How to write content that your customers want to read

The purchasing process is usually initiated on the buyer's terms – and often starts with Google

We all use Google to gather information and knowledge about a product, service or company, often before we decide to make a purchase. Many people use social media to get tips from experts or friends about the things we are interested in.

The purchase process is thus usually initiated on the buyer's terms, not the seller's. Therefore, it’s highly important to actually be seen among your competitors, provide interesting content that meets the needs of the target group, and to address their questions and concerns. Ideally, through content marketing.

What is content marketing?

Content marketing is about creating content with the aim of addressing and solving some of the problems of your target groups. In order for your content to benefit your target group as much as possible, there are three key things you should take into account.

3 things to keep in mind when you write online content

• The content must address the target group's needs, challenges and interests.
• The content should be written in a way that makes your customers want to read it.
• The content must be visible on Google and reach the target group where they are.

If you succeed in this, you have created content that not only 1) solves problems or meets the needs of your target group, 2) arouses interest, and 3) reaches your target group – you also strengthen your brand in the market. The chance of potential customers choosing you over your competitors increases significantly.

How do you then create content that meets the needs of the target group? How should you write to get your customers to read? And how do you get the target audience to find the content?

How to write the content that your customers want to read

Write about what is relevant to your target group
Content that is not relevant to your target group will neither be read nor appreciated by your customers. Instead, write about things that interest, inspire, and benefit your target group. There is also a greater likelihood that your customers will want to read more of what you have to say in the future.

Don’t write advertising texts
As a business, you meet your buyers earlier in the buying process than ever before – online and in social media. One of the challenges with content marketing is to avoid selling at an early stage, when the buyer is not ready. Many are also "allergic" to advertising and stop reading if they believe that someone only wants to sell something to them. Instead, share useful knowledge and information.

Your content should be engaging and well-written
Texts that are poorly written do not only lead to poor results, but possibly a bad reputation as well. The target group's trust decreases, and the text or article will take a longer time to read. Therefore, make sure that your texts measure up – grammatically and content-wise.

Respect your audience, but don’t fall into complicated jargon
Just because your target group consists of, for example, a group of technicians working on technologically advanced solutions, it does not mean that they want to read highly advanced content. Instead, write as simply and clearly as possible to reach your target audience – current and new customers alike.

Your content must be credible
Your content should preferably be based on provable truths, provided either through surveys, statistics, or references. Your texts should have an official author byline, and readers should be able to easily find the sources of the information you share.

Your content should benefit your business without overselling it
If the content you create doesn't support your company's business goals, the work you put in will be a waste of resources. Keep the business objective in mind when creating content; without making it all about you, that is. The time, energy and money you spend on creating good content for your target group should also generate benefits and strengthen your brand in the market.