Customer Avatars?
Customer avatars are essentially detailed descriptions of your audience. Or, in other words, who you’re trying to reach.
If you don’t already have customer avatars in place, you’ll need to spend some time investing what makes them tick before producing any content.
You’ll want to think about and answer questions like:
What’s your client/customer’s biggest pain point?
What are they passionate about?
How do they spend their time online?
Who are they? (i.e., what do they do for work? For fun?)
What are their priorities?
Gathering Customer-Centric Insights for Content Marketing
Once you have answered basic, ‘who are they’ and ‘what do they care about’ questions, you can start to investigate the best way to communicate with them online. Next, dive into their digital behaviour and how they currently consume content.
What sort of information do they need to know before speaking to someone in your company?
What are their most common questions?
What search terms are they using to find products or solutions like yours?
Where do they already spend their time online?
What followers/publications/platforms do they engage regularly with?
How to Create Customer-Centric Content
Once you’ve started to pull together some of these insights, you can use them to shape your overall content marketing strategy.
By the time you start writing, you should have a good idea of the type of content customers might enjoy, how to speak to them and the best platforms for content distribution.
Throughout the writing process, you want to keep these concepts in mind:
Consistency is Key.
Consistently owning your tone-of-voice, company values and mission helps build trust and establish yourself as a trusted source within that industry. You don’t want to try to speak to too many customer groups as this will result in confusing messages.
Developing an in-depth understanding of your customers allows you to refine your messaging till it’s on point and convinces customers you understand them. Make sure to incorporate these insights into your copy and remain focused on your customers at all times.
Understand How to Speak to Customers.
How you speak to customers or your tone of voice, shows that you’re on their side and understand their values. Getting your tone-of-voice wrong could lead to the wrong impressions and ultimately put customers off.
With so much information available online, it needs to be easy for customers to find the information they’re looking for. Hiding important details in lengthy PDFs or forgotten landing pages puts customers off and can drive them away.
Rather than using a ‘hard sell’ approach, use your understanding of customers to build valuable relationships and deliver content they actually want to engage with.
Our Customer-Centric Approach at Copy House
Who are you trying to reach?
We always start our content creation process by uncovering our clients’ target audience as we believe this leads to the best results.
So, one of the first questions we ask new clients is ‘who are you trying to reach?’
When we ask clients this question, most people start by telling us about their current customers rather than their ideal customers. But, good content marketing takes your current as well as your future *dream* customers into account.
Our content helps you get in front of your ideal customers, customers that you’d love to work with and would make running your business a breeze.
Once we’ve developed a basic understanding of your current and ideal customers, we then dig a bit deeper to uncover pain points, market gaps and what makes you different from your competitors. Market positioning, based on your customer avatars, allows you to promote your products or services as ‘must-haves’ rather than a ‘nice to have.’
Discover Clever Content from Copy House
We love creating quality, customer-focused content and work hard to understand your customers. Send us a message to learn more about customer-focused content and how we can help your brand stand out in today’s busy marketplace.