Creating a reader persona
We need to match our content to the state of the customers mind. Having variations of topics ensure we are moving new buyers to actually become customers.
The largest section of your potential readers will be ones that are aware of your service, but who are not ready to make a purchase. They may have found you through social media or your website. The best content for them is educational. There should be no product information in this content. For example, as a design and marketing company I share on my blog my expertise on how to edit photography, create Ebooks, best practices from marketing. This materials are created to help educate my audience on my expertise in marketing and design.
Next, a smaller section of our readers are ones who are engaged and interested with your content, and is potentially a sales lead. This person knows who you are, and you might be nurturing them over time. For those customers write topics on guides on how to purchase your services or products. Guides that will help these people make a decision to purchase your services. Tell them about your product or service and what is the core advantage they have.
Last but but one of the most important content items should be written about the person who is very close to becoming your new customer. Write topics about your products that are promotional for your product or your service. For example, some ideas could be pricing sheets or case studies. You really want to show a customer that your product is the correct choice.
Now that you understand your different readers persona, I hope you create engaging articles that will help to move your readers through the different stages to eventually become your new customers.