We’ve officially kicked off April and our blog is taking on a new theme: customer-centric marketing. And what better place to start than with some great advice on customer-centric content from our friends at B2B Marketing Agency Brainrider? The experts on customer-centric marketing, Nolin LeChasseur and Scott Armstrong of Brainrider have given several (extremely well-received) webinars on the topic as a part of Pardot’s weekly webinar program. Check out the webinar below on content, as well as a few key takeaways on creating content that focuses on your customer.
Take the focus off of your company and product (3:46).
It’s a cold, hard truth: no one wants to read about your company. People don’t conduct Google searches hoping to read company bios and mission statements; they conduct Google searches in an effort to answer a question or solve a problem. So if your content is coming from the approach of “[Company name] is a [industry] company that offers a solution…” — guess what? Your reader’s eyes have already glazed over. Instead, dive right into the problem at hand and the benefits that your product can offer users. After all, your content is for your reader and should focus on them — not on you.
Know your audience, and what stage of the sales cycle they’re in (5:10).
In order for content to be truly valuable, you have to know who you’re talking to and what their specific needs are — and this will vary depending on their stage in the sales cycle. Know what questions your prospective buyers have at each stage of the sales cycle, and work on developing content targeted specifically to each stage.
Map out a plan (8:49).
Starting to sound pretty complicated, isn’t it? Conduct a quick gap analysis to make sure you have content to support each portion of your sales funnel: map out your buyer’s journey, the questions that prospects have at each stage, and content that can answer each of these questions. Check out the example that Brainrider provides at 8:49, and use our worksheet below (from our Complete Guide to Lead Nurturing) to map out your own content strategy.
Make sure content resources are well-organized and search-friendly (12:08).
Creating the right content is only half of the battle; you also have to make sure your audience can find what they need, and fast. In the example that Braidrider provides at 12:08, one B2B company decided to organize their content according to question or topic, rather than by content type (webinar, white paper, etc.). Think about how your reader is searching for content, and make sure they’ll be able to easily navigate your site to answer these questions.
What are some other ways that you can keep your content focused on the customer? Let us know in the comments section, and be sure to join us for tomorrow at 2 p.m. for another great webinar from Brainrider’s Scott Armstrong.