You’ve probably heard of content positioning, but do you really know what that means??

This is the easiest way to explain it; Content positioning is getting your content in front of the right people at the right time to increase the probability of making conversions.

Sounds simple, right?

It is- as long as you have a step-by-step plan to position your content so it will stand out from the competition and connect with your target audience. Here’s where you should start:

Map the Buyer Journey

This truly sets the foundation of your success. You need to know exactly how your target audience moves through the process of becoming aware of your company, getting interested in what you do, wanting your products or services, and reaching that final step where they’re ready to purchase.  And you know what you need to create that map? Research.

Tip: Create a basic buyer persona for your ideal clients by taking 5 minutes to write down the characteristics of your 3 best clients and the problems they’re facing. That helps you address the questions they might have at each stage of the journey as they’re becoming aware of your brand, becoming interested in your products and services, and making the decision of whether to buy.

Create Your Messaging Strategy

There are lots of people who do what you do, and your messaging has to convince potential clients that you’re the best one for the job. You do that by creating content that clearly defines what makes your brand unique and showcases what sets you apart from your competition. But you can’t stop there! You also have to create a voice for your company that represents your brand and forges a strong connection with your audience.

Tip: Develop a tone and voice that shows who you are and what you stand for. Think about how you’d speak to a potential client if you were face to face.  It can be casual and conversational, authoritative and informative, or fun and a little bit quirky. You can choose to tell a story with your content, inspire your audience, or bring your brand’s vibrant personality to life through your words and phrasing. Whatever tone you choose, it’s important to keep it consistent across all channels and formats.

Choose the Right Channels and Formats

Congratulations! You’ve created content that’s guaranteed to please your audience. Now you’ve got to decide how you’re going to deliver it to them…

First, you’ve got to choose the format that works best for each piece of content. If your goal is to educate your audience, you might go with a blog post or infographic. If you want to engage and entertain your audience, you might choose to create a video or podcast.

Once you’ve chosen your format, it’s time to find the best channels to reach your audience and identify the best days and times to connect with them. And you know what that means… more research!

Tip: Use tools like Google Analytics to identify where most of your current traffic is coming from. That gives you clear data on which channels are already performing well with your target audience. A quick Google search can also point you towards tutorials that will help you use your website and social analytics to give you insight on when your audience is likely to be online so you can schedule your posts for days and times that will garner the most attention.

Once you’ve defined your standout qualities, established your tone and voice, and clearly mapped every step of your buyers’ journey, you have everything you need to create the content that gets your audiences’ attention and ensures you stand out in every crowd. But you don’t have to chart the course alone! The content experts at SophieZo are here to guide you every step of the way. Learn more at www.sophiezo.com