We’ve all heard the benefits of content marketing. According to Demand Metric, content marketing generates 3x as many leads as outbound marketing and is 62% cheaper. That’s all well and good, but it’s not as easy as merely throwing up a few blog posts about web design.
Content marketing builds brand awareness, generates leads, and nudges along potential customers until they are ready to make a purchase. This is achieved through content targeted to your unique audience.
The key to successful content marketing is delivering targeted content to your audience, content that draws the right people to your website.
The fact is, the internet is already swamped with generic templates, lists, and other kinds of content marketing. You won’t be able to compete with the sea of generalized content that’s already out there. But why would you want to?
The goal of your content marketing is to attract the right people to your website, the people who would actually be interested in working with you.
Focus on the specific industry you work with the most, or the industry you want to specialize in going forward. What do you know about those business owners?
Define Your Audience
Knowing your audience is the foundation for delivering targeted content that generates leads. While these people might appreciate good web design, a blog post on the latest CSS developments isn’t going to attract many eyeballs.
Your content should be about web design, but also targeted at a specific industry and focused on helping businesses in that industry.
For example, if you were targeting veterinarians, you could create a blog post that shows how well-designed testimonials and strategically placed CTAs can help build trust and increase conversions for a veterinarian site.
Create quality content that offers solutions to the problems your specific audience faces. Your content is going to be more valuable to your audience if it’s made just for them, and they’ll be more likely to approach you when they decide to make a purchase decision.
What Makes Your Voice Unique
Other web designers are likely selling a similar product as yours. You need to let your potential customers know what makes you better, and at the very least, different from your competition. This is where your content can set you apart. By being a voice that’s worth listening to, you position your company as a trusted source of information that is worth buying from.
8 Content Ideas to Get You Started
Here are eight ideas for web designers to start creating audience targeted content:
- Create a series of blog posts that illustrates how web design elements can be used to boost conversions in a specific industry.
- Email design templates for a particular industry.
- An ebook featuring ideas and suggestions for a website within a particular industry.
- A case study on a well-designed website in a particular industry.
- A blog post comparing the pros and cons of buying a logo vs. sourcing a free template.
- A video series highlighting the importance of UX in a specific industry.
- A blog series debating the pros and cons of buying a custom made website vs. a ready-made theme.
- A PPC Ad template designed for a specific industry.
Always keep your audience in mind and create content that is valuable to to them. Don’t squander your content marketing efforts:
- Define your audience.
- Make a plan.
- Deliver targeted content.
Content marketing is about attracting prospects to your business. Instead of reaching out to find each new customer, your content can draw the right people to your website.