Does your content answer questions?

You’ve created a lot of content for your website, but is it the right content?

According to MOZ, 50-80 percent of online searches are informational, meaning more than likely your prospect is at the top of the funnel and not even close to narrowing to a brand or product/service. For brand marketers, this means that a significant portion of your content needs to focus on helping prospects identify a problem instead of promoting your product as a solution.

Here’s a relatable example: After running, you notice your ankle feels a bit tender. When you turn to Google, you’re not searching for top orthopedic surgeons or even a doctor by name, nor are you likely to click on any such content within the search results. At this point, you’re information gathering and trying to assess what the problem may be and if a simple ice pack will do.

When creating content for prospective customers, consider their search intent of getting top level information. Brainstorm topics that position you as a resource without selling. For example, a hardwood flooring company may develop content such as:

  • Which flooring is right for you?
  • Trends in flooring
  • Update or replace?

The copy itself can be lightly branded by citing an expert source from your company or hyperlinking to a more in-depth article within your website. If you’d like to take it a step further without being too invasive, incorporate ways to capture their email address (think a blog or newsletter subscribe button in the sidebar or bottom of the article) so you can eventually target more specific content to them based on their pattern of clicks or shares.

By creating the right content, you’ll meet your prospective customers where they are in their search process and position your company for a future sale.

By |2019-08-17T10:27:43-04:00August 17th, 2019|analytics, digital strategy|Comments Off on Does your content answer questions?

About the Author:

Stacy Delk
If you need it done, chances are Stacy’s done it before. In her two decades as a marketing communications strategist, this agency leader has helped consumer and B2B companies with internal and external communications, inbound marketing (she’s HubSpot certified in Inbound Methodology), event creation and promotion, social media strategy, crisis counsel and so much more. Stacy works with brands in a variety of industries, but the home improvement and building products industries hold a special place for this serial home improver and former farm girl. Whether on your business or her ever-evolving home, she loves to roll up her sleeves and get to work.