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3 Steps to Creating Good Content When Your Product is Complicated

Complicated

We work with a lot of tech clients here at Impressa Solutions, and many of them share the same two challenges when it comes to content strategy: how do we a) communicate what we do in an easy-to-understand way, and b) make sure people are seeing our messages?

We get it. In many industries, jargon comes with the territory and makes it tough to reconcile how you talk about what you do with how consumers talk about what you do. But there’s a strategic way to go about it, as well as a specific way to broadcast it so that it reaches the right eyes and ears.

Let’s take a look at three simple ways to make sure you’re spreading the word about your product in the smartest way possible:

1. Aim for the right people

The first step to creating good content is knowing who you’re creating it for. To figure that out you’ll want to create buyer personas—specific, generalized profiles of your ideal customers based on a combination of research and data about your existing customers.

Once you’ve created one or more buyer personas, you can think of them as you create content. Will what you’re writing appeal to that person? Are you publishing your content in a place where that person will find it? Buyer personas are the perfect way to ensure that you stay on track and only create content that will drive results.

You’ll also want to do a bit of cyberstalking to find out where your target customers are hanging out online, what they like to talk about, and what terminology they use when they look for products and services like yours.

Do they read tech reviews on sites like Gizmodo, participate in discussions on Reddit, Quora or MetaFilter, or watch Story after Story on Instagram? Keep your finger on the pulse and use what you learn to make sure you’re publishing your content in the right places.

2. Make it bite-sized

The next step to optimizing your content is finding the intersection between what kinds of content your target customers ‘like’ and interact with and what will work best to communicate your message. This will depend heavily on your industry and product offerings.

For example, if you’re a B2B company, the best way to capture your audience may be with a free downloadable white paper. If you do B2C business, you may have better luck with snappy Facebook videos and Instagram ads with direct CTAs.

Basically, whatever ‘bite-sized’ means to your ideal customers is what you should aim for with your content!

3. Make it easy to find

Finally, make sure all your content is optimized for search. Conduct keyword research to find out what words and phrases people use when they’re looking for products and services like yours.

For blog posts and articles, strategically incorporate keywords into your text, headers, and metadata so search engines know what your content is about. For social content, be smart about the hashtags you use so you can capture traffic from tag searches, the Instagram Explore page, and Twitter Trends and Moments.

If you have a newsletter, be sure to promote blogs, articles, and content offers in it. And when someone subscribes to your newsletter, whether by way of a regular sign-up or content offer opt-in, ensure you have a nurture sequence in place to deliver other relevant content and pull them further down the sales funnel.


Looking for a more in-depth guide to creating a content strategy that works? You’re gonna want to download our free ebook below: THE Formula for Creating a Killer Content Strategy

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Tags:
content strategy, content marketing

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