I’ve got some good news and some bad news…
The bad news is that getting your website live was the easy part. InMotion Hosting makes sure of that! The hard part is still to come…now you need to develop content for your site that will attract, engage and convert visitors into prospects and ultimately customers.
The good news is that there is a tried and true framework for developing a content plan to ensure that your site can attract qualified visitors and will engage those most likely to become customers.
In this post I’ll share this framework to help you evaluate your business and customers, and develop a strategic content plan to help you meet the needs of your target market, and in turn your own business objectives.
4 Steps to Building a Successful Content Plan
The following steps walk you through a research oriented planning process designed to build a content plan based on the needs of your target market. Rather than the usual brochureware and marketing speak we are aiming here to develop content that answers questions and helps potential customers reach a decision to buy from you. By the time you’re through with this process, you will have created a content plan designed to attract and convert the most qualified visitors to your website.
Step 1: Define the Buying Cycle in Your Business
Your business’ buying cycle in the simplest sense is the journey your customers follow in order to buy a product or service. The customer journey will be different for different industries, longer or shorter depending on the nature of the product. Generally speaking however, a buying cycle follows this basic process…
The breakdown itself is simple enough to understand, the question here is what does the buying cycle in your business mean for content? Let’s take a look at the buying cycle from both a customer’s and content strategist’s perspective to tackle each stage head on.