Testing content is just as important as creating it. HubSpot helps with both
Creating good content isn’t easy, as creators and companies will testify. They go through several ‘dry’ patches when nothing seems to happen and then all of a sudden, they hit a patch when it resonates with the audience being targeted. It starts with assumptions and discussions with customers.
But after creating content, it’s just as important to test it and see if the expected results are forthcoming. The payoff happens with time and effort invested into testing and promoting it. Let’s face it. If your website is an outpost as millions of others are, it is a job getting customers to tune in.
Today, the tools for testing have got sophisticated and while that makes the job easier, creating and standing out in a crowded field has got progressively more difficult. But the more time spent in promotion, the sharper the insights that emerge. It’s simply how the best salespeople operate. Try several approaches and then lead with the ones that work.
It could be something as simple as finding out which benefits are best understood by customers and what they respond to. In traditional marketing, mixing and matching promises was hard to do. But that is no longer a constraint.
Let HubSpot show you the way
Whether it is blog ideas or TV concepts in a particular industry, HubSpot can point to what your competition is working with and which keywords get the most traction. It isn’t enough to simply copy what they do because they have already built a lead with those keywords and concepts.
Developing good content today requires both skill and strategy. And a customer connect that will deliver value
What needs to be done is to find alternatives and build your own base. It’s not as if there is only one approach which works. People tend to be quite open to alternatives, otherwise we wouldn’t have 50 brands of soap in the market that are doing quite well for themselves.
Spend time on refining and sharpening concepts and presenting them to audiences in ways that attract attention and interest. There is no way to gauge in advance what will work and what won’t. Even experienced creators have found that resonance is hard to predict and repeat.
If you think only small companies conduct experiments to understand their customers, it may come as a surprise to know that the bigger the company, the more experiments that are underway. For them, the stakes are higher and they have to continuously work to keep their customers happy.
Netflix has to compete with other streaming companies, Google with other search engines. And for them, the consequences of making the wrong call directly impact revenue.
But small companies and medium-sized have the opposite problem. Not enough traffic and insights on what is working and what is not. While it does matter and the major websites have an advantage, sharpening your offering is the best way to differentiate.
Create what customers seek and derive value from
Competitive street markets are among the best places to study behaviour and what gets customers flocking to some shops and ignoring others. Flower sellers try arrangements that catch the customers’ eye, even in crowded places. A fruit seller could attract attention by periodically sprinkling water on the fruits, giving them a brighter sheen.
Keep your customers, not the competition at the heart of content development. Solve problems that they tell you about. Instead of making a pitch, respond to requirements
The flower seller is using colour and vibrancy to get customers to come to them. The fruit seller is trying to score a few extra points by communicating that the fruits are fresh. There isn’t a huge difference in prices but it is important for customers to initiate a conversation.
HubSpot makes the same differences possible on a website. Once you find a content promise that works and generates steady traffic, use that as a barometer to develop other approaches. This is the ‘control’ point. And other content or articles should at least generate the same amount of traffic, if not more.
It is like a step ladder. Once you know where the first step is, you can take measures to build the next one. And the next.
Customers are neutral. Or at least to the extent that they are looking to solve their own problems and respond best to companies that offer solutions.
Test and track with HubSpot
Right from landing pages that can be tested to CTAs and polling customers, HubSpot gives you data to work with. Don’t change too many things at the same time while testing. Make incremental changes or along one particular promise or customer journey point. Then work out the next one. At each stage, HubSpot helps map out responses and customer feedback.
Start by all means with evaluating competition. Over time, however, you need to develop your way of connecting to customers. That will build relationships which can be expanded over time.
HubSpot helps with both content ideas and measures performance. In other words, you know what to work with and how to make an impact. Each step forward results in an improvement in ranking and an increase in traffic, by setting the virtuous cycle in motion.
It brings about a discipline that helps in the long run. The content game is not an easy one to play or master. Especially now that the competition has got fierce. But it is still the most effective way to get a customer’s attention and retain it over time.
Proof comes from HubSpot’s own website, which gets millions of visitors and leads every month.
Talk to our experts about setting up CMS Hub and then focus on creating and measuring response. The results will follow.
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Blueoshan is a HubSpot Diamond -Tier Solutions Partner. Delivering worldwide from India.