Unlock Your Website’s Potential with Product-Focused Content
By Tom Seest
At WebsiteBloggers, we help website bloggers develop strategies to create content, traffic, and revenue from website blogs based on our experiences and experimentation.
No matter whether they’re current customers, social media fans or followers, email subscribers, or casual browsers from Google – prospects are somewhere on an awareness journey that requires targeting them with copy that meets them where they are. It is vital that businesses understand where these prospects stand so they can target them appropriately with copy that speaks directly to them and meets them where they are.
At this early stage, they’re exploring possible solutions to their issue or desire. Content like product comparisons and reviews can help narrow their options down further.
Table Of Contents
At this stage of the buying cycle, your prospect knows their problem can be solved by your product but isn’t ready to buy yet. Generating content pieces targeted to this stage is a great way to build up your credibility as an authority while simultaneously generating leads – using your website blog, writing articles that address their pain points, or creating videos tailored directly towards their struggles – the goal being moving them from Unaware into Problem Aware then Solution Aware status over time.
Content creation for this stage requires extensive research and planning. At this point, you cannot assume your audience understands the problem and its symptoms; thus, it’s vitally important that you create a unique point of view that sets you apart from competitors.
Your goal should be to introduce them to their problem in a different light by emphasizing its effects on their life and how avoiding this issue will have an effect on their future. Your goal should also be to make them feel understood while emphasizing the need to find a solution for this issue; case studies, customer testimonials, influencer reviews, or any other forms of social proof can be an effective way of showing how your product works and its worth.
At this stage, your prospects are evaluating their options and comparing them against yours. They want more details on your features to see how they distinguish you from competitors and research product effectiveness. Therefore, your website must include product pages, category pages, and landing page content so your prospects can easily search Google to locate relevant information and content about you.
As well as blogging on your website blog, other channels may allow you to reach your target audience more effectively – for instance, Facebook, Twitter, YouTube, and Instagram are great for this purpose. In order to effectively reach them online and use search engines effectively to reach them – keywords relevant to the topic and local modifiers (if selling cycling isotonic drinks, include “cycling” in the title and description, for instance) should all help ensure success in reaching customers.
Once you know who your prospect is and their specific problems and pain points are identified, create content that speaks directly to them and gets them moving toward purchasing your product or service. Be wary of creating sales pitches or touting all your features; doing so could cause them to leave permanently.
Instead, focus on how your product will improve their lives for the better. Create an image of what life would look like after they invest in your product – what changes may occur and why this investment would be such a good idea. Be sure to include testimonials and success stories from past customers for added credibility and trustworthiness.
Repeat customers can become brand ambassadors if you let them know that your other products can help alleviate further issues, drawing them back to your website to explore possible solutions to ongoing problems. For instance, if you sell isotonic drinks, invite repeat customers to your Discord community of sports lovers and share their experiences. You could then offer gated content about how other isotonic drinks could alleviate further difficulties, like stress during workouts or getting adequate rest after training sessions.
Blog articles are ideal for reaching prospects at all three awareness levels, but it is wise to consider other forms of content when creating an effective marketing plan. For instance, creating an animated video explainer may be beneficial when targeting Completely Unaware Prospects as well as Problem Aware Prospects; similarly, competitor comparison videos might reach Product Aware prospects who are exploring similar offerings from competing businesses.
CTAs aim to encourage prospects to subscribe to your email list, purchase products from you, or take other actions on your website. One effective method for accomplishing this goal is providing prospects with something in return that would entice them: for instance, providing information such as how much money can be saved following your advice or that 50,000 other businesses have already done something similar to create FOMO (fear of missing out).
As you craft your CTAs, make sure that they address the needs of your audience at each stage of awareness. For instance, if they are at the Problem stage, demonstrate how your products can assist them in solving their problems through case studies, success stories, testimonials, or influencer reviews.
The solution stage occurs when your prospects know exactly what results they desire and are considering various solutions to achieve those goals. You should focus on highlighting the value your products provide at this point to encourage them to choose them over competitors; offering discounts, special deals, or free content available exclusively for repeat customers may help do just that.
First-person language will make your CTAs more personal and appealing, creating urgency with phrases such as: “Download now” or “Start today.”
An effective call to action must be straightforward and uncomplicated for prospective customers to click it. Furthermore, its wording should entice people into clicking and discovering what lies beyond it.
Make your links clickable by including some form of visual cue, such as a button or text overlay that stands out on the page. Position this feature where your audience is likely to notice it – such as at the top or bottom of blog posts, sidebar widgets, or widgets – then use website visitor analysis tools like heatmaps and scroll maps to test their effectiveness.
At this stage, your prospect is already aware of their problem and has started searching Google with queries such as “How can I improve my back.” Providing content on your website that answers such inquiries gives you the chance to demonstrate that products from your company may also provide solutions.
The content you create at this stage must be both informative and persuasive. A blog article such as “5 tips to prevent office back pain” would make an ideal starting point; furthermore, be sure to include a link back to your product page so they can gain further knowledge about ergonomically designed office furniture from you.
At this stage, your prospect is likely considering different products and may have narrowed it down to two or three. Offering a review of competing products in your website blog can keep them engaged while giving them all of the information needed to make an informed decision.
At this stage, try not to push too hard on sales; doing so could alienate them and turn off potential customers. Instead, create gated content – like case study videos – which show your product has solved particular customer problems.
Try attracting potential customers through social media and forums, with the intention of getting them to subscribe to your newsletter and establish relationships. Search listening tools are a great way of keeping track of what prospects are searching for or asking.
Once you have an audience subscribed to your service or product, it is time to start offering more valuable content to keep them engaged and increase trust in you as a business. Send them product demos or multi-part tutorials via email or webinars while creating online communities or quizzes as ways of keeping subscribers engaged with what you offer while building trust in you as a provider.
Please share this post with your friends, family, or business associates who run website blogs.