As startup founders and marketers, we've all heard the phrase "If you build it, they will come." It's a comforting idea that has led many astray, not just in product development, but in content marketing too. The harsh reality? Simply writing content doesn't guarantee readers. Let's dive into why this approach fails and how to create content that truly resonates with your audience.
The Myth of Automatic Readership
When I first started building my CMS, Wisp, I fell into this trap. I wrote endlessly about CMS features, thinking that if I just put enough technical content out there, developers would flock to my product.
Spoiler alert: they didn't.
The problem?
I was writing what I wanted to say, not what my audience needed to hear.
Understanding Your Audience: The Key to Effective Content
The turning point came when I shifted my focus from my product to my audience. For Wisp, that audience is primarily early-stage startup founders.
And here's the crucial insight: these founders aren't waking up thinking, "How do I add a blog to my website?"
Instead, they're grappling with questions like:
How do I boost revenue?
How can I drive more traffic to my site?
What's the best way to nail my YC application?
How do SAFE notes work, and are they right for my startup?
What's the most effective way to distribute my content?
Should my first marketing hire be a senior strategist or a junior executor?
By addressing these pain points, your content suddenly becomes relevant and valuable. It's no longer about your product; it's about solving real problems for real people.
The Art of Audience Research
So, how do you uncover these pain points? The answer lies in deep audience research. Here are some strategies I've found effective:
Listen to online conversations: Join forums, Slack channels, and social media groups where your target audience hangs out. What questions are they asking? What problems do they complain about? This technique, often referred to as a "Sales Safari," is a powerful way to understand your audience's needs and create targeted content.
For an in-depth guide on how to master this technique, check out our article on Sales Safari Mastery: The Mega Guide to Mind-Read Your Audience and Creating Wildly Successful Content Bombs.
Conduct interviews: Reach out to potential customers for short chats. Ask them about their challenges, goals, and day-to-day frustrations.
Analyze search data: Use tools like Google Keyword Planner or Ahrefs to see what your audience is searching for online.
Monitor competitors: What topics are your competitors covering that get the most engagement?
By incorporating these research methods, especially the Sales Safari technique detailed in the linked article, you'll gain invaluable insights into your audience's needs and pain points. This understanding forms the foundation for creating content that truly resonates and drives engagement.
From Audience Insights to Valuable Content
Once you understand your audience's needs, it's time to create content that addresses them. Let's take the question "Should my first marketing hire be senior or junior?" as an example.
Instead of a dry comparison of job roles, you could write an in-depth piece that covers:
The pros and cons of hiring a senior vs. junior marketer
How to assess your startup's current marketing needs
Case studies of startups that made each choice and the outcomes
Tips for managing and supporting each type of hire
How to set up your marketing infrastructure to succeed with either choice
The Subtle Art of Product Integration
Now, you might be wondering, "This is great for my audience, but how does it help me sell my product?" This is where the art of subtle product integration comes in.
While providing value through your content, you can gently showcase how your product solves a related problem. For instance, in our article about hiring marketers, we could include a section like this:
"Regardless of whether you hire a senior or junior marketer, having the right tools in place can set them up for success. If you're considering content marketing (which we highly recommend), a user-friendly CMS like Wisp can be a game-changer. It allows you to start creating content now, even before you make your hire. And when you do bring a marketer on board, they can manage the content without needing developer support, saving you time and resources."
This approach accomplishes several things:
It provides genuine value to the reader
It positions your product as a solution to a real problem
It demonstrates that you understand the broader context of your audience's challenges
Building Trust Through Consistent Value
The key to this strategy is consistency. By continuously providing valuable, relevant content, you position yourself as a trusted advisor in your field. You're not just selling a product; you're helping your audience navigate their challenges.
Over time, this builds a relationship. By the time a reader is ready to make a decision about a CMS, your product is already top of mind. They've seen, through your content, that you understand their needs and can provide solutions.
Content Marketing That Connects and Converts
Remember, great content marketing isn't about what you want to say. It's about what your audience needs to hear - with a gentle nudge towards how you can help.
By deeply understanding your audience, creating content that addresses their real needs, and subtly showcasing your product's value, you can create a content marketing strategy that not only connects with your audience but also drives conversions.
It's not about building it and waiting for them to come. It's about meeting your audience where they are, addressing their needs, and guiding them towards your solution.
Now if you are rethinking about starting out a blog on your site or getting more consistent in producing audience-centric content, check out wisp! (see what I did there?)
