No one cares about your services or products

One of the truths of content marketing As cruel as it sounds, nobody cares what your startup is selling.

“If your purpose is to develop a content marketing strategy, you need to know that your customers don’t care what you sell. There are several techniques that can help you change your product-focused content in such a way that they talk about the needs and advantages of their potential customers and acquired customers, ”comments Jorge González, partner at the consulting firm G2, which specializes in strategies for startups and scale-ups.

For example, Semrush conducted a survey of 1,500 marketing agencies for B2C and B2C companies in 2021. The survey results show that 84% state that they have a content marketing strategy, 11% state that content marketing as a strategy is excellent, 76% of companies have teams of at least 3 people to develop and implement the strategy (which is quite a bit) and 61% measure the ROI that content marketing brings.

If you use a content marketing strategy correctly, you can get great results. Remember that the content must show how your product or service fits into the daily life of your target audience, solves their problems, meets their needs and contributes to their goals or has an impact on their daily life. For this we at G2 Consultores give you the following recommendations:

Stop focusing your content on the product / service and get it on the customer: In the past, companies have implemented marketing strategies based on the product or service; The information that the prospect received is information about how unique and spectacular it was, and encouraged them to buy something that the user did not necessarily need. Currently, people are more than informed about what the market is on, who has the best prices, they know what they are and what they don’t offer, basically they have already made a buying decision and want to convince them that you are the best instead of you To consider it as a cheap strategy, it will be intrusive on them. Do not do it…

Develop content that speaks about the problems and needs of this niche market and educate them about the possible solutions that are out there. You are doing a persuasion exercise.

The best formula for this is:

1. Define who you want to write to. To do this, you need to be clear about the problems, needs and wishes of your ideal customers. Write each line of text with the specific benefits to your audience in mind.
2. Always ask why. Any piece of content you create should be about a why, so always think about why you are writing it and why it is important to your customers or potential customers.
3. Read your content one more time before you publish it and think about whether it reflects what your prospects and customers are looking for, whether you are adding value to it so that they feel confident to take the next step and towards you To choose your competitors.