Many companies struggle with writing content that generates demand. It’s such a shame to fail in content strategy because it works. Prospects need valuable information to make wise decisions, so it pays off if you have excellent content. The question is, “How do you do that?” How can you stand apart from the competition? Read on to find out.
Why is Creating Content That Generates Demand Vital?
When we say demand generation content, it refers to content crafted to inform, educate, and attract your prospects. At the same time, it should demonstrate the expertise of your company. Why do you have to write content when you can just show them what you can do or what you have to offer?
The reason is that they don’t know you, so you have to introduce yourself. Your job is to show expertise to establish yourself as a preferred vendor. What you want to happen is for prospects to become buyers and for you to become their first choice of vendor within your niche. For that to happen, you need content that makes your reader stop in their tracks and respond.
How does demand generation content do that? By a carefully planned content strategy where you lay breadcrumbs to lure prospects to the path you want them to take. At the same time, you educate them, let them become aware of your company and provide them value. This is how you can establish yourself as an authority in your niche.
6 Steps to Create Content That Will Generate Demand for Your Business
When creating content that generates demand for your business, your goal is to lead customers to your product. The content is the tool you use to communicate to your target audience that you can show them a better way of solving their problem. At Gold Lion Technologies, we follow the steps below when creating content:.
1. Create Pillar Content
Pillar content is the groundwork and the foundation of your strategy. Think of around four content categories related to your desired outcome or problem of your target audience, and your expertise. The pillar content you’ve thought of will be the head topics of all the pieces of content you will be writing later on.
Consider what your prospects’ desired outcomes are and what your business does to fulfill these needs. What problems are they struggling with? What kind of work do you do? What problems does your prospect have that they are not aware of? What does your business have that can lead prospects to better results? Your answers to these questions can already give you a few key concepts for pillar content.
2. Develop Relevant Content
Now that you have pillar content, the next step is to develop relevant topics to write to create momentum with your prospects. Do you want some tips on how to flush out topics from your pillar content? Well, what we do is to write topics on the challenges and obstacles that the prospect needs to go through to achieve their desired outcome.
For instance, if you already have a solution ready for their problem, what steps do the prospects need to take to get that solution? You can write a topic on that. Or, if the prospect has a problem that they aren’t aware of, then write signs that tell if they have a specific problem.
3. Write Quality Content
You are ready now to create masterful content – time to write. There is a problem, though — you need sharp content written well with the topic properly outlined. How can you write like a professional?
You can do that by getting familiar with the topic and your audience first, as mentioned in the previous step. This will allow you to move from your broad ideas — the pillar content — into more specific, content-worthy ideas.
Next, you need an outline or a structure, which helps you write well-organized and thoughtful content. You’ll want to have all the main points and subpoints you want to hit written out, and organize these thoughts into sections. You can then design an intro and a conclusion around this content. The intro will hook them in the first few sentences, while the conclusion will wrap up the points you made and call them to action.
4. Repurpose Old Content
This is the step where you present your old content in a new format. Doing so will multiply the reach of your original content considering that everyone has a different form of content they prefer consuming. How do you repurpose old content? There are plenty of ways, such as breaking long-form content into blogs, podcasts, case studies, eBooks, and so on.
5. Distribute Your Content
Now is the time to distribute your content in the correct channels. What correct channels do we mean? We refer to the places or platforms where your buyers go, whether it’s your blog, someone else’s blog, or social media channels. These can include both paid and free options.
For paid options, you can consider running pay-per-click (PPC) ads. Alternatively, you can consider partnering with successful micro influencers in your niche, allowing you to reach a new and engaged audience.
As for free options, you can use the audience you already have. If you have an email or phone marketing list from your subscribers, you’ll know that they’re already interested in what you have to say. All you have to do is send the content to them.
6. Update Old Content
Last, but not least, you want to keep your content up to date. If you want your audience to keep coming back, you have to give them fresh content regularly. This does not always mean that you need to post new content. Sometimes, you just need to check your old content, add new information and multimedia, and ensure it remains compelling for your audience.
The six steps above should help you create content that will generate demand for your business. If you follow this guide, you can craft gripping content that will attract and keep your audience coming back. The key is to write quality content with factual, useful information. More importantly, stay consistent to build your following and establish yourself as an authority.
Do you need more tips on content strategy? Contact Gold Lion Technologies today.