January 28, 2019 All, International Business

Why Creating Good Content Is Vital For Customer Acquisition

Will Jessett
Will Jessett
Brand Author


    In today’s world, there are many different ways of acquiring customers, and one of
    the most valuable methods is content marketing. What many people that are new to
    content marketing, or marketing in general, don’t realize is that to effectively acquire
    customers and leads through content, you have to know what good content looks
    like, when to deliver it, and who to deliver it to.

    What is ‘good’ content?

    You may be wondering what classifies content as ‘good’. I would put it this way;
    anything that can provide value and that resonates with your target audience is good
    content. The value that a piece of content can provide is different for each platform,
    topic, purpose and audience, and you can usually tell the value that a piece of
    content aims to provide just by looking at the title. For example, if you post an article
    on LinkedIn titled ‘How My Digital Marketing Success In 2018 Can Help You In
    2019’, then it’s clear to see that the article aims to provide educational value to its

    What does good content look like?

    Good content doesn’t come in a particular format or style: it can be an article, blog
    post, e-book, video, graphic, podcast and more.

    Although good quality content comes in a range of formats and styles, most of this
    content is created using a similar set of rules when it comes to structure. For
    example, the rules typically used for written content include the following:

    • Use a descriptive title that tells the audience exactly what to expect from the
    • Use headings and subheadings to organise and tell the reader what they are
      about to see
    • Long paragraphs should be broken up into chunks of about 4 – 5 lines
      Include a relevant call-to-action
    • Use videos and images to break up and add variety to text-heavy content

    These rules are used to provide value to your audience’s reading experience and
    increase your credibility with each post.

    Consistently creating in-depth and well-structured content covering topics in your
    business’ niche allows you to build a reputation based on your knowledge and
    experience in your industry.

    How does this help with customer acquisition?

    One of the main things that many people seem to forget is that acquiring customers
    through content marketing doesn’t happen overnight. Creating content shouldn’t be
    for the sole purpose of driving sales: this should certainly be considered, but it
    shouldn’t be your primary focus.

    The key to content marketing is to build a relationship with your audience through
    consistent, valuable content that is made to meet their needs and expectations. Your
    main focus when creating content should be your audience. What do they want to
    see? What will benefit them the most? Do they have any questions that you could
    answer? What problems do they have that you can help solve?

    Answering these questions helps you to come up with new content ideas that will
    fulfill your audience’s expectations and requirements. By giving your audience
    something of value, you are more likely to have regular returning visitors to your
    content on various platforms. In short, you could become one of their main go-to
    places when they have a problem that needs solving or a question that needs
    answering or when they are looking for information or entertainment.

    It may come as a surprise, but when it comes to business, it’s not the goods or
    services that matter most: it’s the interaction. At our core, we are all emotional
    beings and when it comes to making a purchase, it’s often the emotional and social
    factors that influence a person’s buying decision. That’s why high-quality content is
    so valuable because you can start to build an emotional connection to your audience
    that can lead to sustainable growth in conversions.

    What is the buyer’s journey?

    When creating content to fulfill your audience’s needs, you need to remember that
    not all members of your audience will have the same needs and they will be at
    different stages of the buyer’s journey. The buyer’s journey is the process that your
    prospects go through that result in their decision to make a purchase. There are
    three different stages to the buyer’s journey: Awareness, Consideration, and
    Decision. Throughout the different stages, your prospects’ content needs and
    behaviours will change depending on their stage on the buyer’s journey. To make
    your content marketing ventures a success, you need to ensure that you are
    providing high-value content to your audience throughout these three stages.

    How does this link to inbound methodology?

    One thing that will definitely help when it comes to creating content for the stages of
    the buyer’s journey is incorporating inbound methodology. The inbound methodology
    is the process of turning complete strangers into promoters of your business, through
    valuable content delivered at the right stages of the buyer’s journey.

    Using an inbound methodology, you use a range of content in different formats, to
    attract, engage with and please your customers. Similar to the buyer’s journey, the
    inbound methodology is made up of different stages: Attract, Convert, Close, and
    Delight. A good way to think about it is that inbound methodology is essentially the
    seller’s journey and what types of content they should be publishing depending on
    their prospect’s buyer’s stage.

    Content types like blog posts and forms of socials media marketing are used to
    attract people to your content and turn them into regular visitors to your blog, website
    and other platforms.

    By showing off your expertise through in-depth content on landing pages and
    including relevant call to actions, these visitors are likely to fill out forms and can then
    be converted into leads.

    Following up by email and nurturing these leads through content such as case
    studies and testimonials you can then begin to turn these leads into closed sales.
    Finally, through surveys and event offers after the successful close of business, you
    are able to turn your happy customers into promoters of your business.


    To summarize the points given in this article, content marketing isn’t about trying to
    boost sales with one piece of content, but rather steadily and consistently increasing
    sales through valuable content.

    To a build a trustworthy and long-lasting relationship with your audience, your
    content must provide them with some form of value. Being a reliable source of
    information and being able to solve problems for your audience means you are more
    than likely to be one of their main sources of quality content.

    Rather than treating your audience as one entity, you need to recognize the
    individual members of your audience and the challenges that they face. By doing so,
    you can create content to support them through the different stages of the buyer’s

    By understanding the buyer’s journey and how it links to inbound methodology, you
    can create a process that not only supports your audience through the buying
    process but also supports your strategy for customer acquisition through high-quality


    Will is a digital marketing professional and creates a range of content and manages the website development for Inspired B2B Marketing. He has a good understanding of different content marketing tools and techniques, and how to create content for different purposes and audiences.
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