Creating Perfect Content That Drives Traffic To Your Site 

Creating content can be a pain. For most business owners it means putting in a ton of energy and effort to create some content that no one reads or engages with. This typically kills the business owner's drive and the narrative quickly goes to "I tried content creation, it just didn't work for me." And all hopes of winning over organic traffic die. 

We get it, winning with content is not easy. Before we started Zampi, we owned a marketing agency and we picked up a lawyer from New York who had been creating blog articles for years with little to no luck pulling in traffic. Was she a bad writer? No, just the opposite, she is and was an ass kicking professional who knew her business inside and out. But the issue was that she didn't have a plan. She was writing content because someone had told her that by doing so, she would grow her online business and pull in more customers. So that is exactly what she did, she wrote without a direction and built up a massive amount of articles that no one would ever read because they would never be given the opportunity to read it.  

We want to make sure that doesn't happen to you, your business, or your client's business and that is why it is critical to come up with a plan. 

The first step is to have a plan 

Before you start writing, filming, or posting content, you first need a plan. There are three main types of content: content for new customers, content for existing customers, and content to increase brand reach. 

Let's break down each of these content types and what they are designed for. 

Content for new customers

Content that is being creating for new customers should focus on the customer's problem. You really shouldn't mention your brand, your product, or anything about you simply because the customer doesn't care about you yet. They only care about solving their problem. Now of course your product/service can solve their problem but if you start with how you can solve their problem then they will quickly disregard you as a sales person and your message will fall on deaf ears. 

To avoid that, you need to show the customer that you truly understand their problem and give them the power to solve their own problem. Most people are lazy and won't solve their problem by themselves and will come back to you because you took the time to build trust. Let us give you the perfect example of this. 

If you got into a high school sports injury and pain started flaring up again you would want to see a chiropractor right? Well you also might be stubborn and try to solve the problem yourself before spending $50 a session. There is a high chance that you would go to YouTube or Google to learn some at home stretches. Now, imagine if you stumbled upon a chiropractor's content that showed you at home stretches that you could do to ease the pain. You are going to hit that subscribe button and follow that chiropractor to help with the pain. But as most chiropractors know, stretching alone isn't enough. So after you trust the chiropractor he or she could make suggestions to bring your pain level down even further by visiting a local chiropractor. 

That is content for new customers, it is designed to help them with where they are at during their customer journey. This is the type of content that get's shared a thousand of times and people get tagged in. The challenge of course, is making sure that the people seeing your content can actually come in and purchase from you. That could be difficult if you live in New York and the chiropractor making amazing content lives in Phoenix. 

It is also important to note that this is the the type of content that people are searching for. Before creating this content we suggest performing keyword research or looking at trends on Google Trends. 

Content for existing customers

It is always cheaper to keep a customer than it is to get a new one. In fact, about 60% of existing customers will purchase from a brand they have already bought from as compared to 10% of customers who have never heard of the brand before. 

If you have a product or service that customers purchase more than once, you should be creating content chains for your existing customers. In short, content chains are a series of content that drive a customer to a certain destination. An example of this is a YouTube playlist that educates a customer on how to solve their problem, then at the end/throughout leads them to your white paper that will help them accomplish their mission. 

Content chains for existing customers are a little different though. They can be designed to increase brand loyalty, or to purchase the next product in their customer journey. The main point is that you are leading your customer to a destination that they want to go. This will increase trust and keep your brand at the front of their buying process. 

Content To Increase Brand Reach

This is our favorite type of content as it brings in a ton of new prospects for a brand by positioning the brand in a place of authority. There are two main examples of this type of content that we want to highlight. The first being blog articles, micro software, or infographics that will drive links to your website. These links will help boost your SEO so that the content you created for new customers shows up on the first page of Google. The second is social media videos with an influencer or authority figure in your space. By paring you with an authority figure, your brand automatically receives a massive boost in authority. 

Content to increase brand reach is often the hardest to produce and the hardest to distribute. When you create this type of content you have to blast it out via email lists, Facebook groups, press releases, cold email intros, etc. In short, this type of content will do wonders to your growth but it can be hard to get eyes on it. 

Distribute Your Content For Success

Once you have created your content you want to get it out on the internet so that your customers and potential customers can start engaging with it. This is where content chains really come into play as they will guide your customer down the path towards purchasing again from you. 

Optimize your content for the platforms that you are going to deliver on. (Youtube Videos should be longer than 10 minutes, Linkedin should be around the 5 minute mark, Tik Tok is under 60 seconds, etc.) 

Then you can use the Zampi social media planner to create your content chains and watch your traffic increase.