As a content marketer, it is unbelievably easy to get caught up in your own approach to the content you develop and deliver for your customers. Much of the time, this approach works well enough to allow you to provide customers with content that is functional for their overall business profile, but it misses their pain points.
Customer pain points are specific issues that your business may face that can become a crucial consideration in your content marketing strategy. This type of evolutionary thinking can revolutionize the way you approach your upcoming content marketing campaigns, knocking your customers’ socks off in the process because you will find that you are seamlessly reaching them where their specific needs are. By listening to a few key issues your clients’ companies are facing, you may find a treasure trove of content ideas that speak to your customers’ underlying content challenges, as well as to the focus of the campaign itself.
Do You Know How to Find Your Customers’ Pain Points?
Every customer is unique in that they have their own internal cauldron of concerns when it comes to content management. Your focus on understanding their pain points can be a game changer, opening the floodgates for creativity and laser-focused content that speaks directly and effectively to their audience. This vital step can help you ace the current content marketing campaign while also improving your customer relationships for the long-term.
Do you know how to find your customers’ pain points? If you don’t, you’ll be glad to know that we do, and we want to share some top pain points content marketing customers are facing for the upcoming year.
Companies Simply Don’t Know What to Write About
Many companies just don’t know what to write about to reach their target audience. Some industries feel too complex to be of much interest to readers who are even entrenched in the industry, such as finance or technology auditing. These companies often feel that there are a few unique hurdles they must overcome, including the following:
- Overcoming knowledge barriers in complex topics
- Discussing topics overwhelmed by a high level of jargon or industry-specific regulations
This concern is understandable for content creators who work in complex industries, but you can help by discussing all the ways it is possible to create content for everyday people, regardless of the industry. Remind customers that a blog post, article or white paper gives them the power to briefly and effectively educate their own customers, as long they approach their content as a helpful and humble guide to industry peers.
Companies Don’t Know How to Talk to Their Audience
A slight variation to the first pain point comes when companies don’t know how to talk to their audience. They may not understand what matters to their customers or who their customers really are, in terms of demographics. Without these details firmly in mind, it is challenging coming up with the best possible information for an audience. To find out what matters most, it is important to dig deep and create audience-centric content. For example, if you write financial content, drum up topics that focus on the everyday banking customer and his or her needs.
Here are just a few ways that businesses can learn to reach their audience:
- Get to Know Customers Better. Whether using information gathered from focus groups, surveys or research from other departments or big data, you can find out what each customer’s audience wants to know.
- Develop Audience Personas. Creating audience personas is crucial to success in content marketing. A persona is a composite sketch of a target market, based on factors like buyer engagement, purchasing trends and
No One Owns the Content in the Organization
Whether people do not want to participate in creating the organization’s content, or too many people are already involved, creating content depends on having the right people for the job. As long as everyone is on the same page and readily works in harmony, a content strategy team should be in good shape for writing high-quality content. Companies should document objectives and initiatives to help everyone stay on track, no matter how many teams there are.
In conclusion, learning pain points offers you a clear route to getting to know your customers and their needs better. Try out the above-mentioned tips to see how effective they are in help your customers see how they can help with their own content marketing strategy.
Contact us our team at WriterAccess today to learn how we can help you build a strong content marketing strategy for the rest of this business year and beyond. Our team can help you develop this strategy through high-end content and more.
Melissa C. is a determined self-starter who has worked diligently as a full-time professional freelance writer for writing brokerages for nearly a decade. While not always a full-time writer throughout her career, Melissa has written for various projects—professional and personal—over the past 30 years. Since joining the WriterAccess.com platform in 2011, Melissa has reveled in gaining the respect and trust of each of her valued writing clients. Her primary goal with each project is to provide meaningful content that gets results for her clients.