Image courtesy of adamr/Flickr.
You know that if your business is going to be successful, it needs to meet its markets’ needs. The same holds true for your internet and content marketing strategies. Instead of creating content just for the sake of creating it, adopt direction and a purpose that will bring results.
Identify Needs First
First, identify what your market needs. Make a list of each of your markets, which may include current customers, potential customers, donors, other businesses, community organisations, etc. Then, create a “market sketch” that defines who is in each market, what kinds of demographics it has, what makes these people tick and what kinds of needs they have.
It’s important to make sure you identify each market’s needs. Some groups may have very similar needs and some may even have the same needs. But, as I’ve blogged about before, your internet marketing tactics need to be very targeted if you want to see results.
Then, Meet Needs and Share Content
Now, look at that list of needs and decide how you can meet them with content. For example, if your market needs more information about a topic or solutions regarding their health, include those topics in your content marketing strategy.
However, content can’t meet all needs. In fact, you don’t necessarily want your content to meet all of your market’s needs — you still want people to buy your products. In these cases, you need to use your content to help you position yourself as a solution and point potential customers toward your business and products.
If you sell kitchen gadgets, your content might include recipes that require your tools, how-to guides explaining how to use some equipment or healthy eating solutions. This content provides real benefits while still helping you promote your business.
Why Content Should Meet Needs
When you use content to meet your market’s needs, you are showing your market that you are thinking of your customers first. You are proving that you are aware of your markets’ needs and are striving to meet them. This helps you build a reputation of trust and create a reputable brand that can help bring results.
Using content to meet needs also helps you communicate to your market that you are the solution they are looking for. As you use blog posts, ebooks, website content, how-to guides and other types of content, you are telling people that your business can help them solve their problems.
This is an excellent way to promote your business, convey your message and position yourself as the solution people trust and turn to.
When your content meets your markets’ needs, you will be providing real value, which is essential for a successful content marketing campaign. This kind of content will get attention and is more likely to be shared on social media.
Providing benefits and meeting needs through content will also help you promote your business, enhance your brand and even attract more customers.