5 easy steps to create engaging website content

We write and write and daydream. We plug ideas into our sales funnels, consider the buyer’s journey, work towards our goals of attracting new and qualified leads and being the informed source they are looking for. We create content to inspire, to educate, and to make our products and services stand out. We communicate our goals and identity and the latest trends in our industry. Internet marketing goes by so many different names: Content Marketing, Inbound Marketing, Content Strategy. There is so much content out there. How do we turn down the noise and create engaging website content?

Consider Your Audience.

There is a lot of noise in “Internet Land”, and a lot of factors go into creating remarkable content. It is called content strategy because there are plenty of strategies that go into writing the information that people want to read. If you want to make an impact in marketing it is important to consider the audience, and the context, that you are writing for. What do they want to hear? How will they be searching for it? This is your context.


Get the idea? Create useful content with a great hook and your clients will come “thirsty” for more.

1. How do you reach your target audience?

By developing buyer personas. These personas allow you to develop your website content specifically for each group. Here are some best practices for building buyer personas.

2. Where does your audience go for information?

Are they searching in forums, looking in industry specific magazines, are they on Facebook or Twitter? Knowing where they search, and where they spend time can help us focus our efforts on reaching them (providing them with content they will love, and providing your company with qualified leads).

3. What are they searching for?

Instead of talking a lot about what you do, consider what your prospects are searching for. Are they looking for help with something that touches a product or service you offer?

For example, if you sell lemons maybe your prospect is searching for the recipe for the perfect lemonade. Changing your articles from: “Why we have the tastiest lemons” to:

  • “10 amazing things you can do with lemons”
  • “The recipe: make the perfect lemonade from fresh squeezed lemons”
  •  “7 Reasons to choose fresh squeezed over bottled lemon juice.”

Get the idea? Create useful content with a great hook and your clients will come “thirsty” for more.

4. What problems are they facing that you can help solve?

This point really ties into the second. Consider what “hurts.” Listen to them on social media, interview them and ask questions. Dig deep and do some research to discover pain points that you may be able to provide an answer for. Point your content at these pain points to increase the chances that you will be found online.

5. How are they saying it?

Language and word choice play a huge factor in the way people search online. Consider what searchers may be searching for and how they will say it when you are generating content and optimizing for search engines. Using the example of a website selling lemons consider if your audience will search for:

  • “paraben and pesticide-free” versus “chemical-free” or “unwaxed lemons”
  • “low-acidity lemons” versus “less-sour citrus”

If you want your audience to find you, speak their language.

6. Where are they at in the buyer’s journey?

Every buyer goes through a journey of readiness.


When a client is in the awareness stage, and doing research to figure out what their problem is, the content that will make an impact on them is different than the content that will influence someone who is in the decision stage and has done all of their research and is ready to make a choice. Consider this journey when placing your content online and try to have something for everyone, for every step along their journey.
It seems like a lot, I know, but we are here to help if you need it. See our Inbound Marketing Services for more information or call us to see if we can help you with your digital content strategy.

In short, remarkable content (blog posts, interactive and educational content, emails) is made by considering the context.

  • Who are you trying to reach?
  • What are they looking for?
  • Where are they looking for it?

If you want to build out your buyer personas and engage visitors with great website content, download this free worksheet that will help you make an impact with your content.

  1. Zlatan Fazlagić 25/02/2016, 10:12:11 AM

    You’ve been great at creating engaging content for us. Thank you for sharing the advice Heather.

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