When it comes down to it, digital marketing is all about traffic and conversions.
Content Marketing is a long game and is the complete opposite to Pay per click (PPC). With PPC you buy every click and hopefully the prospect buys whatever you are selling.
With content you are setting yourself up to be an authority, so that when a potential customer comes to your site they’re not necessarily there to buy something, but to find information to help them solve a problem.
But why do Content Marketing in the first place? It is important so that when the prospect is ready to buy they choose to come back to you.
It all seems pretty straight forward, however there's a really important element people seem to neglect which is the audience they are writing to (or not having a clear idea of who they are).
People in the SEO world have a fancy name for this - Persona research.
Basically it means picture someone with a set of qualities (age, income level, single/married, has kids, what sports they like, what do they do after work?) when you write your content.
But why do this?
This ensures that your potential customer understands and relates to the content they are reading; it makes them feel like your answering their problems personally - further building rapport between you and them which increases the likeliness they will buy from you in the future.