Now we know exactly what content strategy looks like for well-known types. If the average customer isn’t yet familiar with your particular product, you need to show all the benefits and possible use cases. You need to plant a thought in the customer’s mind, “This product is a better fit for me” : How to create content that sells. Part 1
If the value of your product is intangible, you should use an expert content strategy. Customers don’t know if your product is worth their money, so it’s your job to build trust: How to create content that sells. Part 2
But what if your potential customers don’t know your product exists? That it’ll help them change jobs they haven’t liked for years, for example, and you’re selling online courses on how to become a nocoder.
You have to create demand for your product first. So product-focused and expert content strategies aren’t for you. Follow these simple steps:
What are demand generation content strategy formats?
Articles, videos, webinars about your target audience’s key pain points
Your potential customer doesn’t know your product yet, but already has problems that this product solves. So you approach them with content that promises to solve their pain, and then offer a solution in the form of a product.
A good example of this is Clearscope‘s webinars, a content optimization tool for content and SEO teams.
The webinars are free and educational. All the problems shown can be solved with the Clerascope tool. This is a win-win situation.
A format where we show the desired image achieved with your product. If our audience wants to have the same effect, they’ll want to know more about the tool that helps achieve it.
Take Sendoso for example, an electronic and physical gifting platform to strengthen relationships between customers and employees. They even have their own blog titled ‘s header of the website.
So if a potential customer reads some of smartly crafted stories in the sections, they’ll be more willing to become a Sendoso customer.
Free courses, templates, ebooks
You offer introductory products when it’s hard for your potential customer to decide on a new product right away. Once they try it for free, it’ll be easier.
A good example is HubSpot, which has it all. HubSpot is a CRM platform with all the software, integrations and resources you need to connect marketing, sales, content management and customer service. It offers a number of free tools that most are eager to try. After your customer try it out and understand that it works, they will probably choose your product because it solved their problem.
The next and final post in this series is about what to do if you need to maintain a sales funnel of regular users – content strategy “Creating a professional community.”