How to Create a Winning Content Strategy

How many times have you found yourself wishing you could find the perfect salesperson?  You know the kind … the salesperson who is at the office every day clearly communicating your message and hitting the mark every time.  When the conversation begins with the prospect they immediately know this salesperson understands them completely and within just a few minutes they feel completely confident that your company’s product offering is just right for them.  Not only that, this salesperson can meet with far more clients than you ever dreamed was humanly possible.  Well, I am here to tell you this sales person is available RIGHT NOW, and is willing to work for you 24 hours a day, 7 days a week!

That salesperson is your website!

Most companies view their website as more of a brochure telling all the details they can about their company.  They talk about the history, the management team, the fabulous products they carry with all the latest greatest features, and on and on and on all about themselves.

You know what?  Your customers don’t care about you, your products, or your management team.  They only care about what’s in it for them!

The sad truth is whether you are receiving 50 visitors or 5,000 visitors each day, you are simply wasting their time if you are providing a bunch of information they aren’t interested in.

If that is the situation you’re in right now … Don’t worry, 95% of the companies out there, including your competition, are in the same boat.   The only reason you should worry is if you don’t do something about

If you take the time to clearly understand your buyers and identify the main problems they are looking to solve, and  use that intelligence to create a content strategy t0 walk them smoothly, and efficiently through the buying process, your sales will go through the roof.!

When you’re creating your content strategy, you need to identify each type of buyer that could potentially be arriving at your site.  Once you’ve identified these different buyer personas, you’ll need to identify the common problems they’re looking to solve, and create clear paths to the exact information they’ll be seeking.

The best way to think about it is to imagine you’re meeting each one of your website visitors at the front door of your office.

Imagine them looking at a menu above the receptionist desk and having them choose the problem they are looking to solve.  Once they’ve done this you have the opportunity to lead them through the perfect sequential information flow which addresses every possible reason they might have for not buying from you.  Once you’re finished, your visitor can easily let you know what their interest level is by selecting one of the few options you provide them.

Quit treating your website like a brochure! You can communicate to your visitors with video, audio, written word, and even in a conversational manner through blogs and discussion forums.  If you have the option of communicating so clearly to your visitors … why aren’t you?  Spend some time analyzing your current content strategy and if you don’t feel it is communicating your offering to each and every visitor perfectly every time … change it.  The beauty of the web is you can analyze every action that takes place on your website almost instantaneously.  If something isn’t working, you can change it just as quickly.

Take the time to train this salesperson correctly, and equip them with the ability to communicate to your visitors effectively each and every time, and you will have a sales person who sells for you 24 hours and 7 days a week. Even when you are sleeping!