This article is part of a 12-week course designed for entrepreneurs who are about to go through a product launch. The course goes through creating a content and social media strategy aimed at predicting and increasing product launch success. If you haven’t already, we recommend starting from the first week and advancing forwards.
Last week we talked about how creating an opt-in form for product adopters will greatly benefit your product launch. We created the opt-in form before creating other content on the website, because as we fill up our website with content we want to give them the ability to opt-in and join us.
This week we’re diving right into content creation on our website. As the progress of your product launch approaches, so should your content strategy. No exceptions.
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Two Different Content Types
Our content strategy is focused around two target audiences. Our first target audience is our main buyer persona. These are the customers who we discovered back in week one. Our second target audience are our product adopters. As we know, they do not behave or work in the same way that our customers do.
If you haven’t already, create a blog section on your website which will cater to these two types of audiences.
Our customer is going to be receiving content which is benefit-based. These articles should focus on ways the customer will be able to enrich his or her life with problems that your product will cater to.
But there is something important to note…
The majority of these articles should not have a large emphasis on your product. These articles are not being created to help sell the product. They are being created to turn your business into an authority on the subject.
This may sound counter-intuitive, but referencing other products in these articles will be beneficial to you and your company. Customers are not dumb by any means, and they know when all of the emphasis is being placed on you.
Don’t be afraid to link to outside sources, and mention other products as well. You never know, mentioning another product can turn into some type of collaboration later on in the future. The point here is to not be greedy. These articles are simply tips, tricks, and helpful notes which have the ability to benefit anyone.
Of course, they should all reside within your industry.
Keep the articles light and playful. Don’t write in a manner which makes you sound like a professor; people will instantly be turned off.
If your company is a start-up, then you most likely have some type of aura that flows through you and your partners. Utilize this. Transfer those emotions into your articles, the prospective customers will feel it.
There is often times nothing more powerful than the vibe of a start-up company.
Our investors are our product adopters. They are the ones who are willing to invest in our company before anyone else. We know that they are a different breed.
The second type of content we will be creating is going to be focused on these investors. As you remember, investors are more focused on features, rather than direct benefits. Consider them a B2B (business-to-business), where most of the selling is done on features.
The tone for this content will be a bit more serious than the tone used for customers. Don’t plan on having these articles go viral, they are mostly for insiders.
These articles should reiterate your product adopter opt-in page. But make sure to break it up into smaller segments; we don’t want to have two identical pages. Including additional information in these posts which aren’t included in the opt-in page is what we’re looking for.
Focus on creating an underlying foundation for the opt-in page in terms of references and information. Let’s say that you created a goal sheet of five article topics that will benefit investors. These five article topics should be enough to support facts, figures, and other information found on the opt-in page.
Even though the tone for these posts will be slightly more serious, don’t stray away from using your inner voice to speak to them. They are still human, after all (I’d hope so).
Planning the Strategy
Now that we’ve learned about creating content for customers and investors, how do we allocate our resources?
There is no set in stone strategy for content creation, it all depends on your industry. A good rule of thumb to follow is at least one article a week. Here’s an example content strategy:
Week 1: Article for customers
Week 2: Article for customers and article for investors
Week 3: Article for customers
Week 4: Article for customers
Week 5: Article for customers and article for investors
As you can see, for every four articles released for customers, we create one article for our investors.
We do this for a few reasons… First, our customer base is much larger than our investor base. Second, our customer articles have a much larger chance of going viral if we write them properly. Third, customer articles will create the authority in the industry that we seek. These helpful tips and tricks will display how our brand is perceived by others. The more of these that we can create, the greater our brand image can become.
In the beginning, you may want to alter the example strategy and place more emphasis on investor articles. Since a large part of our content strategy is appealing to the product adopters, having more than a single article for them makes sense.
As our website gets populated with content, it’s going to be okay to lean out the investor articles and create a more heavy emphasis on customers.
A helpful tip: don’t just create new articles every week that focus on random topics. Before you have your content written, create a plan of the topics and articles that will be written every week. It is better to follow a logical train of thought than to create random articles all over the place which don’t match up with each other. Consistency is an important factor.
Once again, an article a week should be the minimum. Anything less than that is going to be too slow before a product launch. As with everything in marketing, testing is key. You should know your target market better than anyone else, and your content strategy should be adjusted as you see fit.
Nothing is set in stone. When our agency takes on a content strategy for a business, we go over their target market and adjust as needed. If they are in a heavy industry, we increase their content strategy and create more information. If they are in a lighter industry, then we can decrease the article creation, but put more emphasis on other aspects. Feel out your industry, look at what the successful ones do. And most importantly, trust your instincts.
Here’s to your success,
P.S. Next week we will be going over press releases. We’ll learn how to push them out to news sources to increase our visibility in the market. This will be the beginning of our ‘buzz’.