How to create content for your buyers

February 4, 2021

Simply put, creating content is no easy task. Not only does it require you to be “on” with your creative flow, but there’s so much content being put out there all the time that you have to compete for the market’s attention. This realisation brings about the added stress of creating something unique that resonates with your intended audience while also adding value. 

Especially as a marketer, you have to make sure that the content you’re choosing to put out is something that your intended audience actually wants to see. Not everything you touch will turn to gold, but with all of the stuff out there, the last thing you want to be doing is creating noise in an oversaturated space.

You might be thinking: How do I decide what content I should create and release? 

Honestly, it all ties back to the data you’ve collected and are housing in your CRM system. No matter how creative you are, it’s important to look at the hard facts (a.k.a. the numbers) to know what you should continue with–and what you should cut out. 

You should make looking at the data a habit, and use it as a way to guide your content creation process. You should consider using a content architecture tool to map out what you want to release, when you want to release, and why you believe it’s important or adds value to your audience. 

Who are you creating content for? 

Whether or not you have a clear marketing strategy and personas identified, you should be thinking about the “who” or your audience on a case-by-case basis. Although net-new visitors are a marketing metric that we tend to pay attention to, we have to make sure that we’re creating valuable content that appeals to a diverse audience.

Some folks may want to come and read a few blog posts, others might want a quick explainer video about what your company does, and others might be looking for more high-intent content like a case study or a pricing page. 

Even though all of these content types differ, there should still be some cohesion in the messaging presented in each of these examples. Aim for clarity and concision where possible, and keep your brand’s voice and tone at the fore. 

How do your buyers prefer to consume content? 

Again, make looking at the data you have available to you a part of your daily routine. Are blog posts some of your most visited pages or longest sessions? If so, focus your energy there and be consistent in how often you release content. 

Are you finding that your video content is getting the most engagement? If it is, consider scripting and filming some new content. Be sure to look deeper at your videos, too, to understand what’s working about them individually. Are people dropping off at a certain point? Are there points of interest that are being rewatched? Make note of this in the data as you set about creating new video content. 

Once you know what your most successful content types are, you can make a real plan to produce content that reflects that. However, you don’t have to minimise or eliminate other types of content; just don’t prioritise creating the less popular stuff. 

How to prioritise content creation

If you haven’t already, be sure to include themes in your marketing and content strategy. These themes can be broken down bi-weekly, monthly, or quarterly; decide what makes sense and adjust if need be. 

Having a theme doesn’t mean that every single piece of content that comes from your organisation needs to be around that topic, but it does mean that the major pieces of marketing content and campaigns should show some sort of focus on that area. 

For example, we’re focused on putting out more thought leadership this month, but we’re also in the midst of a recruiting push, so there’s also content coming out around that. 

With this in mind, be sure to create the content that lines up with this theme first, have a set schedule for the release of your themed content, and then fill gaps with less-related content if need be.  

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