The Oxford Dictionary defines compelling as:
Evoking interest, attention, or admiration in a powerfully and irresistible way.
This definition is a perfect description of the impact your content should have on your target audience. As the fuel that powers your inbound marketing engine, compelling content is useful and relevant information provided to a prospective buyer at exactly the right time to maximize its impact on a future purchasing decision.
What makes content useful and relevant is its educational value. Compelling content is not a sales pitch. It’s a progression of educational materials that help buyers (1) understand the nature of their problems, (2) evaluate solutions to those problems and (3) make the best possible purchasing decision when it’s time to buy.
Inbound marketing is the recognition that buyers, not sellers, are in control of the buying process. They have no interest in being sold. They respect vendors who are problem solvers and they develop trust in those who genuinely help them to solve problems in the most effective way. The key to creating compelling content is to understand your buyer persona and provide educational content that maps to each stage of their buying process.
Is your content truly compelling? Does it map to the stages of your buyer’s journey? Does it directly speak to the issues and interests of each of your buyer personas? Have you done a content audit to find the gaps in your content inventory? How effective are your content assets in attracting visitors to your website and converting them into buyers? Is it time to refresh some or all of your content?
If you need help creating content for your inbound marketing engine, I can help determine which content will have the highest impact on performance and then design and develop it for you. To learn more, click on one of the links below to contact me or to download a free inbound marketing assessment.