You want more web traffic. Not just any traffic… you want quality visits to your website.
If the right people are not landing on your website, you’re spending resources while failing to get sign ups that will later convert. To bring in quality traffic, your site needs great content that’s aligned to who your business is.
But, how do you create content that aligns with what your brand wants to achieve??
1. REVIEW WHAT YOU STAND FOR
Have you checked your company mission, vision and values lately? Do your content pieces still align with what you originally planned?
You want to clarify your Mission, Vision, and Values.
What has stayed the same for the last 160 years, is our dedication to outstanding customer service and the values on which American Express was built: trust, security, integrity, quality, respect and customer commitment.
Our IKEA vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Life is Good community shares one simple, unifying mission: to spread the power of optimism.
See the difference that makes? By clearly knowing what you’re about, you can check if a blog post, infographic, or video is in line with what your brand stands for
These companies stay true to what they stand for and incorporate them in everything that they do, content included.
2. REVIEW WHO YOUR AUDIENCE IS
Knowing and understanding who buys and who will buy your product can help you make the most of your marketing, as well as content effectiveness and ROI. Your buyer is your audience or your target persona.
Your persona and their goals:
Name: Create a name to humanize your persona.
Role: Identify their role in relation to your business.
Personal details: Age, ethnic background, gender, status
Quote: Sum up what might be their thoughts in a few words.
Goals: What they want to accomplish and how you can help accomplish them.
Hubspot created a guide on how to create an effective buyer persona. Check it out here:
3. GET IDEAS FROM SIMILAR BRANDS
Check out the most popular articles of other brands with similar missions as you. Some really good news sources for content inspiration are:
- Nuzzel: Most shared stuff by people that are also on Twitter.
- Ruzzit.com: Most shared content globally.
- Reddit.com: Also known as the front page of the internet.
- BuzzSumo: Most shared content based on searched terms.
Through these news sources, search and browse according to topics that fit your brand.
Get inspired by what you read. Share your brand’s own opinion regarding the news.
4. ANSWER THE QUESTIONS OF YOUR TARGET PERSONA
What does your customer want?
Put yourself in your customer’s shoes and learn together. Familiarize yourself with the many choices that customers face everyday. Ask yourself what you can do to be one of their top choices. Should you provide added value? Look for the smallest need or want that your customers have and go for that angle.
What are your customer’s pain points or most common problems?
There are 3 ways to uncover your customer’s pain points and common problems:
- Ask your existing customers.
- Collect frequently asked questions by your leads and clients.
- Look at their posts on Twitter and other social networks.
- Browse Q&A websites like Quora to see how they describe their needs.
OVER TO YOU
Apply at least one of these tips to generate topics that will align with your marketing goals. Randomly shooting in the dark is a total waste of your time and resources. When you are aiming for something, make sure you are doing it right.
You want the right group of people to land on your website. Make sure your content is relevant to that tribe.