What Does Your Marketing Content Do?

By Perry Rearick, Chief Editor, Follow Your Buyer

Good content creators spend time getting to knowing their target audiences. It is fundamental to crafting compelling content. They think beyond the usual demographic data and seek to understand their buyers, both prospects and current customers, at a deeper level.

They ask questions like, what is the scope of their responsibilities, what about their roles is stressful, and what are their greatest challenges? This enables marketers to create content on subjects important to their target audiences.

But this process tends to focus on the “what” of the content: topics, themes, capturing the right tone, and artfully imbedding a hook tied to the marketer’s solution.

Instead, we should focus on what our content “does”.

Does your marketing content help clarify their responsibilities, reduce their stress, and visualize solutions to their greatest challenges? Does it build trust and help your prospects imagine a better business and a more rewarding life?

Content that challenges, influences, and offers hope is at the heart of what marketers do. And it is what great marketing content does too!

This week I encourage you to move beyond what your marketing content “is”, and on to what it “does” for your target audience.

I hope you have a great week!