Tips for high-quality content for customer acquisition

Companies can only stand out and attract the attention of potential customers with high-quality content.1. who would you like to address?First, think about who you would like to have as a customer and create a detailed profile of your ideal customer (persona). In addition to the position in the company, professional pain points, information behavior and the keywords with which the persona searches for information are also important.2. at what point in the purchasing process is your desired customer?A prospective customer who is at the beginning of their customer journey needs different information than someone who has already gained an overview of the topic and the offers on the market. The choice of content format and the selected depth of information depend largely on the individual situation.3. what message do you want to convey?What do you want to communicate? What key messages do you want to make? And how do you want the recipient of these messages to perceive your company? The strategic orientation of your communication with potential customers forms the foundation for content creation.4. how does the desired customer benefit from your message?The benefit or added value of the content is a decisive success criterion for arousing the interest of potential customers. The content should therefore not be promotional, but should actually help the recipient with their problem or need. Therefore, define in advance how exactly the recipient should benefit from your content.5 Which content formats are possible?Depending on the persona's need for information, you can choose attention-grabbing content such as infographics, e-books or checklists for lead generation. In-depth content such as use cases or video tutorials are suitable for developing leads. And you can convince leads with product samples or demo versions.6. do you have sufficient resources for content creation?Depending on the content format, the creation of content involves different levels of effort. You need the appropriate resources for this - from the input provider to the copywriter, graphic designer or even cameraman through to the corresponding technical equipment.7. is there already a content marketing or editorial plan?What content is already available to you? Do you need to create completely new content? A content marketing or editorial plan is recommended to keep track of who in the company has to create which content when and when it is to be played out via which channel.8. how should the content download affect lead maturity?You can use lead scoring to determine how far the prospective customer has progressed in their customer journey. Therefore, give the lead a fixed point value for each downloaded or clicked content. As with "growing" interest, add up these values until a predefined threshold value for sales maturity is reached.9. does the content created meet formal quality criteria?Is your content linguistically correct, well structured, graphically prepared and legally compliant with regard to copyrights, image licenses, etc.? Always remember: your content is like your company's business card and should therefore make a positive impression.10. is the content of high quality?The content created should always be free of advertising, logically comprehensible and convincing - and support the persona in their purchase decision. To permanently optimize your content, measure which content was clicked on particularly often or which was most likely to lead to a purchase.This checklist is an excerpt from the e-book "Content - the key to successful lead management", which contains numerous practical examples as well as a clear matrix. This shows which content is suitable for which phase in the lead management process. Interested parties can download the free e-book at http://www.sc-networks.de/download?n6=1 download.