How to Create a Winning Content Strategy
How many times have you found yourself wishing you could find the perfect salesperson?
You know the kind … the salesperson who is at the office every day clearly communicating
your message and hitting the mark every time. When the conversation begins with
the prospect they immediately know this salesperson understands them completely
and within just a few minutes they feel completely confident that your company’s
product offering is just right for them. Not only that, this salesperson can meet
with far more clients than you ever dreamed was humanly possible. Well, I am here
to tell you this sales person is available RIGHT NOW, and is willing to work for
you 24 hours a day, 7 days a week!
That salesperson is your website!
Most companies view their website as more of a brochure telling all the details
they can about their company. They talk about the history, the management team,
the fabulous products they carry with all the latest greatest features, and on and
on and on all about themselves.
You know what? Your customers don’t care about you, your products, or your management
team. They only care about what’s in it for them!
The sad truth is whether you are receiving 50 visitors or 5,000 visitors each day,
you are simply wasting their time if you are providing a bunch of information they
aren’t interested in.
If that is the situation you’re in right now … Don’t worry, 95% of the companies
out there, including your competition, are in the same boat. The only reason you
should worry is if you don’t do something about
If you take the time to clearly understand your buyers and identify the main problems
they are looking to solve, and use that intelligence to create a content strategy
to walk them smoothly, and efficiently through the buying process, your sales
will go through the roof.!
When you’re creating your content strategy, you need to identify each type of buyer
that could potentially be arriving at your site. Once you’ve identified these different
buyer personas, you’ll need to identify the common problems they’re looking to solve,
and create clear paths to the exact information they’ll be seeking.
The best way to think about it is to imagine you’re meeting each one of your website
visitors at the front door of your office.
Imagine them looking at a menu above the receptionist desk and having them choose
the problem they are looking to solve. Once they’ve done this you have the opportunity
to lead them through the perfect sequential information flow which addresses every
possible reason they might have for not buying from you. Once you’re finished, your
visitor can easily let you know what their interest level is by selecting one of
the few options you provide them.
Quit treating your website like a brochure! You can communicate to your visitors
with video, audio, written word, and even in a conversational manner through blogs
and discussion forums. If you have the option of communicating so clearly to your
visitors … why aren’t you? Spend some time analyzing your current content strategy
and if you don’t feel it is communicating your offering to each and every visitor
perfectly every time … change it. The beauty of the web is you can analyze every
action that takes place on your website almost instantaneously. If something isn’t
working, you can change it just as quickly.
Take the time to train this salesperson correctly, and equip them with the ability
to communicate to your visitors effectively each and every time, and you will
have a sales person who sells for you 24 hours and 7 days a week. Even
when you are sleeping!