Creating compelling, original content offers is only one step in a successful online marketing strategy. Without knowing what to say, when to say it, and who to say it to, your offer might never reach its intended audience.
A content offer tailored that takes these three factors into consideration can create a long-lasting connection between your company and new customers. With this information, you can create a content offer that excites your target audience and which can convert them into buyers.
Your content offer guide
An effective content offer provides the right content to the right person at the right time. The content should resonate with your target audience’s pain points and should be presented in a format appropriate to where they are on the buyer’s journey.
What is the right content?
Online marketers have a vast array of formatting options to choose from when creating a content offer. Some are useful for achieving multiple goals while others are more specialized and are only appropriate for certain situations. When designing a content offer, keep in mind what it is you want to your audience to do after reading, watching or listening to it.
If you want to provide an introductory education your target audience, an infographic or blog post could be a good way to introduce a prospect to relevant subject matter while opening the door for further exploration. Podcasts are great for introductory as well as more advanced content. Content focused on a specific problem such as a question and answer session is ideal for prospects who want to evaluate their options before deciding on a particular solution. If you want to get your audience to purchase your product, a case study with statistics could be just what they are looking for.
Who is the right person?
Your target audience will influence the content you will offer them. An otherwise well-crafted and compelling content offer could be ineffective if it is sent to the wrong person. A busy social media expert might not have the time to sit through and read an ebook and could benefit from a slideshow instead. On the other hand, a someone who knows about the problem or opportunity they face will want more than an introductory blog post and could benefit from a podcast offering solutions.
Des Moines-based advertising agency SparkReaction writes that your content offer should be suited to the pain points of a particular buyer persona. They define a buyer persona as a research-backed model of buyers which includes their buying habits, motivations and goals. Understanding them is key to the success of any business and is essential to successful online marketing.
By marketing to only one buyer persons in each piece of content you release, you can better focus on their needs. Your content will in turn be more appealing to them and much more likely to attract the prospects who could become buyers.
When is the right time?
Timing is everything when it comes to successful online marketing. The right offer at the right time can convert a prospect into a long-term customer, while a poorly-timed offer could cause them to lose interest and move on to a competitor. In order to successfully convert your prospect, you will have to know where they are on the buyer’s journey.
According to Hubspot.com, the buyer’s journey is a three-stage model of the decision-making process a prospect goes through when making a purchase.
Awareness: During this stage a prospect faces a challenge or sense an opportunity but is trying to learn more before deciding on a course of action.
Consideration: The prospect has clearly identified their problem or opportunity and is looking for possible solutions.
Decision: The prospect has settled on a course of action and is looking for companies that can provide them with the solutions they need.
Your content offer should take into consideration at which stage you would like to reach your audience. For example, a prospect in the awareness stage might benefit from a blog post about using social media for marketing efforts. On the other hand, someone in the consideration stage might want to learn more about using paid advertisements on Facebook. A prospect at the decision stage might be looking for a company to handle their social media marketing efforts, which is where you can advertise your own services.
Other helpful tips for the ideal content offer
You can further refine your content offerings by using any of the following:
- Calls-to-action: A distinctive, prominent call-to-action can generate more interaction with your content than generic one.
- Forms: This is an effective way to gather contact information from your audience and to judge the level of engagement they have with your content.
- Facts and statistics: Include these within the content offer to improve your credibility with your audience and to provide them with clear reference points by which they can evaluate the information you are offering.
- Enticing titles: our audience is in a hurry to find just the right piece of content, and an enticing title can help you to better attract visitors.
- Layout and design: Effective use of white space, subheadings, audio and graphics can make your content more engaging and accessible to readers. You can also add interactive elements such as virtual tours or live chats.
Online marketers have a vast range of tools at their disposal to create compelling and original content. Learning how each of these work and when to use them can help you better reach prospects and drive conversions.
About the author:
ShaDrena Simon – ShaDrena is a digital strategist, inbound marketing expert, and resident graphic designer the Yokel Local Internet Marketing, an inbound marketing agency that helps business scale online through a customized system.