Why You Need Content Design
Content for content’s sake will get you ignored. If you’re not meeting your user’s need, it won’t get consumed. If no one is consuming it, no one is paying attention to you. If no one is paying attention to you, your business will struggle.
However, great content that meets a need will get you noticed. And getting attention is exactly where your customer’s journey begins. But outside of a hunch or a judgment call, how can you be sure your content will resonate with them? There’s only one way.
Content Design Starts with Data
To be found and have a purposeful impact, your content must be driven by information and data derived from customer research. Examining the actual behaviors – the thoughts, feelings, and actions – of your ideal customer will take you much farther than restricting yourself to a static buyer persona.
After all, buying decisions occur in real time and often involve many touchpoints. Understanding their behavior along these touchpoints can help you target your message and interact with them exactly where they’re at in the moment.
How Content Design Impacts Your Lead Generation
You know their need. Customers want to consume content that specifically speaks to them. Great content design isn’t about your company. It’s about your buyer: their needs, their concerns, their pain points, and how you can resolve them. Anything less than that will get ignored. Relevant research can uncover how a buyer expresses a need and guide you in producing the kind of content that will help satisfy that need.
You know how to speak to their need. Research can give you the exact language your ideal customer uses to describe their need. This often involves an emotional component. Content that is produced with your buyer’s own words – along with the appropriate empathic tone – will resonate with them more quickly and on a deeper level. Messages that connect will incentivize an action.
You know where to find them. Research enables us to find the right channels our ideal customer is using so we can get our message to them exactly where they’re looking. Whether your customer’s journey contains several contact points or only a few, it’s imperative you’re at these points at the right time. Doing so will strengthen both your message and your position.