How to create customer-centric content that sells

Updated: September 2019

Almost half of your customers view 3 to 5 pieces of content before engaging with a sales rep and 70% prefer to learn about new products through content over advertising. There's no denying it: creating relevant content that meets customer needs is vital.  

So how can marketers differentiate and compete in an already crowded environment?

The answer is simple: personalise then conquer.

As the demand for quality content reaches its highest peak, the measure should not be how much content you publish, but how valuable that content is to your audience.

The objective must be to stay relevant to customers at every touch point, anticipating and accommodating their needs from start to finish throughout their customer journey.

Hubspot does this remarkably well. From the how-to articles down to case studies and relevant marketing insights, Hubspot’s content is relevant, full of actionable tips, and utility.

Consider the following framework as a simple checklist to guide relevant, highly valuable content made for your audience and their needs:

  • Identify 3-5 personas
  • Understand your funnel stages (Awareness, Interest, Consideration, Action, Retention)
  • Determine 5 key questions that must be answered to progress through the funnel

From here, you can start to tailor content towards these questions for each persona. Different sets of questions will arise as the persona goes through different touch-points and stages of the funnel. 

Salesforce do this very well. Rather than just focusing on the content they deliver, they focus on the type of content relevant to their customers across the sales funnel. From market insights (Awareness) and valuable how-to articles and customer stories (Interest & Consideration), to trial offers (Action), and articles to help improve user efforts using their platform (Retention).

Improve your content by continuously revising it based on customer feedback. Analyse your data, test your content, learn what’s working, and what’s not. This constant review loop is what will help you develop strategic content that cuts through and resonates.

 To find out more, listen to our Content Planning presentation.

Content Planning Presentation Video

Recent Posts