The ever-changing buy journey makes it increasingly important to create content that is relevant and useful for your audience, as this effort leads to a stronger relationship with your customers. To successfully create relevant content, you need to know your buyers, their interests, and their prefered platforms. Your content should meet their particular needs and aid in fostering a relationship with them. Remember that all content is not relevant content.
Since creating useful content is dependant on a deep understand of your audience, it’s useful to create a buyer persona. Buyer personas can help you decide what type of content and which topics will be most useful to your audience. They can also help determine what tone your audience will be most receptive to. Taking a look at your buyer’s journey can help you understand which type of content is most beneficial in each buying stage.
To get started creating buyer personas and begin understanding your buyer’s journey, it’s important to do your research. Conduct interviews with your customer service team as well as your sales team, and speak to your customers directly if you have the opportunity to do so. Learn about how they usually get their information and what their goals are. Also, make note of their occupation details and personal backgrounds.
Listen to your buyers. What types of discussions are they having on social channels? What kind of customer feedback are they giving you? What are they telling your sales team? Take these conversations into account and use relevant content to respond to their questions and concerns. You can do this on various platforms including email, social media, and digital advertising.
After learning more about your target audience, you can use the information to create personalized content with a more personalized user experience. Keep in mind that the buying journey is always changing. Conduct continuous research and stay on top of your customer’s needs to help you create content that is always relevant to them.