Creating Content with Purpose

In this third module, I learned that creating content with a purpose is critical to capturing potential customers that will engage and convert to buyers.  With traditional marketing, physical space was driving competition among agencies.  Now, businesses are fighting for attention, not space.  With the post-internet age, there is virtually unlimited space requiring more businesses to put more thought towards how to gain attention and awareness of their product or service.  To think strategically about how to gain the attention of a buyer, 'The Content Process' model from HubSpot is helpful to consider in creating content.

There is no substitute to taking the time to consider the planning, creation, delivery, and analysis of creative content for the Buyer's Persona.  In order to determine what content is the most relevant and engaging, a buyer's location in the Buyer's Journey must be considered.  Is the content part of the awareness, consideration, or decision-making stage?  Relevant content should be solution-based, not product-based.  Content should be more educational and informative, rather than focused on the product itself.

Best practices for creating relevant content for potential customers involves mapping specific content to the Buyer's Persona, a 'less is more' philosophy, easy consumption, and focuses first on information, not design.  Multiple media are available for creating and distributing helpful and engaging content, such as blog posts, landing pages, E-books, websites, webinars, social media, etc.  Once relevant content has been planned, created, and distributed, it should always be analyzed to determine efficacy.  Then, the Content Process model should be repeated continually for content relevancy.