How To Build Better Content For Your Customers

Even in this day and age a surprising number of companies still need convincing that high-quality content and content marketing are essential components of online business strategies.

Hopefully, you are not one of these companies — because high-quality content and content marketing are important not only for digital visibility but for brand-building, lead generation, and customer retention.

So assuming you understand the value of content creation and content marketing, how do you build higher value content? What strategies do you employ?

Create Content As A Team

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Well, for starters, you should recognize that writers are not islands. Therefore, content creators shouldn’t be isolated in their workstations, like office recluses, cut off from the rest of the company’s workflow.

Your sales, marketing, and writing teams should be aligned so collaboration occurs and your writers can streamline their content according to your brand’s image, voice, and what your customers really want. This also allows your writers to see how their content can fit into the buying or signing-up process. As a result, they’ll be better equipped to steer their content towards increasing conversions.

Additionally, it’s useful to give writers access to your customers. When writers and customers have a direct line of communication the effects are twofold:

  1. Writers discover the kinds of information customers find most useful and relevant.
  2. Customers feel empowered to become company advocates.

Create Storylines That Build Off One Another

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This relates to a writing technique called narrative stretch, commonly used in television writing, when episodes need to flow and “go somewhere and carry with them a certain amount of dramatic baggage to travel the distance” and make up an entire season.

You can apply the same technique to your own content creation, which is helpful in a number of ways:

  1. Minimize the amount of time and energy spent coming up with new content ideas.
  2. Give your content more bang for its buck by piggy-backing on popular posts.
  3. Provide more in-depth information about topics your customers are especially interested in.

As a team, brainstorm content ideas that build off one another. Then, have your writers create a content series, with each post leading into the next adding more useful information. Alternatively, revisit old, popular posts and assess how you can elaborate on those topics.

Create Better Personas, Look For Overlap

Developing personas, or composite representations of your ideal customers, helps you create content that your readers find useful, relevant, and engaging.

“It is recommended that you make three to five personas to represent your audience; this number is big enough to cover the majority of your customers yet small enough to still carry the value of specificity,” says Kevan Lee of

Below you’ll find a basic overview of the types of information you want to include in each of your personas:

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You might also want to add things like…

  • Hobbies
  • Computer literacy levels
  • Blogs or books your customers read
  • Where they get their news.

There are three main places from where you can gather this information:

  1. Your site’s analytics
  2. Social media interactions
  3. Actual customer interviews (you should definitely do this).

Do not skimp out on creating high-quality personas. This step is crucial. Make your personas as thorough and detailed as possible. And as previously mentioned, you want to create 3–5.

Then, as you and your writing team plan out your site’s content, look for overlaps or commonalities with each of the personas you creat — make a Venn diagram if you need to. And instead of writing 3–5 separate pieces of content aimed at 3–5 different personas, create content that targets and appeals to multiple personas all at once. This way, you broaden your content’s scope and minimize your writers’ workload.

What do you think about these tips for creating effective content? What other advice can you share? Visit and let us know!