Nine ways of winning your buyer’s heart through content marketing

Relationships in marketing are hard to build. However, there are some ways a marketer can make a lasting and meaningful relationship with their customer. This relationship should be by delivering targeted and relevant content. Here are ways to win a client's heart.

1. Know yourself

You need to understand yourself, the product you are offering, and what makes it stand out. You need to take your time to identify your weaknesses and strengths. Start by building a content board of stakeholders across the organization. This will help in developing a long lasting relationship with your clientele.

2. Knowing your buyer

Once you identify the real “you,” then you can get people who have compatible needs with those of your brand's expertise. Identify the major concerns and characteristics of target clients and compare them with the organization's strengths. This will lead to the discovery of common interests that can result in meaningful content.

3. Building your game plan

This comes after understanding your strengths, needs of the buyer, and the themes to be tackled with content. Creating content that is just enough to be used in marketing campaigns should not be a struggle as most marketers think.

Content pillar approach will allow you to get just one piece of material that will tackle a particular theme. After that, it can be broken down into assets that are derivative and serve marketing channels, buying stages and personas.

4. Get internal buy- in

A great game plan cannot succeed without an executive buy- in. Bringing company members beyond marketing into the decision-making process and ideation make key stakeholders see the value that content that is buyer- centric brings to all their roles and the entire organization.

5. Communication across the organization

It is important to have communication regularly about marketing efforts in the organization. Without it, there is a high risk of providing irrelevant, inaccurate or inconsistent content experience for the clients- which might lead to mistrust.

Therefore, product and sales teams need to understand your initiatives for all quarters and find the content developed for those initiatives.

6. Reach the buyers wherever they are

The relevance of a message does not matter if it doesn't reach the right people. You have to be strategic about the strategy used for distribution. You have to ensure buyers are served at all stages from awareness to customer support teams and sales.

7. Leverage those who influence you

A good way of improving your chances is by getting support from a third party. If those who follow your buyer respect and praise you, they will look your way. Reach out with relevant content to both your client and your influencer's audience. You need to engage regularly with them on social media to continue nurturing the relationship.

8. Track what is working

It is important to not only be tracking vanity metrics like social engagement and unique visitors but also how you content drives revenue and the conversation involved in the later stages of the buyer's journey.

9. Optimizing your experience

Building a relationship that lasts is not rocket science. That means you have to expand what is working for you and cut what does not. In some cases, it even implies reducing clients who are not the correct fit for your services and products.