The digital age has brought with it countless opportunities for businesses of all sizes. One of the most powerful tools available for converting leads into customers is content marketing . But how exactly do you create copy that sells , to the point of converting a simple visitor into a loyal customer? The key is search intent.
Understanding it and creating content that meets your audience’s needs can be the difference between a corporate blog that just looks good and one that generates concrete results. Let’s take a closer look at this?
The strategy behind a text
For a text to fulfill its role of attracting and converting customers, it is necessary to develop a well-defined strategy made up of: persona, purchasing journey and digital channels.
Persona
Before you start writing, it’s essential to know your audience. Creating personas — semi-fictional characters who represent your ideal customers — is essential to guiding your content creation. A well-defined twitter data persona helps you tailor your language, tone, and content to meet the specific needs and desires of your target audience.
For example, a younger audience may respond better to more casual, relaxed language, while a corporate audience may prefer a more formal, technical approach.
Buying journey
The buyer’s journey is the path a potential customer takes from discovering a problem to making a purchase decision. This journey can be divided into three main stages: top, middle and bottom of the funnel.
At the top of the funnel, a customer is just beginning to become aware of a problem. In the middle of the funnel, they’re exploring potential solutions. And at the bottom of the funnel, they’re ready to make a purchasing decision. Each stage requires a different type of content to guide the customer through this journey.
Digital channels
Choosing the right channels to distribute your content is just as important as the content itself. There’s no point in creating a great blog post if your target audience is on LinkedIn and not on Instagram.