What is the most effective way to reach your customers?
It is to position yourself as a specialist by publishing content that is relevant to them.
This is easy to say, but not always easy to accomplish. Some companies that act in the training and commercial coaching, have facility in producing contents of interest. Be they articles, mini free books, guides, infographics, videos, reports, among others. However most companies do not have this facility.
When working with clients in defining content marketing strategies, whether to feed social networks or any other tools, one always begins by asking this question: "Who is the" person "that we want to reach?" When one says Persona, one does not speak of company or types of companies. When we are acting at this level we have to be much more granular.
For example, information technology is sold. If we wanted to apply a content generation strategy, we could think that we would send information about products, services, case studies, etc ... Nothing could be more wrong.
We have to think specifically about our client's persona. Returning to the fictitious company of information technology, if the company sells CRM software, which allows to better optimize and manage business relations with business customers or potential customers, who would be the person we would like to catch? Probably the Commercial Director or Marketing Director. It is usually these profiles that have more to say in the domain of software decision that will be used. Selecting one of the profiles, for example the marketing director, what does this "persona" like to receive in terms of information? What are your interests? What are your needs? What pains do you feel in your daily life?
Based on the answers to these questions, it is necessary to develop contents that the company can produce internally or make partnerships for the use of external contents.
Going back to this case, a set of articles could be created with tips for managing and optimizing a marketing campaign.
In short, a thousand ideas can be developed, just some creativity. Once you have finished the content, just put them to work as hooks in social networks, websites, specialty magazines, etc.
All this will position you and your company as specialists.
