By now I think everyone agrees that having good content on your website is important. You also need a strategy behind the content to turn website visitors into customers. Time and time again, in my own search for answers on the internet, I’ve downloaded content without knowing what the next step was… there wasn’t a call-to-action (CTA) on how I could learn more or actually get the product/service.
Here are four things to consider when setting up goals for your content:
- Who are you creating the content for (persona)?
- Where are they in the process of buying (buyer’s journey: awareness - consideration - decision)?
- Why should they care (pain point)?
- What do you want them to do as a result of reading/downloading the content (CTA)?