5 Easy Ways to Give Your Audience The Content They Want

By September 23, 2013Engagement

Whether you sell products or services, there are questions people have before they’ll part with their money. They might be standing in a retail aisle, comparing your product to a competitor’s or researching options for a service they need, but the reality is that 91% of people look online to get the details, answers and recommendations they need before making a purchase.

With four out of five of these searches occurring on a mobile device, there’s likely little time for someone to comb through your site or search results looking for the details they need to make a decision. This is why earning your way to the top of relevant search results pages is so important.


Do You Answer The Questions Potential Customers Have?

Knowing what information people are looking for or need before making a purchase decision is, obviously, key to providing it, right? So, how do you know exactly what questions people have?

1. Drive into keyword analytics. The keywords, phrases or questions people use to ultimately end up at your site (or your competitor’s) offers insights worth their weight in gold. Make sure you have content that ranks highly for important keywords and is written to help your audience better understand whether you’re right for them.

2. Look at your FAQ’s. Frequently Asked Questions, by nature, are those that many people have on their mind. Rather than keep them hidden or buried deep in your site, start to address them in your blog or sprinkle the information where it makes sense throughout your site to help those visitors who don’t have time to track down answers.

3. Spend time on your competitor’s sites. Look at their FAQ’s, blog and site content, and questions asked in their forums or blog posts to uncover information your audience wants that you might not have covered yet.

4. Spend time with your sales team. Ask the people on the front line about the questions that your website doesn’t answer, and therefore, they hear often. Getting a handful of salespeople in the room to brainstorm these questions will quickly surface content topics to address on your site.

5. Ask your audience. Whether you ask in person when you have those offline opportunities, or online in social media, blog posts, forums or email, take advantage of these situations to better understand their problems, challenges, pain or needs.

Use this information, in conjunction with your buyer personas and buying journey data, to make sure you’re covering all of the content needs your audience has, in every step of their journey. When there’s little differentiation in quality of products or services, the marketer who has the right information at the right time wins.