3 Ways to Create Customer-Driven Content
August 29, 2016 | Guest Post
Guest post by Shayla Price
Traditional marketing does not have the same effect on consumers as it once did. Customers are now conditioned to avoid advertisements.
Personalized content marketing is swiftly replacing generic ads. Content tailored to the customer’s needs offers brands a new opportunity. They can pinpoint specific consumer interests.
This kind of content is highly effective. Content marketing specialist Ben Stroup discovered that 90% of consumers find custom content useful. Therefore, marketers are asked to build customer-driven content marketing strategies.
According to the 2016 CMI Benchmarks survey, only 30% of B2B marketers are confident in their organization’s content marketing effectiveness. With the growing challenges to focus on consumer problems, marketing professionals must produce stellar results for their companies.
Let’s explore how your company can create more customer-driven content.
1. Focus on Content Metrics
Research shows that website traffic is the most often used metric. Increasing traffic is usually a result of more content production.
However, traffic drawn does not create engaged visitors. Customers can quickly view your website and leave. This issue is one of several plaguing content marketers.
One purpose of creating customer-driven content is to help increase visitor engagement. You want customers to stick around on your site. You need them to learn more about your brand.
When considering metrics, think about the following questions:
- How long do customers stay on a particular page?
- Do consumers scroll through an entire blog post?
- Are they clicking on your sales page?
These questions focus on the root of engagement. The answers will let you know if customers are actually interacting with your brand. And these actions are best measured by lead quality and conversion rates.
“Content marketing is a powerful way to increase brand awareness and drive sales. By using reliable performance metrics to make decisions, you can capitalize on viable opportunities for growth,” writes Campbell Macdonald, founder and CEO of Pathful.
Content engagement is a guide for accomplishing your business objectives. Stay away from vanity metrics. Instead, focus on the engagement of your visitors.
2. Leverage Customer Personas
Customer-driven content is made to solve problems. It shows consumers you know their interests. And gives your team the chance to showcase your product benefits.
To produce customer-driven content, businesses must study customer behavior. That involves demographics, geographics, and psychographics. It’s all about learning the buyer’s lifestyles and habits.
Start by outlining detailed customer personas. Kevan Lee, director of marketing at Buffer, suggests that businesses create three to five personas to successfully represent various customers.
Here are two ways to produce effective customer personas:
A) Interviews and Research
Contact customers that both love and dislike your products. Learn how customers perceive your business and ask how you can improve your services. In addition, gather external research from third-parties. You’ll discover new trends happening in your specific market.
B) Visual Templates
Use templates to help your business organize customer personas. Categorize the information for each person to reflect the most important points. For example, you may want to focus on the buyer’s goals and challenges.
With accurate personas, your team can develop content to address pain points. It’s a necessary step in producing customer-driven messages.
3. Create Content Themes
Defining essential themes creates greater discipline in your content strategy. Rather than producing random content, you can offer relevant information that adds value.
When developing your personas, you probably noticed similar patterns related to your customers. Turn those commonalities into content themes for a robust editorial calendar.
For instance, Buffer is a well-known social media scheduling tool. In addition to scheduling, their customers struggle with producing and promoting content. Their target audience is always trying to stay ahead of the content marketing curve.
The Buffer team uses this knowledge to create content focused on social media marketing, advertising, and design. That’s how they bring customer-driven content to their consumers.
If you’re having trouble grouping themes, use the project management tool Trello. You can give each content theme a specific color. Then, you can assign colors to your team’s article ideas.
A 2014 DemandGen Report found that 91% of buyers are looking for more visual and interactive content. Content isn’t just limited to blog posts.
Expand your strategy to produce different kinds of content. Interactive content includes assessments, quizzes, and polls.
No matter what type of content your team develops, be mindful of your brand’s mission. Stay true to your company’s values.
“Identify and preserve the core principle of the brand–the unalterable brand promise that the customer can rely on over time,” says Matthew Kinsman, founder of Base Creative.
Content creation isn’t easy. It takes time and effort. Content themes make it possible to focus on what’s important.
Customize Your Content
Customer-driven content is the future of marketing. It’s time for your business to take advantage.
Decide which content metrics matter to your team. Leverage your buyer personas. And build themes around your content.
Solve your consumers’ needs. Customize your content.