If you’re creating a LOT of content, spreading it out all across your platforms and you’re not getting the results you’re looking for, your content could be creating gaps instead of filling them.
When you consider that your audience is looking for you to acknowledge and answer the questions and objections they have BEFORE they’ll be ready to buy what you’re selling, you will be focused on planning and creating the content that fills the gaps that you recognize they have.
When you consider that every potential customer goes through a journey, a process of discovering that they have a problem and learning about you and how you can help them overcome their problem, you’ll be able to anticipate the the questions, concerns and reasons (AKA gaps) for them to delay saying yes. With this awareness you can design your content to meet them where they are along the journey (AKA fill the gaps).
You’re already investing time and resources into content marketing activities, don’t you want to make sure you’re doing everything in your power to make sure you’re working toward achieving your goals?
Successful content is designed to raise the awareness of your audience to the challenges they’re experiencing that your product solves, and as a leader who provides the solution, you’re supposed to know enough about the problem to help support the transformation, right?
When you know your intended customer well, you’ll have insight into their deepest desires and motivations. With this information you can create and publish content that is relevant and useful to your intended customers because it fills the gaps between the problem and the solution. Your audience doesn’t care if you’re not helping them win.
It’s great that you love what you do and you enjoy being a creator….but sir/ma’am, if you’re not focused on the value that your offer provides your audience won’t be either.
If your content isn’t filling a gap, it’s creating a gap…and consumers who have gaps don’t buy anything.