Kickstart a Content Strategy (Inhouse) and Attract More Buyers (How To)

Starting a content strategy can be confusing. Many ask, “Where do I begin? Am I creative enough? Will anyone read or watch my content?” These worries are common. By the end of this article, you’ll know exactly where to start and what topics will engage your audience.

Why? When you make content in-house, you control its quality and message. You don’t risk miscommunication or off-brand messages from outside sources. Ownership is power. Taking content creation in-house ensures a seamless alignment with your brand’s voice and values.

Taking it in-house seems daunting, but this is the most efficient, cost-effective way for most businesses.

Why? Sales teams interact directly with potential customers, making them a treasure trove of insights. Their daily encounters can inform the direction of your content by pinpointing the audience’s needs and questions.

Your sales team knows what your customers ask and need. By regularly talking to them, you get a direct line to your audience’s concerns. This insight shapes content that answers real questions.

• You will need to write down the questions and objections they face daily.
• The questions are the titles of blog articles.
• The answers are the articles themselves.

Why? When you talk about what your audience cares about, they listen. Tackle their fears, doubts, and questions. This way, they see you as a solution, not just another brand.

Feedback from sales teams shouldn’t be stashed away.

• Those insights become your best content.
• Content based on these insights also excels in Search Engine Optimisation because customers type these same questions into Google daily.

Therefore, every concern, question, or objection from a potential customer is a topic begging for clarification.

Why? People are smart; they know when they’re being sold to. Offer pure, fact-based content. It builds trust, and trust turns viewers into customers.

Modern consumers are savvy and can spot a sales pitch from miles away. By offering objective, non-biased, and purely educational content, you position your brand as a trusted resource.

• If they smell a sales pitch – wave goodbye.
• Be prepared to talk about flaws as well – nobody trusts a flawless product. In fact, readers will keep googling until they find out what could go wrong. Get ahead of that and discuss these matters openly.
• Do this, and you build trust.

Your mantra: Trust over Transaction

Why? Hard sales pitches turn people off. Instead, focus on providing value. When they trust you, they’ll consider buying from you.

People are more likely to engage with brands they feel are genuine. If they detect an undercover sales pitch, they’ll tune out. Build trust first; sales will naturally follow.

Why? Different people consume content differently. Some read blogs; others watch videos. By making a mix of content, you reach a wider audience, increasing chances of engagement.

• You want to deliver content in the format that people want to consume it in.
• At first, you’ll be writing articles/blogs.
• These blog articles will later form the content for videos.
• You will slice and dice blog articles into multiple posts for social media.

From detailed blogs and insightful videos to snackable social media posts, diversify your content. Each format reaches a different segment of your audience, increasing overall engagement.

Why? No one knows everything. Expert guidance can help you sidestep pitfalls and make your content more effective. It’s an investment with high returns.

The content landscape is vast and full of pitfalls. By seeking guidance from seasoned professionals, you can avoid common mistakes and fine-tune your strategy for maximum impact.

Let’s crunch the numbers:

• An investment in a coach will cost you less than outsourcing content to an agency.
• The investment in a coach is actually an investment in an internal competency that you will tap into for years.
• The outcome of a coaching relationship is independence. Alternatively, a relationship with an agency is long-term, and your content stops when the relationship stops.
• These considerations and the cost savings of taking it in-house affect your return on investment.

Why? Don’t just wait for Google to find your content. Use it in your sales process. It can answer objections, reduce decision time, and increase sales.

• While SEO is crucial, don’t solely rely on search engines to bring traffic.
• Get your content in front of people. Do this actively.
• Integrate your content into the sales process to speed up sales cycles, bolster conversions, and increase overall sales.

Important: Use your content in emails and social media posts. Share it. Distribute it.

Content isn’t a separate task. It should tie into all parts of your business. This holistic approach ensures a consistent, effective brand message.

• Think about who makes it.
• Think about who shares it (in emails, on their LinkedIn posts, etc)

After a few weeks of nagging salespeople for questions, you will have a backlog of content. Discuss, prioritize.  Ensure content forms part of the weekly discussion.

Ask salespeople what content they believe would be more helpful to them. Ask them how they’re using it and what could be done to improve it.

Crafting a robust content strategy isn’t just about creating articles or videos; it’s about understanding the needs of your audience and delivering value consistently. Small-to-medium-sized businesses already understand their customers intimately. It’s time to turn that into a deadly weapon and channel that strength through a content strategy.

As you hone your approach, you’ll find that the returns – both in terms of engagement and ROI – are well worth the effort. You’ve got this!

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Hi, I'm Jonathan, founder of Competitive Plays
I help analyse how customers find you and buy from you.
Then, we deploy strategies to optimise your success at each node on your buyer's journey.
One of those strategies is your content marketing strategy, and I help businesses that want to take this in-house. 
If that's worth a chat, book a FREE 50-minute consultation with me.
Find out more at https://competitiveplays.com