Creating Three-Dimensional Content for Inbound Marketing

By Scott Anderson Miller

At the heart of inbound marketing is content. Great content attracts qualified people to your website because great content no matter what form it takes, is always interesting and engaging. Using content to attract people to your website and then to convert those visitors into leads and customers requires a superior approach to content creation. Creating great content doesn’t happen accidentally. It’s planned. But so much content on the Internet is flat and lifeless. It’s one-dimensional.

Here’s some advice to help you create more attractive, more engaging, three-dimensional content:

  • Know your audience: In order to create content that “speaks” to your target customers, you must first identify that target customer. You may have multiple buyer-types for any given product. Creating buyer personas based on the needs, desires and motivations of a particular buyer profile makes it easier to create attractive content. Understanding your buyer personas helps you decide on your content form (written, photos, infographic, videos) and frequency of content delivery.

  • Connect your products with people: Inbound marketing is all about creating connections between people and products. Your content is the connective tissue between the two. Conveying the benefits of your products in an interesting, engaging manner is the inbound way. Rather than shouting about your product features with interruptive messaging, create a connective path to your products, making it easier for people to buy. You do so by inviting customers to be a part of the process and by providing meaningful solutions via valuable content.

  • Be aware of your customer’s location in in the purchase path: Each of your customers walked down a purchase path. From initial attraction to engagement and, ultimately, a product purchase, each of your customers found you and completed a journey. Knowing where a particular person is in the purchase path helps you create more meaningful, connective content. Here are some suggestions that can show you how this can be done:

    • You can generate educational content for visitors who are researching.

    • You can create valuable downloadable content for visitors who are shopping as a means of directing the visitor and turning him or her into a lead.

    • You can deliver content like coupons, free product demos, or promotional incentives to reward leads nearing a purchase action.