There’s a simple process you can use to create complete content. Use it as a checklist, ensuring you check off each step. The end result will be a great piece of content that informs your readers and encourages them to act.
Get to Know Your Audience
If you don’t know who your website is talking to, it’s probably talking to no one. When you don’t know exactly who your audience is, you aren’t able to answer specific questions, inspire customers, or effectively communicate with them.
Start by identifying your target audience. What drives them? What’s preventing them from realizing their goals? What issues can you help them solve? What topics are they interested in learning more about?
Research The Questions They’re Asking
Once you know your target audience, you can figure out what kind of topics they’re trying to learn about. You need to step into their shoes. Start reading the blogs they read, listen to the podcasts they listen to and use websites that are important to them.
Once you identify their areas of interest, research questions surrounding your audience’s topics of interest. Use tools like Answer the Public and BuzzSumo to find out more. Compile a list of all the questions your audience has and start answering them.
Educate and Inform with Helpful Solutions
The best part about the Internet is that it’s full of solutions for our everyday problems. And typically, our most trusted resources are those that help us navigate those problems.
Complete content allows your target audience to solve their problems. Build content that’s rich with media, highly useful, easy to interact with, and most importantly, engaging. Go deep into the topics and leverage your expertise by providing value with:
You need to spark the curiosity of your readers and keep them interested throughout an entire piece of content, or through multiple pieces of content.
Make it Easy for Them to Take Action
Remember, there are two main types of action you want people to take: actions on your site or actions in their lives that encourage them to revisit your site.
You can make it easy for people to take action on your site by including thoughtful instructions. Through calls to action, encourage them to buy helpful products, sign-up for newsletters, follow you on social, etc.
You can make it easy for people to take action in their lives, too. Provide them with resources that will allow them to easily take those actions. Give them checklists, step-by-step guides, other content to explore, etc.
When you inspire your audience to take action, you’re either going to convert them into customers or start building relationships with them. In the latter case, one day you may end up turning them into customer anyhow.