Step 3: Fill in the Gaps to Round Out Your Content Mix
You’ve reviewed what types of content customers want to see based on persona research. You know whether or not your current content is addressing consumers’ wants. Now, it’s time to create content to fill in the gaps.
Use Articles to Educate Your Audience
Blog posts are a great way to educate your audience about a specific topic or subject matter. If you identify a persona that is in the consideration phase and need lots of information before making a purchase, give it to them. Offer blog posts that answer any questions or concerns they may have and position your product or service as a potential solution.
There are plenty of article types you can choose to create, including case studies and tutorials. For example, case studies might be great for prospects who already understand your industry but need testimonials from other customers who’ve used your product or service. A tutorial, on the other hand, could be perfect for people who only have minimal knowledge of what a product or service like yours might help them with.
Once you’ve built that trust, consumers will likely look more fondly on your product or service as a solution.
Delight Your Audience in a Visual Way
Consumers today are drawn to visual content, with 91% of consumers preferring it over traditional text-based content. But that doesn’t necessarily mean you should try to create as much elaborate multimedia content you can. Make the most of your time by focusing on what your consumers want.
Consider the channels your customers prefer and your current content inventory. Maybe your personas research shows that your audience likes YouTube, and your company currently doesn’t have a presence on that platform. Create a channel and consistently publish videos to build an emotional connection with your audience and keep them engaged in your brand.
Or maybe your customers love Instagram. In that case, it probably makes more sense to double down on high-quality photos and graphics. You can also use rich media elements like images and infographics to captivate consumers.
Refresh An Old Piece of Content
Don’t be afraid to give old blog content a fresh coat of paint. Refreshing blog posts is a low-lift way of delivering content that your audience today wants without putting in much effort.
Say you have a blog post about support teams using messaging apps, and it mostly focuses on WhatsApp. Your customer research now shows that most of your users want to be on Messenger. Refresh your piece of content accordingly to make sure you include that point and serve your audience.
But there’s more benefit to refreshes beyond filling the gap in your current content mix. If you have a blog post that previously performed well on Google but has since lost significant SEO traction, give it a refresh. Spice it up with a new infographic and current information so Google knows it’s up-to-date and answering the search query as it stands today. Your refresh doesn’t necessarily have to be a massive overhaul, but it should add additional value to the content.