Don’t hire a marketing agency to create content. Don’t outsource your content creation to oDesk. What kind of quality will you really get from someone that you have to explain your business value to via computer screens?
As a startup founder or business owner you’re the best person to create the valuable customer-pain-focused content that sets your solutions apart from the competition.
Creating content that is relevant and valuable to your ideal customers and prospects is what you can do best. Why?
You know your ideal customers better than anyone. When developing your product, you did research. You likely talked to more customers, users and industry people than you can count. You uncovered a problem or pain point that no one else in your industry was addressing. Or, you took an approach that no one else thought about. You designed an innovative solution.
You’re now the only person that’s equipped to create the equally unique content that builds credibility for your business and your solution. Your brain alone holds the deep insight about how much time, money and effort you can save people and companies if they purchase your product.
You don’t have to write like a Madison Avenue ad exec. It’s not about slick copy writing. You know how to talk to your prospects, right? Creating content is just like talking to an ideal buyer—only just writing or producing a video.
Word cloud: Wordle
Keep in mind, your valuable content is created for only one (niche) group of people: your company’s ideal buyers, prospects and influencers (for B2B products). Write like you’re talking to a prospect over a beer after a trade show. It’s just a conversation between two people in the same industry. You’re sharing what works, what doesn’t work, and all those useful details you’ve discovered along the way that add up to a better mousetrap. Or, software solution. Or, blue widget.
Your site’s content must quickly resonate with like-minded buyers searching online. When your buyer goes to Google, Yahoo! or Bing and searches on their problem, your content must pop up and “click” with them.
Just like your products and services must stand out from the pack, your content must be a-cut-above too. Only you have the passion to develop content by sharing deep knowledge no one else has but you. It’s only natural for you to share the insights, insider tips, and time-savers that are stored in your brain after creating your product. Like-minded prospects will recognize the “good stuff” when they read it.
Infusing your passion for helping the customers you serve into your content is a plus. For starters, valuable content is accurate, informs, and educates. Next, really valuable content also engages the reader/website visitor.
Dig deep when writing about topics that demonstrate how to solve the pain points your ideal customer experiences. Be boldly honest and open. Explain clearly, without industry jargon, why your reader should try a new approach to a persistent industry problem.
You built your products and services around solving a niche problem. You want your company’s content to be valuable to customers so that:
- Customers will find your website or blog
- Be engaged enough to spend time getting to know your business
- Become convinced about how well you solve pain and
- Build trust in the credibility of your products, services, and solutions.
- And, most important– become buyers!
So let’s get out our crayons and start creating content that only you can create. Anything I missed about who’s the absolute best person to create content for your customers? Insert your ideas below in the handy comments box.
Image: istock
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