How to Create Content with Customers in Mind

Blog posts, social media, web pages. They help your brand become more visible online. And in a digital world, content is an ever-powerful tool to inform, engage, and persuade potential customers.

Think of copy as the screen-to-screen version of a sales call. Instead of setting up shop at a trade show or collecting phone numbers to dial, write for your clients so they stick around on their digital device to consume your content.

What do customers need? It could be new product updates, a behind-the-scenes look at your company’s approach to partnering with clients, or troubleshooting pain points. There are plenty of topics to gather and pull from, but it’s deciphering which ones have the most impact potential that’s key.

Follow these strategies to churn out customer-oriented content that creates positive results.

Address their needs, interests, and concerns

Your content should ideally educate consumers unfamiliar with your brand, engage those familiar with it, and convert ideal clients into paying customers.

Feel overwhelmed? To start, create a survey that asks about demographic details, content preferences, and industry needs. Once you have a polished list of questions, reach out to your target market base and existing clients to get feedback. Those results will fill you in on what’s most important to prospective customers and shed light on what you should write about next.

Highlight how working with you benefits them

Don’t assume your product or service is self-explanatory. Lay out the advantages of turning to your business for those services and products instead of a competitor. What can you offer them that others can’t?

Also address reasons why potential customers haven’t purchased from you or commonly don’t in your industry. Prospective clients are more likely to invest their hard-earned dollars in you if you’re the one that erases their confusion or misunderstanding.

Tell stories, not sales pitches

Selling is everywhere. From commercials to social media ads to email newsletters popping up in your inbox, we’re sold to every day.

So make your company’s content different. Instead of going straight to a pitch, create an enjoyable reading experience. Compelling writing positions your company as a trusted resource and gives your brand a personality. Once trust is established, those consumers are more likely to turn to you the next time they have an industry-related question or are seeking out a product or service you offer.

Also note, people relate to emotions, problem-solving, and real-life stories, but it’s tough when stuffy sales language is your only offering. You’re more likely to strike out.

Take a conversational and relatable tone

As you share stories and address prospective customer needs, think about how your writing style can be conveyed.

Are you stringing together too many words in sentences and regularly listing jargon that would be difficult for someone new to your brand to understand? If you publish novel-length blog posts or post lackluster, passive social media updates, you’re not doing your business any favors. Instead, focus on crafting content as a conversation that flows well and speaks straight to the heart of your potential client’s needs.

Also, speak your target customer’s language. What words or phrases do you commonly see in emails with current clients? How do they describe the problems you help fix? Pull from their language to make faster connections.

Answer commonly asked questions

Sometimes, it’s as simple as creating an easy-to-find home for FAQs. Listing your responses helps both potential customers and your business. They assist customers in determining if you’re a fit for them while also reducing the number of calls and emails asking the same questions again and again.

And some people won’t take the time to send a message or dial a phone number if an answer is not readily available online for their question. Instead, they’ll click away and search for a competitor. Don’t miss out on income because of missing FAQs.

Write to one specific person

This best practice is particularly effective when targeting a specific audience with your content. Your ideal client profile should already narrow in on demographics, purchasing preferences, and behaviors of prospective customers, so leverage it to develop content directly for them. You chose this profile for a reason, so why not market for it?

Writing for a general group leads to a lack of focus, and if readers don’t know what to take away from your content, then they aren’t going to act on it.

Make it reader friendly

No one wants to read heavy blocks of text. Break up your writing with sub-headlines, on-brand visuals, and relevant links (to your content or third-party resources). By adding dimensions to your content, you’re creating a more valuable experience that will keep readers sticking around longer.

End with a CTA

Do you implement marketing campaigns without a clear goal? No. So why would you do so with content? Wrap up your writing with a call to action (CTA) that leads readers to take action, whether it’s joining your email list for future newsletters, visiting your online store to review products, reviewing your services page, or signing up for a free consultation.

The option is yours, but define a CTA for every piece of content you share to speed up the time needed to reach your business goals and create more bang for your writing.