Putting into words who you’re trying to reach with your content is the first and most crucial step. It will serve as a guiding light for all your content creation efforts and help keep you on track.
If you’ve done your market research and created customer personas, this should be easy. You’ll already have a solid idea of who you’re trying to reach.
For example, if you’re a mortgage broker in Florida, that might be something like:
Millennial couples (25-30) in Florida with aspirations of owning their first home. They’re working professionals strapped for time and feel frustrated by the complexity of the process of getting on the property ladder.
If you don’t know quite so much about who you’re targeting, feel free to keep things broader.
For example, as providers of SEO software, something like this would make sense for us:
People who want to drive more traffic to their website(s).
It’s somewhat oversimplified, but it’s enough to help us avoid creating content about dead-end topics.
For example, take a topic like “reverse image search.” This sounds like a topic related to SEO on the face of it, and it gets an estimated 1.6M monthly searches in the US…
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
… but the reality is that most people searching for this likely don’t even have a website. They’re probably just trying to hunt down a catfish.
Here’s our content strategy canvas so far:
Question 2. Why are you creating content?
Each piece of content should have a purpose.
Broadly speaking, there are four of these:
Increase brand awareness and introduce your brand to potential customers.
Create interest and desire by teaching potential customers more about their problems and how your product or service can solve them.
Nurture interest and entice the purchase by further educating potential customers about your product or service and why it’s the best solution for them.
Retain customers and build brand loyalty by educating customers on how to get the most out of your product or service and clearly demonstrating its value.
If you’re familiar with the marketing funnel, you’ll notice that these four “purposes” align broadly with the stages of the buying journey.