Once you have a better understanding of how to create your high-level content marketing strategy and when to schedule your posts, it’s time to outline the topics for your first several value pieces.
Whether you are creating videos, blog posts, or long-form articles, the approach to creating this content is quite similar. Regardless of the medium of delivery, it is crucial that these pieces offer value to your prospects — the goal with each piece is to illuminate a pain point and outline your solution to the problem.
So, to create a compelling piece of value content, first consider what your audience needs to hear to make an informed buying decision.
In other words, what is the ONE thing you could say to a prospect to provide clarity around a pain point and showcase your solution?
By picking the most common pains and building value content around your solutions to these issues, you can create content that will resonate with their needs.
1. What are the most common pains experienced by your target audience?
Understanding your audience’s pain points is half the battle when it comes to convincing them that your solution is necessary.
Start by asking yourself:
- What specific topics are you an authority on?
- How can you prove your expertise on these topics?
- How does your expertise relate to your prospects’ pains?
As you gain feedback from your target audience related to their pains, you are bound to find similarities across your market.
If you can clearly identify their top pains — showcasing that you understand their overwhelming feelings of fear, exhaustion, anxiety, or stress — they are much more likely to be engaged with your content and keep listening to what you have to say.
The most important part of any content marketing strategy is to ensure your value pieces will resonate with your audience. If you haven’t had a chance to gather feedback from your target market, check out our previous article on how to create a high-level content strategy.
The key here is to listen to what your audience is saying, rather than attempting to “shoehorn” your offering as a solution to every pain.
The fact is some of these prospects are experiencing pains that your offering cannot solve, and those people are not your “ideal client.”
Fortunately, some of them will be experiencing the same pains — pains that CAN be addressed by your offering. These are the prospects you want to help, since you already know you CAN help them.
The goal here is to isolate each pain point and create a piece of value content around that specific issue. The more you can showcase that you understand their problem, the more likely they are to see you as a Thought Leader or an expert in your field.
2. What are you an authority on? How can you showcase your solution in a way that will engage your audience?
Once you have identified the common pains experienced by your target market, it’s time to leverage your expertise to show them that you can help solve these pain points. This is done by creating a content marketing strategy that aligns each individual pain point with a solution that you offer.
Rather than trying to appeal to everyone, the trick is to appeal directly to your “ideal client.” These are the people you know you can help, so it is crucial that your content resonates with their needs.
Our partner — Trevor at LinkedIntoLeads — recently created a fantastic value-add video for his network, where he explains the TRUE first step in the Buyer’s Journey.
It doesn’t start when they first get on a call with your team.
It doesn’t start when they pay you.
In fact, the Buyer’s Journey begins when they first discover you exist.
Often, these content pieces ARE your prospects’ first exposure to your company — their first impression of your business — which is why your focus should be on the value you can provide for them.
Depending on your offering, there are a variety of ways to showcase your expertise and prove to your “ideal client” that you can help them. This approach also depends on the medium you choose.
- Want to demonstrate how your all-in-one software solution can help save your prospects time and eliminate redundancies? Create a brief demo video of your platform, specifically capturing how it can be used on a day-to-day basis to solve a common pain point.
- Looking to showcase your content marketing expertise and how it drives results? Try creating case studies from real clients that outline the problem, solution, and results generated by your offering.
- Does your process rely on outstanding client relations? Consider leveraging written or video testimonials from previous clients who can speak to your customer service.
By proving your methodology works before you ever actually try to sell to these prospects, you make it easier for them to come to you when they’re ready to buy.
No more trying to convince people to buy-in.
No more sales calls with unqualified prospects.
The people who understand the value you provide will be thrilled to find your content, as it truly resonates with their situation. When they are ready to buy, they will come to you, and they are often the ones who sign on as long-term clients.
3. How can you leverage the expertise of your team members to provide more value to your prospects?
Now that you have a series of content created that revolves around your area of expertise, you can begin to draw from the expertise of your partners and team members.
Often, our teams are made up of individuals who have a variety of unique skill sets — each unique perspective from your individual team members can be leveraged to create more content marketing pieces that will provide enhanced value for potential clients.
To start, outline the core competencies of each member of your team, which will help you narrow their area of expertise.
In the same way that you ask your clients and target market for feedback, ask your team members what pain points they regularly encounter when working with clients.
- What are some common issues/misconceptions/pain points that they notice in their client-facing work?
- What is something every prospect should know before they book a call with you?
From there, you can build content pieces that support your internal processes and better prepare your “ideal clients” for working with you.
The benefits here cannot be understated:
- You add variety to your content marketing strategy by drawing on the unique perspective of each individual team member, keeping your content fresh and exciting.
- You present your team as a versatile Thought-Leadership Collective to prospects and potential clients, further supporting your credibility in the marketplace — you’re no longer just ONE man or woman at the head of the business, but a full team of qualified experts.
- When new clients sign on, they are better prepared to work with you because they have gained greater insight into your processes and your perspective.
All of these benefits of high-value content marketing pieces help create the foundation for long-term relationships with your ideal clients.
Once they understand the value you provide and how it relates to their pain points, the only thing you have to do is deliver.
Have you created content marketing pieces that are resonating with your audience? If so, we’d love to get some feedback on your experience.
If you need help understanding your audience’s pain points and creating a content marketing strategy that resonates with their needs, book a free Discovery Call with our team below.