Learning to be a successful Contentpreneur requires a different kind of thinking than most business people use. It’s no longer ok to say that “our market is everybody with a pulse” or that “anyone can use our product”. You’ve got to start thinking, writing and talking to narrow segments of the audience in your content.
Why? It’s because we live in a different kind of a world. Twenty years ago, we all went to Sears when we needed tires for the car. We walked in the front door (past the washing machines), down the aisle past the Christmas decorations, turned at the ladies slacks, and headed to the auto section. Then — if we were lucky — we found a guy who’d ask us lots of questions about our car.
Now, people will type something like this into an online search engine:
- Off-road tires Toyota four-wheel
- Cheap used tires for Hyundai beater
- Which tires get the best gas mileage?
- Are there tires that are eco-friendly?
If your site has information that maps to this kind of question (with some or all of the search terms and related information), it’s much more likely that these potential customers will arrive at your business than somewhere else. And once those customers arrive, if you do a good job of answering the questions and impress the customers with your willingness to share information openly and candidly, it’s very likely they’ll buy from you.
So if you sell tires (0r wedding dresses, or paint, or ammunition) you could just say “WE SELL TO EVERYONE WITH A PULSE” and be done with it. But when people type in search queries like these, you’re going to lose out:
- Wedding outfits for dogs
- House paint that covers blood stains
- Cannonballs for my medieval pot-de-fer
So here’s an exercise for you. Write the “generic” thing that you sell at the top, and break it down into ten very specific sub-categories that you could write about for different customers.
Generic: _____________________________________
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